For Fresh, beauty rituals are so much more than just taking care of your skin; they’re also about creating a sensation that’ll have you applying the brand’s cult-status products again and again. Take the Sugar Lemon Hydrating Lip Balm as an example, a mouthwatering lip treatment that instantly hydrates, plumps and coats the lips with the scent of zesty lemon – so delicious, you’ll be tempted to keep it in your handbag for when a little moisture is needed.