Foreo's Beki Hoxha on following 'the Apple model' for beauty device pricing

80% of Foreo's business comes from Luna, a small line of handheld gadgets that promise to clean the face through vibrating silicone bristles. Despite the demand for the brand as <a href="https://www.glossy.co/beauty/how-beauty-device-brands-are-avoiding-clarisonic-fate">facials have only recently resumed in cities like New York</a> -- "business is amazing," said Beki Hoxha, the vp and gm of business operations for Foreo Americas -- the Swedish company won't be making any changes to pricing.

"There's nothing in the world that is the 'white truffle' of technology, that we'll actually charge $1,000 and be able to justify it," Hoxha said on the Glossy Beauty Podcast. "That's why we follow the model where Luna 1 launched at $199 -- Luna 2 came out and was a much better, improved product, but it didn't go higher in price."

Hoxha talked about TikTok's big advantage over incumbents like Facebook and Instagram, what makes for a great influencer in 2020 and how one of their product lines caters to the "anti-anti-aging" crowd.