Our story
Fresh Line is a Greek natural cosmetics company that, since 1992, has been blending tradition with innovation to create products that care for the face, body and hair, with respect for both people and nature.
The story begins on the island of Zakynthos, where founder Mayra Vagioni was inspired by her grandmother’s homemade recipes, using pure ingredients from the garden and the rich heritage of the Greek land. The rich tradition of ancient Greek herbalism and aromatherapy, formed the foundation for a brand designed to offer more than cosmetics: small daily rituals of well-being.
With the founding of Fresh Line in Athens, Mayra and her daughters, Pavlina and Natalie, set a clear goal: to create effective products based on nature and science.
Today, the company produces over 300 natural cruelty free cosmetics with high levels of naturality, and with production taking place entirely in Greece, in its privately owned facilities in Koropi, Attica.
Headquartered in a 6,000 sq m bioclimatic, energy-efficient green building, Fresh Line employs more than 100 people. It has over 750 points of sale in Greece and abroad, sharing the Greek beauty philosophy around the world.
Fresh Line remains faithful to its values of authenticity and quality. It still maintains products that are handmade using traditional methods, such as herbal shampoo bars, oil blends, sea salt scrubs and multi-phase soaps – a reminder that handmade care can coexist with scientific innovation.
Since 2009, Natalie Vagioni has represented the new generation of the brand, reinforcing the philosophy that beauty is not just external: it is a way of life, self-care and daily balance. With over three decades of expertise, Fresh Line remains faithful to its vision of drawing inspiration from Greek nature and tradition, combining science with authenticity and creating products that offer natural, effective and affordable care – for everyone.
Fresh Line – Natural. Sensorial. Ethical. Effective
