Freshen up with FOREO

Who says you can’t be a tree hugger and a tech junkie? In addition to having a close connection to nature, the Swedes are also at the forefront of innovative technology. Since 2013, Swedish beauty tech pioneer, FOREO, has been developing advanced wellness tools to upgrade the self-care experience. At BWB, we are always up to date on FOREO’s latest skincare creation, from the LUNA skincare device to the UFO Smart Mask Treatment.

Now, we’re getting up to date with Beki Hoxha, FOREO’s Chief Business Officer for the Americas. Joining the team in 2014 as one of the first members of the brand’s American branch, Hoxha became a key player in FOREO’s multinational growth. Today, you can find the brand in 4,200 retail and spa locations across 70 countries where FOREO has received 80 international beauty awards. Read below to join us as Beki takes us back to the brand’s Scandinavian roots and beyond.

Bathroom | Badrum

Your signature scent at the moment?

I am a big fan of Le Labo, and Another 13 scent is my everyday go-to for any time of year. It’s a very clean and crisp scent with more woody undertones that make it appropriate for daytime and nighttime wear.

Must-have skincare products or tools?

I incorporate all of our products into my skincare routine, but I would have to say my FOREO Luna 3 for Men is an everyday staple that I recommend to everyone. The exfoliation is gentle enough for consistent use, and the silicone bristles are strong enough to get through my beard to leave my skin feeling deeply cleansed and ultra soft.

How do you like to unwind at the end of the day?

I would describe myself as a foodie. At the end of a long work day, I always enjoy finding and experiencing new restaurants with unique mixology programs as a reward for myself. Las Vegas has an incredible culinary scene. In addition to the big names on The Strip, we have a ton of hidden gems in Chinatown and the Downtown areas that I love to discover. I find spending time with friends and family over an amazing meal and a great bottle of wine is one of my favorite ways to spend my free time.

Wellness | Välbefinnande

How do you stay in shape?

I am always on the go for work, so I don’t stick to a traditional workout routine. Instead, I try to dedicate time to staying active by doing things like skiing, hiking, surfing, mountain biking, and waterskiing. The accessibility of Las Vegas really allows for me to do what I enjoy. For instance, I can be at the beach or in the mountains in less than three hours. The sun shines 365 days a year, so I do my best to take advantage of that, while enjoying everything the city has to offer.

In your opinion, how does the Swedish approach to wellness differ from the American’s?

It might come as a surprise to some that there aren’t many differences between America and Sweden in respect to wellness. They are very symbiotic. In other words, both countries focus on high quality products and innovative technology. Further, they both take a professional approach to their overall wellness routines and advice. As you know, FOREO is Swedish by design. Our sleek, technologically-advanced products are a result of both Sweden’s and America’s dedicated effort to quality and innovation in the beauty and wellness industries.

If Sweden could be defined by one wellness trend, what would it be?

By nature, the Swedish are extremely connected to their environment and their wellness trends also celebrate this beautiful gift of nature. In Sweden, luxurious spas and outdoor retreats are at the forefront of the wellness industry. Outdoor saunas and hot springs are particularly popular in Sweden because the benefits of these natural resources are incredibly powerful.

Balance | Balans

What does your morning routine look like?

My morning routine is pretty straightforward and low maintenance. Usually, I wake up early to connect with our global team out of Croatia. So, I make myself coffee, take a few work calls and check my emails. From there, I make myself a light breakfast, grab a coffee to go and head into the office to start the day.

Your favorite nostalgic homemade meal?

I was born in Albania, but I grew up in Greece and Italy. My most nostalgic meal would have to be traditional Italian Sunday Gravy. I’ll never
forget the way my mother’s gravy would waft throughout the house every Sunday. My mother loves to cook. As a child, I would love spending time with her in the kitchen learning how to make her special gravy. If I’m ever feeling nostalgic, I’ll spend my Sunday making gravy and homemade pasta to feel a little closer to home.

How do you maintain work-life balance?

I am very passionate about my work, so I find it can be difficult to disconnect and take time for myself. Before the devastating COVID-19 pandemic, I loved to travel. I love being able to see different parts of the world and learn from other cultures.

Of course, I haven’t traveled over the last year, which has certainly changed my perspective on what is most important to me. Spending time with my close friends, who are like family to me, has been my number one priority this year. It’s easy to take the little things for granted. But, this pandemic taught me to slow down and appreciate the time I have in this world.