In beauty, thirteen years can feel like a lifetime. During that time, brands once considered untouchable have disappeared, entirely new categories have emerged, the ingredients dominating skincare conversations have changed, and technology has moved from being an occasional complement to becoming a permanent fixture in our bathrooms, bedside tables, and travel bags.
Author: Claudia Valdez
When FOREO was founded in Sweden in 2013, the idea of incorporating a device into a cleansing routine was still perceived by many consumers as unnecessary, even indulgent. Skincare conversations revolved around formulas, active ingredients, and anti-aging promises. TikTok did not exist, LED masks belonged almost exclusively to dermatology clinics, and few people would have imagined spending hundreds of dollars on a tool designed to complement what they had always done with their hands.
Today, the landscape looks radically different. The global skincare device market surpassed $31 billion in 2024 and continues to expand, driven by consumers increasingly interested in treatments inspired by professional procedures but adapted to the comfort of home. LED masks are no longer a well-kept secret among dermatologists and facialists. They have become staples of social media feeds, while microcurrent devices, radiofrequency tools, and at-home technologies have secured a place in the routines of celebrities, beauty enthusiasts, and consumers looking to extend the results achieved in the treatment room.
From Technological Curiosity to Everyday Habit
Perhaps one of the most significant transformations of the last decade has little to do with a particular ingredient and everything to do with the way we understand skincare itself. For years, skincare was primarily associated with products. Cleansers, toners, serums, and creams formed an almost unchanging sequence. Today, that conversation is considerably broader. We talk about LED light therapy, microcurrents, sonic pulsations, thermal treatments, and tools designed to enhance product absorption or complement treatments traditionally reserved for professional settings.
FOREO was among the first companies to imagine a routine where technology could coexist naturally alongside a cleanser or a serum. Thirteen years later, the Swedish brand counts more than 20 million users worldwide, is present in over 12,000 points of sale, and has received more than 260 international awards. Beyond the numbers, perhaps its greatest achievement has been helping normalize an idea that, little more than a decade ago, still generated skepticism: that technology could become as natural a part of self-care as brushing our teeth or applying sunscreen.
And while dozens of brands now compete within the beauty tech space, from microcurrent tools to LED masks designed for home use, FOREO’s most enduring contribution may have been recognizing early on that consumers would eventually seek more than results. They would seek rituals, experiences, and routines capable of turning everyday moments into opportunities for well-being.
FOREO also offers devices such as the FAQ™ 202, whose LED light treatments are designed to help improve the skin’s appearance and enhance an at-home wellness routine.
When Summer Puts Our Routines to the Test
The brand’s thirteenth anniversary also coincides with one of the most demanding seasons for the skin. Prolonged sun exposure, sweat, chlorine, salt water, disrupted schedules, and changes in daily habits often translate into dehydration, sensitivity, and the accumulation of impurities on the skin’s surface.
With these months in mind, FOREO highlights devices such as LUNA™ 4, equipped with T-Sonic™ pulsations designed to remove impurities, sunscreen residue, excess oil, and makeup while preparing the skin to better absorb skincare products. For those looking to support their routine after long days spent outdoors, the brand also recommends FAQ™ 202, whose LED light technologies are intended to help improve the appearance of the skin and elevate at-home treatments into a more comprehensive wellness ritual.
Perhaps that is the most compelling way to understand FOREO’s first thirteen years. Not simply as the story of a company that launched a facial cleansing device, but as the story of a brand that invested early in a question that now feels almost inevitable: what if the future of skincare depended not only on what we apply to our skin, but also on the tools we choose to care for it with?
