US natural cosmetics brand Fresh is partnering with World Duty Free to open its first travel retail counter in Europe, at London Heathrow Airport Terminal 3. The counter will open at the end of this month.

The opening marks another milestone in Fresh’s global expansion strategy in building a stronger portfolio in Europe.

“Artisanship, hospitality, apothecary and tradition”: The Fresh counter aims to offer a relaxed customer experience

A wall showcases custom-created artisan tiles adorned with Fresh’s signature Sugar pattern

The counter at World Duty Free has been designed in the same spirit as the Fresh flagship store in New York City’s Union Square. The elevated retail concept aims to bring Fresh’s collections to life and invites customers to experience the brand.

The brand’s collections include Rose Hydrating Skincare, featuring formulas infused with real roses; Black Tea Age-Delay Skincare, based on an ancient remedy cultivated in China; and Crème Ancienne Skincare, an age-delay product inspired by the world’s first cream.

Fresh was founded in 1991 by Lev Glazman and Alina Roytberg; its products include soaps, lip treatments and anti-ageing creams

Fresh’s counter design was inspired by elements that link to Fresh’s core brand codes: a bakery (artisanal and sensorial), a kitchen (community and hospitality), a library (tradition and knowledge), and an alchemistic lab (research and innovation). Special details that reflect these are included in the décor.

The counter’s Lip Bar allows travellers to experience Fresh’s Sugar Lip Treatment and try different shades.

Fresh’s best-selling Sugar Lip Treatment is said to moisturise, protect and smooth lips

“Our intimate retail experience animates the Fresh pillars of artisanship, hospitality, apothecary, and tradition in a warm, interactive setting. Having seen enormous growth globally in recent years, Fresh is delighted to extend our heartshare experience to World Duty Free,” said the company.