FOREO appoints new global CEO

Boris Trupčević will drive innovation and growth at Swedish beauty tech company


By Sarah Todd

08 January 2021

Handheld beauty tech company FOREO has announced that Boris Trupčević has become its new global CEO.

A media expert with more than 25 years of experience, Trupčević has been tasked with leading the brand through its next phase of innovation. He will work alongside the brand’s founder and primary inventor, Filip Sedic.

“From the very first moment, I have been truly inspired by the boldness, mission and ambition of FOREO. What has been achieved so far is outstanding, but there is a lot that lies ahead.”

Boris Trupčević, global CEO, FOREO

Founded in Stockholm, Sweden, in 2013 by Sedic, who has more than 200 international patents under his name, FOREO has rapidly grown in seven years to now employ more than 3,000 people in 22 global offices across five continents.

The company’s range includes the LUNA facial cleansing device, UFO smart-mask facial treatment and the IRIS eye massager.

FOREO offers a range of beauty and wellbeing solutions including the award-winning facial cleansing brushes in its LUNA line; the UFO mask and an innovative toothbrush range, ISSA. To find out more, click below

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