Swedish beauty brand Foreo names new CEO

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

Sedic will succeed current CEO Paul Peros, who stepped down to pursue new projects in the technology sector.

In his role, Sedic will lead the next phase of innovation and drive growth.

Sedic said: “We would like to thank Paul Peros for the contribution he has made to the growth of FOREO from its beginning until to now.

“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.”

Prior to this role, Sedic worked as chairman of the board for the Swedish beauty brand. He also played a major role in creating the company’s product lines, including LUNA cleansing devices and UFO smart mask treatment.

Established in 2013, Foreo offers a wide range of products in the beauty and wellbeing categories, including skincare and oral care products for men and women.

The company’s products are currently available in more than 10,000 stores globally.

Last year, the Swedish beauty brand delivered more the ten million products across 70 international markets.