As a cofounder of the cult favorite brand Fresh, Lev Glazman knows a thing or two about what it takes to make a beauty product extra special. He and his wife, Alina, became pioneers in the early '90s when they opened an apothecary shop focused on creating products that highlight the power of natural ingredients and time-honored rituals-all with an artisanal spirit. Today, Fresh has a dedicated following with new devotees every day. With good reason. Lev took some time to tell us all about his favorite products right now, the power of high-quality roses and the beauty tips he gives out most, including to his own daughters.

What makes Fresh so wildly popular and loved by so many?
Each Fresh product is created from a personal need, not a focus group or marketing research. The inspiration comes from everywhere-everyday life, curiosity, constantly looking for new ingredients, and the power and effectiveness of those ingredients. That personal passion lives in our products and creates a heartfelt response. I always see Fresh products evoking a hand-over-the heart reaction.

Once we have a very clear idea and passion behind a particular ingredient, we put a lot of science into developing the product. Fresh is always at the forefront of the beauty industry. We view ourselves as innovators. As a brand, we're always pushing the envelope, introducing new ideas into the marketplace. With every formula there is an element of challenge because we use the highest quality natural ingredients that deliver the best results blended with the most innovative textures for a transformative product.

What is the question you get asked the most by customers and friends about beauty, and what advice to do give in response?
The most common questions I hear are about dealing with unbalanced skin that is oily in some parts while dry in others. They are also concerned with correcting uneven skin tone. I highly recommend cleansing your skin in the morning and at night. The number one mistake I see people making is not choosing the right cleanser. They should be looking for a formula that won't strip away all of the skin's essential moisture.

I also believe that you need to drink a lot of water and watch your daily sugar and dairy intake. It's all about eating clean, unprocessed food. Each ingredient that you ingest can cause sensitivity to the skin.

I always advise my daughters to not use a heavy foundation and to avoid ones that contain oil, which can clog the pores and cause breakouts. That is why it is so important to wash off your makeup at night.

Your Rose Collection is wonderful. What makes roses so universally appealing, and what are their beauty benefits?
The rose truly represents beauty. It's beautiful to look at, beautiful to smell and has an abundance of benefits. I call it "nature's wonder." One of the most recognizable flowers across cultures, the rose is associated with romance and royalty and has been the basis of beauty rituals for centuries. Ancient Roman courts were decorated with garlands to stimulate the senses, and queens from Cleopatra to Marie Antoinette used it for perfume.

With today's technology, we are able to refine the purity of the extract, making it even more effective in skin care. The flower yields an incredibly precious oil brimming with nutrients that help to nourish, soothe and tone the skin, and the scent adds a unique mood-enhancing quality to the experience.

Your roses are sourced from Isparta, Turkey. What makes the roses that grow there so special?
We use only the purest rose oil and rosewater for the Rose Collection, sourced from the damask rose. Each spring for one month, farmers handpick rose blossoms every day at sunrise, when the oil yield is at its peak. The roses are then distilled to extract the oil and water. Distilling the flower yields these incredibly precious elements that work to nourish and soothe the skin. This process is part of the rich culture of the Turkish countryside and has truly evolved into an art form.

For someone who has never used your products, what are the favorites you recommend they try first?
I use our Soy face cleanser morning and night, and I do a Rose face mask daily. Also Sugar advanced therapy lip treatment is a must. Really the list is endless, but if I had to pick, my other favorites include Lotus Youth Preserve face cream with Super 7 Complex, Black Tea age-delay firming serum and Crème Ancienne eye cream.

As we continue moving into warmer weather, what products are essential?
I turn to the Rose Collection when it is warmer outside to ensure my skin stays hydrated. I am addicted to the Rose deep hydration face serum, Rose deep hydration face cream and Rose hydrating eye gel cream, as they deliver an unbelievable level of hydration, especially for the warmer time of year.

What are your tips for turning an everyday beauty regimen into a pampering ritual?
One easy way is to incorporate a face mask into your skin care ritual. It's like doing an at-home facial. That's what's beautiful about a mask-it's not something you put on and go out on the street with. Instead it gives you the opportunity to spend a moment in time with yourself, to indulge in an incredibly sensorial and relaxing experience. But no matter what product you're using, just pause to focus on the texture, to breathe in the scent. Allow it to truly stimulate all of your senses and transport you. While the inspiration may have been my own, it is your personal experience that ultimately makes a Fresh product come alive.