Our story
From a family kitchen to a revolution in dermocosmetics
The origin: a mother, a question, a seed +
Freshly was born from something deeply personal: the need to take better care of the people you love most.
It all began with Mercè, Miquel Antolín’s mother, when, after losing several relatives to cancer, she began to question something that would change everything: what impact could the products we use on our skin every day have on our health? In that search, she began making handmade soaps and creams with natural ingredients for her family, planting the first seed of what would later become Freshly.
The brave decision: looking at the industry from another perspective +
Shortly afterwards, Miquel Antolín, Mireia Trepat and Joan Miralles —three recently graduated chemical engineers inspired by Mercè’s vision— decided to look at the cosmetics industry with curiosity, scientific rigour and a very clear unease with the status quo.
What they found was an industry too focused on quick results, using disruptive ingredients (endocrine, metabolic, neurological and immunological) and poorly aligned with long-term skin health. And that is where they made a brave decision: to create a better alternative.
That is why Freshly was born +
It was not intended to be just another brand, but to offer a different way of understanding skincare. The mission was to prove that cosmetics could be more honest, safer, more natural and more effective. A brand born with the ambition to transform, not only skin and hair, but the entire industry from within.
The turning point: skin as a mirror of the body +
In 2022, a personal health experience for Miquel Antolín marked a turning point in the brand’s evolution. Tiredness, stress, digestive issues and their reflection on the skin led him to a new understanding: skin does not live in isolation. It is a living organ, connected to the rest of the body, to rest, stress, what you eat and how you live.
And that holistic view forever changed the way Freshly was built.
But many things had to happen to get to where we are today:
2016
Freshly Cosmetics is born as an online shop.
2019
We open our Freshly Park in Reus (Tarragona). Since then, it has been our headquarters. More than one hundred people work there every day: formulation, ideation, logistics, communication, customer care… That same year, we also opened our first shop: the Freshly Store in Barcelona.
2021
We open the Freshly Lab in Reus next to Freshly Park: our very own laboratory! Since then, everything has been formulated there.
2022
The expansion of the logistics centre in Gandesa (a village inland in Tarragona) finally arrived. 14,000 square metres where the logistics team prepares thousands of orders every day. They are shipped from there to the rest of Spain and Europe!
2023
We open the Freshly Factory in Gandesa, next to the logistics centre. That year, we also finally reached new sales channels: wholesale and marketplaces.
2024
Freshly arrives in pharmacies: a key step in strengthening our credibility in the health sector and positioning ourselves as a benchmark brand.
2026
The time came to rethink Freshly. We were clear about our purpose and our mission… But we felt we had not yet found the right words. After organising and clarifying the ideas of what we already were, we repositioned the brand towards natural dermocosmetics.
Freshly today
We are the evolution of the idea that gave rise to the brand in 2016 and was redefined in 2022, shaping the future of Miquel Antolín and Freshly:
Skin is a living organ connected to the rest of the body.
That is why, from our laboratory, we develop formulas that respect its natural mechanisms, enhance its function and seek real, deep and long-lasting results, while maintaining its balance.
We rely on a deep understanding of skin physiology and its balance within the body, caring for it in a respectful way aligned with long-term health.
But Freshly is not just about formulas; it is about people and families. As well as offering effective and respectful products, we promote a healthier lifestyle. That is why, when someone chooses Freshly, we know they are not just choosing a product; they are choosing a more conscious and healthier way of living.
Natural dermocosmetics
Caring for your skin means caring for life
Skin is an extraordinary organ. It has the ability to protect, regenerate and recover by itself. These are natural functions, inherent to a living organ that works continuously to maintain balance.
We fully trust its biology. However, every day it is exposed to many factors that affect its balance: radiation, dehydration, ageing, dryness, pollution… It also reflects our internal state: stress, rest, diet...
Our mission is to care for it, but we do not want to force it or achieve instant “improvements”. We do not believe in superficial solutions that may solve an apparent problem while causing a deeper one.
So… how do we do it?
We enhance the skin’s natural functions
Our formulas strengthen the skin’s functions and support its biology to achieve deep, long-lasting change. For example, we do not simply protect or hydrate it; we strengthen its ability to protect itself and stay hydrated. The process is not simple:
We analyse the cause, not just the symptom
We study the skin from a systemic perspective: inflammation, microbiome, oxidative stress and hormonal changes.
We research in depth
Drawing on an advanced understanding of human physiology, we investigate the metabolic pathways and cellular mechanisms involved in each skin concern.
We select rigorously
We choose natural, innovative and often patented ingredients, actives and molecules, with real scientific evidence and at effective doses.
We seek long-lasting results
We prioritise deep, long-lasting improvements, not immediate and temporary effects.
We respect the body’s natural balance
We formulate without forcing responses or interfering with the body’s natural mechanisms. We prioritise solutions that support the skin in its self-regulation processes, respecting its biological rhythms and balances.
Our formulation commitments
99% natural and biocompatible ingredients
We select each ingredient for its affinity with skin biology, prioritising raw materials of natural origin with real scientific evidence.
Clinically tested efficacy
Each formula is validated through in vitro, in vivo and use studies, guaranteeing measurable and reproducible results.
Respect for the skin ecosystem
Formulas that respect the microbiome, strengthen the skin barrier and optimise the skin’s natural defence mechanisms.
Real, deep and long-lasting results without compromising health
Proven efficacy even on sensitive, reactive or atopy-prone skin. No adverse effects and no ingredients identified as endocrine disruptors.
Safety and adaptation to every stage of life
Caring for the skin means understanding its real context: hormonal changes, age, lifestyle and life stages. That is why we develop safe and effective formulas that support the skin at every stage —from childhood, with our Kids range, to maturity, including pregnancy, breastfeeding and menopause— even on skin undergoing medical treatments.
Innovation milestones
Holistic health
Skin is a reflection of how we live
Only 20% of ageing is due to genetic causes. 80% depends on our habits and lifestyle.
Source: Christensen et al. (2006)
Caring for your skin begins long before applying a product, because what you do and decide every day has a direct impact on your skin and your health. That is why at Freshly we promote a more conscious way of caring for skin, encouraging overall wellbeing and a healthier lifestyle.
How do your daily habits affect your skin and your overall health?
Diet
Nutrition is one of the most powerful stimuli the body receives. A stimulus as basic as eating should activate digestion, energy and recovery. If the response is bloating, gut discomfort or fatigue, it is a sign that the system is not managing that input well. What you eat is directly reflected in your skin.
● Fibre and polyphenols to nourish the gut microbiome (gut-skin axis)
● Omega-3 and remineralised water to maintain hydration and the skin barrier
● High-quality protein as a substrate for cell repair and regeneration
Sleep
Sleep is the ultimate moment for repair and recovery. During deep rest, the body activates cell regeneration processes, balances the immune system and consolidates homeostasis. Insufficient or poor-quality sleep activates a sustained physiological stress response, which directly translates into skin inflammation, loss of radiance and accelerated ageing.
● 7/8 regular hours of quality sleep
● Exposure to natural morning light and true darkness at night (circadian rhythm)
● Pre-sleep routine: reduce stimuli and prepare the body for recovery
Movement
Movement is a primary biological stimulus that the human body needs to function properly. Proprioception, the vestibular system and mechanical impact activate cascades of adaptive responses that improve circulation, oxygenate tissues, activate the lymphatic system and promote toxin elimination. Your skin also benefits when you move.
● 20–30 minutes a day of regular physical activity
● A combination of strength + cardio to stimulate different adaptive pathways
● Lymph and circulation activation: direct oxygenation of skin tissues
Stress management
Chronic stress is one of the most harmful aberrant stimuli of modern life. It continuously activates the HPA axis and the sympathetic nervous system, altering the skin barrier, triggering systemic inflammation and accelerating ageing. The key is to retrain the body to respond adaptively, not reactively.
● Slow breathing and meditation: activate the parasympathetic nervous system
● Social connection: bonding and belonging are essential biological stimuli
● Nature and pauses: reduce the total stimulus load to allow recovery
Light and nature
Light is one of the primary behavioural stimuli that the body interprets constantly. For most of our history, exposure to natural light regulated our circadian rhythms, mood and immune response. Today, disconnection from the natural environment and overexposure to artificial light are factors of systemic imbalance with a direct impact on the skin.
● Responsible sun exposure: vitamin D, circadian regulation and appropriate protection
● Respect for the circadian rhythm: intense light by day, true darkness by night
● Daily time outdoors: reconnecting with natural biological stimuli
Natural dermocosmetics
The products we apply to the skin are chemical stimuli that the body processes and interprets. If those stimuli are not aligned with skin biology, they generate a reactive response: irritation, sensitivity, microbiome disruption. Natural dermocosmetics works with the skin, not against it: it supports its processes, strengthens its defences and enhances its natural ability to regenerate.
● Prebiotics to nourish and balance the skin microbiome
● Ceramides, peptides and hyaluronic acid: strengthening the barrier and dermal structure
● Vitamin C/E and physiological pH: antioxidant protection aligned with skin biology
Taking care of yourself means taking care of the planet
Preventive cosmetics
Prevention and conscious health care are among the most powerful levers for building a more sustainable model.
Responsible ingredients
Of natural origin, vegan and respectful of ecosystems.
Refill system
Available in 12 best sellers, significantly reducing single-use plastic.
Verticalised production
Our own factory and logistics centre in Gandesa, with photovoltaic energy self-sufficiency and reduced transport impact.
Your skin health is our responsibility. The results you notice are the best of consequences.