Filip Sedic is a Bosnian-born Swedish inventor who has over 200 patents to his name. He is the creator and CEO of FOREO, a world-record-breaking Swedish brand that is revolutionising beauty and wellbeing.
Sedic's insatiable curiosity has led him to file and obtain more than 200 international patents in various fields. Now, as part of his penchant for investing in industries in need of a makeover, the inventor is focusing on revamping the beauty tech industry for the better.
Sedic started his career with IMC (Internet Marketing Communications) in 1995 and established one of the first digital marketing agencies in Stockholm, specializing in active online content development, database management and technical sales of web-based solutions.
After that he launched LELO and INTIMINA, the brands which stand at the forefront of questions on intimate health and well-being.
FOREO stands for 'For Everyone', what makes it unique from other brands is its design which inspires self-confidence and delivers professional level treatments for all.
FOREO has risen to become the world's most popular beauty tech brand in just a few short years, winning more than 90 accolades for groundbreaking innovations such as the FOREO LUNA micro 2 face cleaning brush and, most recently, the FOREO UFO.
FOREO has managed to not just survive, but prosper in the most competitive business on the planet, by integrating cutting-edge technology with stylish Swedish aesthetics.
The LUNA line of facial cleansing brushes is one of the major accomplishments of Sedic's team. The material used in the initial model, medical-grade silicone, was a world first for a skincare tool of this kind when it was released in 2013.
With ISSA, a sonic, silicone brush that combines comprehensive cleaning with a gentle, non-abrasive touch, the FOREO Institute took the greatest, boldest stride forward in toothbrush design in 60 years.
This global FOREO craze brought in a whopping USD$1 billion, cementing FOREO's status as an industry heavyweight. While the majority of beauty brands in the world are owned by seven corporations, FOREO remains proudly independent in its mission to profoundly alter people's lives. So far, it appears that they are succeeding.
FOREO has grown from two individuals to a staff of over 2,000 happy faces in 42 offices around the world. FOREO is making its imprint on the world by introducing one game-changing product at a time, from its headquarters in Stockholm to offices in Shanghai, Sydney, and all points in between.
FOREO is at the vanguard of the beauty-tech revolution, inspired by Sweden's legacy of invention, as evidenced by the success of companies like Skype, IKEA, and Alfred Nobel of the Nobel Prize. Sedic's products continue to have a dramatic impact on millions of people's daily lives, with one product sold every three seconds in 2017 and more than 100 accolades earned.
