admin When one thinks of revolutionary beauty tech, the name FOREO inevitably shines through. And at the helm of this innovation-driven wave stands Filip Sedic, the Bosnian-born Swedish inventor, visionary, and Founder and CEO of FOREO. In a world awash with overhyped products and underwhelming results, Sedic has built a brand that not only disrupts the status quo but resets it entirely.
Founded in 2013, FOREO – short for “For Everyone” – reimagines skincare as something deeply personal yet universally accessible. With the launch of the LUNA, a medical-grade silicone facial cleansing device inspired by a conversation with his wife Ivana, Sedic turned a household frustration into a global phenomenon. From that first spark, innovation became FOREO’s lifeblood.
“We’re not just building beauty devices — we’re building tools that empower people to feel better in their own skin, through real innovation, not empty promises.”
Behind the scenes, Sedic leads the FOREO Institute, a globally dispersed research and development team spread across ten countries. This unique structure embodies his belief that true wellbeing knows no borders. And it’s not just a catchy slogan – it’s a daily reality for the multinational teams working under his leadership to create beauty devices that are as effective as they are elegant.
From the LUNA facial brush and the ISSA sonic toothbrush to the UFO smart mask device and the ESPADA acne-clearing pen, every FOREO product answers a very simple question: “Why not – and what if?”
It’s this mindset that fuels Sedic’s mission – to replace outdated, ineffective tools with futuristic, evidence-backed solutions that deliver real results. As he puts it:
“We’re not trying to add more noise to the beauty industry. We’re cutting through the noise to offer people something that actually works. Something that makes a difference to their daily lives.”
Before FOREO, Sedic’s path was anything but linear. From pioneering digital marketing in Sweden to working on mobile 3G networks with Ericsson, he’s always followed curiosity rather than convention. And that instinct continues to pay off. By 2017, FOREO was selling one device every three seconds and has since amassed over 100 international awards and 20 million customers across 80 markets.
But despite the commercial success, Sedic’s definition of success remains deeply personal.
“Success isn’t about money or market share. It’s about the legacy you leave for your grandchildren – the values, the vision, the curiosity to never stop improving. That’s what really matters.”
His approach to management is equally unconventional. Drawing inspiration from the Amoeba system introduced by Kazuo Inamori in post-war Japan, Sedic has structured FOREO into agile, autonomous units with a shared ideology. Local teams are empowered to innovate without waiting for permission from a distant HQ – a setup that breeds both speed and creativity.
“We’ve never wanted to be like everyone else. In fact, I love it when people call us a freak show – a successful one. It means we’re doing something right.”
FOREO doesn’t just innovate in product design – it challenges the foundational assumptions of the beauty industry. Where traditional skincare relies on cosmetic illusions, FOREO delivers medically approved, tested solutions. Sedic firmly believes FOREO and the legacy beauty industry don’t even belong in the same category.
“Our devices don’t paint your skin – they understand it, heal it, respect it. The difference is scientific. We’re not just selling dreams. We’re offering proof.”
Environmental sustainability, too, is handled with refreshing authenticity. FOREO quietly optimises operations to reduce transport, energy, and space without broadcasting its green credentials. Sedic calls it anti-greenwashing:
“We won’t brag about our solar panels or eco logistics just to join a marketing trend. When green becomes performative, it loses meaning. We’d rather stay quiet and do the work.”
“Success isn’t measured in profit margins. It’s measured in the lives we improve, the industries we challenge, and the legacy we leave behind.”
That integrity, paired with a relentless push for better, has made FOREO a company like no other. It doesn’t always align with potential partners – and that’s by design. Sedic insists on working with those who share the brand’s deeper purpose: innovation, wellness, and meaningful impact over quarterly targets.
With Sedic at the helm, FOREO continues to evolve, constantly asking better questions and demanding better answers from a sector stuck in the past. And as long as he’s asking those questions, the beauty tech space should expect the unexpected.
“With all the tools and progress we have today, why would we keep building companies like it’s 1925? That’s not innovation – that’s inertia. And I don’t do inertia.”
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