This Best-Selling Cleanser Just Got a Sustainable Update

There are very few products we’ve been using for ten-plus years, but Fresh Soy Face Cleanser ($38) is one that will always circulate our lineup. Originally launched in 1999, this cleanser became the brand’s number-one seller, a title that still stands true today, as one bottle is sold every 30 seconds. While the formula has been used and loved by beauty lovers for 23 years, the brand just announced that the product has received an update.

“In the early ’90s, there was a buzz about the health benefits of soy, but there wasn’t much talk about its effects on the skin,” say co-founders Lev Glazman and Alina Roytberg. “We researched the amino acid-rich ingredient and found that it is known to help with skin’s elasticity and suppleness—introducing it to the beauty market in 1999. Our first venture into skincare, Soy continues to hold a special place in our hearts.”

Included in the product’s list of claims: it helps to cool and calm the skin, improve elasticity and add a burst of hydration. It can also remove makeup and hard-to-reach dirt from deep inside the pores.

Diving deep into new studies to further prove the product’s efficacy, Fresh has released updated claims on the product’s abilities. After being tested on 200 people across all ages, genders, skin types and skin tones, Fresh has determined that the Soy Face Cleanser is effective on all skin types and tones, it’s proven to maintain skin’s pH within the range of four to six and it’s proven to instantly increase hydration by 10 percent, even after rinsing it off.

Also part of the product update is new, sustainable packaging and a switch in ingredient sourcing. The formula now contains upcycled soy proteins—they’re known for their ability to improve elasticity and smooth skin—which have been repurposed from the food industry. In addition, the tube is made with 21 percent post-consumer recycled materials and the outer packaging has been eliminated, which the brand says has saved 19.6 tons of cardboard. With this earth-friendly update, we predict that Fresh’s cleanser sales are only heading up from here.

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