Tech firm Foreo targets cellulite market with new body device

Foreo, the Swedish beauty tech company known for its Luna sonic facial cleansing brush, released a new body-toning version of its popular Bear series on Tuesday. Foreo’s original Bear series launched in 2020 and was billed as the most powerful FDA-cleared microcurrent device available.

The Bear 2 series now includes four tools that utilize the company’s microcurrent technology. The first three versions, launching in 2023, are designed for the face and include the Bear 2 Face Tool, which is being marketed as a replacement for facelifts and Botox. Meanwhile, the Bear 2 Eye and Lip Tool is meant to tighten and firm the delicate skin around the eyes and lips, and the Bear 2 Go is a miniature version of the facial tool that is supposed to offer similar results while on the go. They retail for $329, $253, and $279, respectively.

On Tuesday, the company launched Bear 2 Body, which is designed to tone and firm the body’s skin using a cocktail of the company’s portfolio of technologies, including two types of microcurrent and a massage function. The product is being marketed as a solution to cellulite and sagging skin.

According to research firm Mintel, 41% of consumers use some type of skincare device at home. The company’s 2023 report found that daily device use increased from 31% in 2021 to 44% in 2023. In the same 2023 study, Mintel found that 34% of current beauty device users plan to purchase a second device in the next 12 months, while among non-users, 16% said they were interested in purchasing a beauty device in the next six months.

Foreo’s latest product competes with other body firming devices, topical creams, manual devices and supplements designed to combat cellulite.

According to a peer-reviewed article published by the US National Library of Medicine, 80 to 90 percent of women have some form of cellulite — mostly on the thighs, buttocks, and hips — which includes “dimples and depressions that cause an uneven skin surface.” The cause of cellulite is related to hormones, genetics, and lifestyle, but is not fully understood. Cellulite primarily affects women after puberty.

On TikTok, the search term #cellulite has been used to tag over 163,000 posts, and it features a mix of treatments, products, and body-positive messages. Posts sharing body-positive messages about cellulite encourage viewers to accept cellulite rather than look for solutions, often repeating one popular mantra: “The best cure for cellulite is better lighting.”

The Foreo Bear 2 Body’s biggest competitor appears to be the NuFace Body Toning device, which is set to launch in 2022. It’s available for $399 at retailers in the US, including Sephora, Nordstrom, Neiman Marcus, Revolve, and Bloomingdales, as well as direct sales.

Because these devices are aimed at luxury consumers, retailers are also offering cheaper solutions.

For example, popular brand creams and serums that combat cellulite and sagging skin include Clarins Body Fit Active Gel Cream for $78, Sol de Janeiro’s Brazilian Bum Bum Firming Cream for $48 and Shani Darden Body Reform Treatment for $72.
In 2023, Charlotte Tilbury entered the cellulite-fighting market with a version of her popular Magic Cream, which launched in 2014. The brand’s Magic Body Cream retails for $65 and is available at Ulta Beauty and Sephora.

In June, Kourtney Kardashian added Lemme Smooth Cellulite Support & Skin Smoothing to her vitamin line. The capsules cost $40 for a month’s supply and contain enzymes and botanicals that the brand says smooth and firm the skin. They’re currently available directly from Lemme’s website.