Foreo CEO Paul Peros steps down, founder takes over

Peros has been leading the Swedish beauty cleansing and masking device brand since its launch in 2013

Swedish beauty device brand Foreo has named founder Filip Sedic as its new CEO.

Sedic will succeed Paul Peros who has been with the company since its inception in 2013, who is said to have stepped down to pursue new projects in technology.

"We would like to thank Paul Peros for the contribution he has made to the growth of Foreo from its beginning until now," said Sedic.

"Through our five year journey, the company has developed into a strong organisation and is now ready to face up to an exciting new chapter in its history."

Paul Peros

Currently Chairman of the Board at Foreo, Sedic has also been credited as the primary inventor of the brand’s best-selling products such as the Luna cleansing devices and its new UFO ‘smart masking’ device.

Earlier this month, Foreo announced its travel retail business is proving to be a success, with sales of around 4 million units yearly and a value forecast of US$125bn by 2023.

Foreo has entered 30 new travel retailers since January and is present in nearly 200 locations worldwide.

At the time of the announcement, Peros said: "It is exciting to know that shopping is among their top travel motivators and their receptivity of international brands is as high as it ever was."


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