It’s hard to pinpoint the exact moment when skincare stopped being “something you do in the bathroom” and became “something powered by microcurrents, LED wavelengths, thermotherapy modes, Bluetooth apps, and AI-driven routines.”
But a strong argument can be made that the shift began in Sweden in 2013, when a small upstart called FOREO introduced a silicone sonic cleansing brush that looked nothing like the beauty devices of its time.

Today, the beauty-tech market is booming globally—a space forecast to grow at double-digit rates as consumers mix skincare with wellness, science, and gadget culture. And FOREO, love it or roll your eyes at its TikTok virality, undeniably sits at the center of that evolution.

This isn’t a sponsored talk—it’s simply impossible to discuss beauty-tech without mentioning the brand that pushed the category mainstream.

From Silicone Brushes to a Full-Fledged Beauty-Tech Ecosystem

The original LUNA was disruptive because it challenged a long-held belief: that deep cleansing can only happen with either abrasive brushes (that store bacteria) or chemicals. FOREO offered something different — ultra-hygienic silicone and T-Sonic™ pulsations that could remove up to 99.5% of dirt and oil while boosting circulation.

Fast forward to 2025 and FOREO’s catalog looks more like a dermatology lab than a beauty shelf. Their lineup now includes:

• Sonic cleansing devices (LUNA series)
• Microcurrent lifting tools (BEAR series)
• LED + thermo + cryo facial devices (UFO series)
• Blue-light acne treatment tools (ESPADA)
• Pore-vacuuming gadgets (KIWI)
• IPL hair-removal devices
• Scalp health and body-care tools
• Sonic toothbrushes
• Even a growing platform around curated masks, serums, and accessories

In short: FOREO evolved from a device brand into a beauty-tech ecosystem — one that covers cleansing, lifting, hydration, acne care, and even holistic well-being.

And this isn’t happening in isolation. The entire industry is shifting from creams and toners toward “augmented skincare” powered by devices. FOREO just happens to be one of the loudest accelerators.

The Consumer Shift: Why People Are Buying Devices, Not Just Products

Beauty-tech didn’t explode because it’s trendy. It exploded because it solves real, modern problems:

Time scarcity — Most people won’t commit to weekly facials, but they will commit to a 2–5 minute routine with a device.
Hygiene — Silicone technology dramatically reduces bacterial buildup.
Convenience — At-home microcurrent or LED is cheaper than in-salon equivalents.
Results — Consumers increasingly want visible, measurable improvement.
Long-term skin health — Preventive anti-aging is replacing quick fixes.
A tech-native generation — Gen-Z treats self-care like personal optimization.

FOREO plays directly into this shift. Their devices charge once and last months. They’re waterproof. They travel well. They look like gadgets, not medical tools.
In a world that’s blending beauty, wellness, and tech, FOREO’s timing was impeccable.

Inside FOREO’s Core Product Line: LED Face Mask, BEAR, LUNA, LUNA mini and What Makes Them Stand Out

FOREO’s catalog is huge, but four products regularly dominate global beauty-tech rankings. And each one represents a different layer of what modern skincare has become.

Ultra-lightweight, wireless, and made with flexi-fit silicone, FAQ™ 202 is an entirely new generation of LED. With 3 different wavelengths, including near-infrared and red light therapy. Walk around freely while your mask tackles wrinkles and acne with red light therapy.

Experience spa-level LED facial treatments at the push of a button. And combine with FAQ™ 102 for the perfect Swiss Anti-aging routine.

Red light therapy

LED wavelengths tackle wrinkles and acne.

Even light coverage

FAQ™ 202 LED masks spread light evenly across your skin via 600 optimized points of light – ensuring the LED wavelengths evenly penetrate each millimeter of skin. 100% of users agree.

Reduce wrinkles by 32% in just 2 weeks.

BEAR is arguably FOREO’s most “tech-forward” device. Think of it as a gym session for your face—microcurrent therapy stimulates muscles and boosts circulation, resulting in a more lifted, toned, and contoured appearance.

But what sets BEAR apart from cheaper alternatives is FOREO’s Anti-Shock™ System, which continuously measures your skin’s resistance and adjusts the current in real time. That’s a big deal. Microcurrent can cause sudden jolts or discomfort in cheaper devices — BEAR essentially eliminated that issue.

What users love about BEAR:

• It tightens facial muscles
• Defines the jawline
• Reduces fine lines
• Gives a “fresh, awake” look in minutes
• Comes in a mini version for targeted zones

BEAR is also one of the few devices in the category with substantial safety testing—something that matters as microcurrent becomes mainstream.

LUNA: The world’s most famous cleansing device

The LUNA series is the backbone of the brand—a family of sonic cleansing devices that feel luxurious but deliver very real performance. Unlike nylon brushes that trap bacteria, LUNA uses silicone touchpoints that resist buildup and are significantly more hygienic.

What LUNA does exceptionally well:

• Cleans deeply without irritating
• Improves circulation
• Enhances absorption of serums and creams
• Reduces breakouts caused by improper cleansing
• Offers separate modes for cleansing and anti-aging massage

The latest generation (LUNA 4) is softer, more flexible, and designed to work with a range of skin types—from sensitive to oily.

LUNA mini: Compact, powerful, and the Gen-Z favorite

LUNA mini is the device that built FOREO’s social media fame. It’s bright, portable, powerful, and designed for everyday use — especially for oily or acne-prone skin.

Why LUNA mini has such a cult following:

• Stronger pulsations
• Ultra-portable
• Travel-friendly
• Lower price point
• Great for teens, beginners, and frequent travelers

It’s often the entry point for people discovering beauty-tech. And thanks to the fact that one charge can last for months, it’s also the device people take everywhere — gym bags, carry-ons, even office drawers.

UFO: A short nod to the future of masking

While your request focused on BEAR and LUNA, the UFO series deserves one quick mention. UFO 3 is a “hyper-masking” tool that uses:

• LED
• Heat
• Cool
• Sonic vibration

…to supercharge mask formulas. It’s basically a spa facial in 90 seconds—fast enough for travelers, frequent fliers, and people who want results without the mess.

So How Does FOREO Compare to the Competition?

The beauty-tech landscape is crowded now—far more than when FOREO launched. Brands like NuFACE, PMD, LightStim, and even Dyson (in hair-focused tech) have built strong footholds.

Here’s where FOREO still stands out:

Design & ergonomics: FOREO products are intuitive, waterproof, and durable.
Hygiene: Silicone sets them apart—most competitors still rely on harder-to-clean materials.
Safety tech: Anti-Shock™ in BEAR is a genuine differentiator in microcurrent.
Battery life: FOREO devices famously last months on a single charge.
Portability: LUNA mini and BEAR mini dominate the travel tech segment.
Software ecosystem: FOREO’s app isn’t perfect, but it’s miles ahead of most beauty-tech interfaces.

Where competitors gain ground:

• NuFACE often leads the microcurrent conversation because it entered earlier
• LED-mask brands like CurrentBody and Dr. Dennis Gross invest in clinical-grade wavelength data
• PMD offers more budget-friendly entry points

But overall, FOREO sits in a sweet spot: not the cheapest, not the most clinical — but the most widely adopted consumer-friendly beauty-tech ecosystem.

The Bigger Trend: Beauty-Tech Is Becoming Personal Tech

What we’re witnessing isn’t a beauty trend. It’s a consumer-tech shift similar to what happened with wearables.

Ten years ago, a skincare routine was cleanser → toner → moisturizer.
Now it’s increasingly cleansing device → microcurrent → LED → hydration mask → serum.

Devices are becoming:

• Smaller
• Safer
• Personalized
• More connected
• Easier to integrate into daily life

Travelers, frequent fliers, digital nomads, and high-stress professionals are driving this adoption — the same groups who embraced smartwatches, noise-canceling headphones, and portable diagnostics.

And FOREO is strategically positioned right where these worlds—beauty, wellness, and tech—intersect.

Conclusion: FOREO Didn’t Just Join the Beauty-Tech Movement—It Helped Create It

What makes FOREO particularly interesting for the wider beauty-tech ecosystem is that the company didn’t simply follow consumer trends — it actively shaped them. When other brands played it safe with creams and serums, FOREO pushed devices forward. When others built devices, FOREO turned them into globally recognizable lifestyle objects. And when competitors leaned on one niche (LED, microcurrent, or cleansing), FOREO built an ecosystem that covers almost every major skincare need.

But staying ahead will require more than adding new colors or versions. The next frontier will revolve around:

• Personalization
• Skin-data analysis
• AI-driven routines
• Clinical validation
• Long-term safety innovation

FOREO has the brand power and tech DNA to lead that next evolution—but competition is sharper than ever.

Still, if you had to place one bet on which beauty-tech brand will matter five years from now, not just sell well today, FOREO remains one of the strongest picks. They helped define the category—and in many ways, they’re still the benchmark everyone else is chasing.