Inspired by the ancient Greek wisdom of herbal medicine and aromatherapy, and following traditional family recipes, Fresh Line was founded in 1992 as a small family business. Today, the company produces more than 300 natural skincare, haircare, and body care products, formulated with a rich blend of essential oils, botanical extracts, natural butters, organic oils, vitamins, and active ingredients with clinically proven efficacy.

Fresh Line is a pioneer of the Fresh Bar concept—a unique category of cosmetics sold fresh and by weight, allowing customers to choose the exact quantity they desire. This range includes certified face masks stored in refrigerators, shower gels, body lotions, and handmade soaps, all served fresh in-store. Today, Fresh Line operates its own production facility in a bioclimatic, energy-efficient green building of 6,000 sq.m. in Koropi, Attica. The company maintains more than 40 points of sale in Greece, including street stores and corners in major department stores, while also operating a network of 250 retail locations across 12 countries.