It all started one beautiful sunny day in September 2014, on a Tel Aviv beach. We (Michael & Mickael) were standing on the boardwalk with our wives, facing the blue sea, when a local jogger passed us by. She ran smoothly across the sand, elegantly fitted in top-of-the-line sneakers and activewear, sun-streaked hair gathered up in a bandana, a cellphone strapped to her arm, earphones plugged in. A typical healthy portrait of today's woman… But something was wrong.

 

Her all-together look was ruined by the thick white sunscreen she was wearing. As her face was sweating, the cream was turning into a damp, oily, uneven layer that was running into her eyes, making her blink and squint in the bright sunshine. "She must be really uncomfortable with that stuff on her face," our wives said. So we thought: "She needs a specially formulated facial skincare solution that will take into account her own personal athletic, aesthetic and functional needs! Women who love to sweat and move deserve their own skincare brand!” At that very moment, FRÉ was born. FRÉ has emerged out of admiration for active women, through a willingness to promote authentic beauty in motion, a drive to refresh the skincare industry and express positive social values all over the world, and the clear and obvious need for a line of facial skincare products that will take sweat and exercise-induced damages into account. After all, no woman wants her face to suffer for the sake of her body.