FOREO - 'That was actually the biggest challenge'
London, August 2022: Relentlessly inquisitive, Sedic's thirst for invention has seen him file more than 200 international patents to date across multiple categories. Now, as part of a proven track record of investing in industries long overdue an overhaul, the inventor is turning his attention to transforming the beauty tech industry not just for good, but for better.
Ever since establishing FOREO in 2013, Sedic, a Bosnian-born Swede, has been active in all aspects of the now multinational brand. Now, he gives an exclusive interview to Broadcaster and Author Poppy Jamie in an interview for her podcast which gives an insight into life of leading entrepreneurs and thinkers including Deepak Chopra, Gabrielle Bernstein, Dr James Doty and Sharmadean Reid OBE.
Speaking candidly to Poppy over video link, Filip explained for the first time one of the difficulties he and his team faced when developing the award winning BEAR device, an at-home facial toning device that uses microcurrent technology to help lift, tone and contour the face.
Filip: ‘It takes a while, but it's not because of the reason that you mentioned. It's because very few of these things are groundbreaking new things; these devices already are used either in dermatology or in sports injury treatments and all of these things; these proven technologies that have been used by the experts, for some of them, even hundreds of years or so, since electricity existed. But what was challenging is to make it in a way that the user will be able to safely operate it themselves instead of needing it to be operated by a professional. Yeah, that was actually the biggest challenge; how to make these devices safe and efficient. And you can't really make mistakes. So that took most of the time. But thanks to technology has changed so much in recent years and now we have very good sensors and microprocessors to steer the process.. So we can actually make the devices that usually would be only able to be used by the super professional and trained professionals so that now you can use them also yourself. Without risk that you will hurt
yourself or do something wrong. ‘
Filip goes on to explain the importance of incorporating devices into your skincare routine for real, tangible results that go beyond the superficial level of topical creams and serums.
Filip: ‘To be able to really, truly make a fact, you need devices; this is the reason why professionals use devices and not just the creams, because it's the device that makes a difference and we have technology developed in the last 200 years so much.. and it's sad to see that 80 years before we had more beauty devices on the market than you have today.'
When asked by Poppy why the trend is going in a contrary direction and more brands aren't investing in skincare tech, Filip explains that it ultimately comes down to the bottom line.
Filip: It's simply that it does not make business sense for today's beauty companies to do that. You know, it's not some big conspiracy theory that they are against you, but is simply against their profit interests. Because once they sell you a device, even if it is €200, this device will last you and you will be using it for five or ten years and they get €200 in ten years. And if they sell you cream for only €10, but sell it to you every month or every week, they are going to make 100 times bigger profits out of that. And on top of that, you will need to come back to the shop every week to get your cream or every month, and then they have to sell you another three or four creams because obviously this cream didn't work. So you will keep on doing it, but you need to add another one and another one and another one now and then. Soon you will have like 300 products in your wallet. You will think ‘Why is it not working? Maybe I need to have one more…'
Speaking more generally about his journey into creating the world's leading beauty tech brand, Filip shares what he wishes he had known at the start of his entrepreneurship journey.
Filip: ‘What I wish I knew is that failure is not the opposite of success. And I think it is a very, very important statement because, you know, when you start the company and just start, you believe that everything that's not success will be failure and that cannot be ignored; untrue. Just because something is not a success, it does not definitely make it immediately a failure because even if it's not success, you know, you learn in this process so much about how you could do it instead of this, doing this and do that, and maybe I should do that.'
And what about looking forward? Filip's vision for the future is a much bigger focus on equipping people with the tools they need to be able to access better, more personalised self-care at home.
Filip: ‘It is a part of a much, much bigger idea that people within the last three or four years spoke of; empowering people to do more about their wellbeing and health themselves, instead of relying just on their short visits to their doctor. So professionals who are going to either give you a diagnosis or treatment. Because they only see you for 5 minutes or half an hour, in that particular moment it is like taking the snapshot, not the video. And in that particular morning you can be eating something wrong or doing something the night before, or whatever it could be. It is not to really giving the whole picture in the way that you can if you're doing it yourself. So I believe we have to put more tools and knowledge in the [hands of] users so that they can really help with both diagnosis and treatments, not just about beauty, but also about many other medical aspects of life.'
To listen to the full interview with Filip Sedic and Poppy Jamie, search the Not Perfect Podcast with Poppy Jamie on your preferred listening platform. Episode released Wed 3rd August 2022.
Apple Podcasts: https://podcasts.apple.com/gb/podcast/think-like-an-inventor-meet-the-record-breaking/id14827 65009?i=1000574829925
Spotify: https://open.spotify.com/episode/2ZnRkzWuXuXiu6K8ZKMrHZ?si=1baa38589fd04bdb
Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5hY2FzdC5jb20vcHVibGljL3Nob3dzLzg wMmVjMGNmLWUxMzktNGNmZi05MGU4LTRmZWIwM2FmZmE5NA/episode/NjJkMDNkN2YzNmI 3YjkwMDEzYTU4NWVk?hl=en-GB&ved=2ahUKEwi0iIDvtar5AhWnSEEAHZWbD2sQjrkEegQIAhAF&e p=6
For further media information contact Halpern/ Lottie Stanford at lottie.stanford@foreo.com
About FOREO: FOREO, the beauty tech pioneer, combines cutting-edge technology and innovation to create groundbreaking devices that save both time and money whilst delivering premium skincare and beauty results. LED light therapy, Thermotherapy, Cryotherapy, Microcurrent, T-Sonic pulsations – these revolutionary technologies no longer belong to the realm of science fiction, but are now a reality. And the latest breakthrough? A full facial treatment that takes only 6 minutes, delivering spa-level results in 3 easy steps. Start with LUNA 3 and its 1-minute facial cleansing, followed by UFO 2 supercharged 2-minute facial to infuse ingredients into the deepest layers of skin, and finish with BEAR, the safest microcurrent device in the world, for that energising facial toning! Welcome to the world of FOREO
