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Foreo Makes a Push for the US, Brings on Competition for Clarisonic

FOREO LUNA, $199; IMAGE: COURTESY OF FOREO

FOREO LUNA; IMAGE: COURTESY OF FOREO

Beauty company Foreo is about to take the United States by storm and give Clarisonic some competition stateside. The makers of the LUNA face cleansing brush ($199) have sold its products at Sephora.com and Foreo.com, but WWD is reporting that the Swedish company is setting up an American headquarters with manufacturing facilities in Las Vegas. This is the result of the company’s efforts to roll out its LUNA device across 1,500 locations around the country, including Neiman Marcus, Ulta, Barneys and Sephora after success in the European, Asian and Middle Eastern markets.

Unlike the popular Clarisonic brush, the Foreo device is shaped like a moon and doesn’t have a brush. Instead, the waterproof device is made from medical-grade silicone. The tiny stubs on the tip of the device pulsate 8,000 times a minute, plus the tool offers users multiple settings and is gentle enough to use twice a day, unlike other nylon-bristled cleansing brushes. The device is perfect for those with sensitive skin, requires a one-hour charge for nine months of usage and starts at $139 for the LUNA Mini, which is around the same price point for an entry-level Clarisonic device. 

[via WWD]