After moving to New York at the age of 23, Lev settled in Boston, where he
pursued a range of entrepreneurial ventures. It was here that he met Alina
Roytberg. Combining Lev’s passion for fragrance and Alina’s gift for design
with their mutual devotion to high-quality ingredients, the couple eventually
founded Fresh. Lev was finally able to share a piece of his soul with the world
through Fresh fragrances, each scent a chapter of his sensorial diary. In
addition to being the “nose” of the brand, Lev is also the director of research
and development of Fresh. He is committed to creating highly effective,
innovative products that combine unique, natural ingredients with modern
technology for an experience as indulgent as it is effective.