When Paul Peros left Foreo, the Swedish face-tech company that he helmed as chief executive officer from 2013 to 2018, he said he was leaving to pursue other projects. Since then, those in the know wondered where he would pop up next.
Now, at CES in Las Vegas, he’s ready to announce his next act. And, it turns out, the occasion marks his return to beauty tech.
This time, however, he’s setting his sights above the face.
In a briefing with WWD, Peros took the wraps off of his new company, Réduit, and its first products: The Réduit One, a high-tech hair-care delivery device that promises more effective delivery of active ingredients than simply slathering hair with conditioners or hair-care potions.
“What we’re trying to do here is rethink the whole product, which traditionally was a topical, in terms of effectiveness and delivery, for ‘precision beauty,’” said Peros, now Réduit’s ceo. “It is the precision of really getting the things that we want, where we need them, in the application itself.”
Now, at CES in Las Vegas, he’s ready to announce his next act. And, it turns out, the occasion marks his return to beauty tech.
This time, however, he’s setting his sights above the face.
In a briefing with WWD, Peros took the wraps off of his new company, Réduit, and its first products: The Réduit One, a high-tech hair-care delivery device that promises more effective delivery of active ingredients than simply slathering hair with conditioners or hair-care potions.
“What we’re trying to do here is rethink the whole product, which traditionally was a topical, in terms of effectiveness and delivery, for ‘precision beauty,’” said Peros, now Réduit’s ceo. “It is the precision of really getting the things that we want, where we need them, in the application itself.”
Paul Peros, former ceo of Foreo, now chief executive of Réduit, sits down with WWD at CES 2020.
Adriana Lee
On a fundamental level, the concept is similar to what Procter & Gamble’s Opte does for