The Beauty Of The Bloom: Why The Damask Rose Is Your Skin’s New Best Friend (Win!)

Winter in Canada is officially here, and for many of us, that means the inevitable battle with dry, dull skin. Enter Fresh’s Rose Collection: a lineup of hydration heroes powered by damask rose extract specifically sourced from Bulgaria’s iconic Rose Valley. Selected from over 200 varieties for its unique ability to strengthen the skin barrier while delivering a massive boost of deep hydration, this collection is the ultimate cold-weather essential.

We sat down with Jacqueline Jackson, Vice President of Product Innovation, to discuss the science behind their best-selling formulas—from the Rose Deep Hydration Face Cream with its 72-hour time-release technology to the cult-favourite Rose Deep Hydration Facial Toner infused with real petals. Whether you’re looking to refine your pores or master the “Rose Hydration Hack” for a dewy glow, Jacqueline is sharing how these botanical powerhouses can transform your routine. —Noa Nichol

The Selection Process: You tested over 200 rose varieties before choosing the Damask rose from Bulgaria’s Rose Valley. What was that “lightbulb moment” when you realized this specific bloom was the one capable of delivering the 72-hour deep hydration that has made the collection so famous?

When we began developing what would become our Rose collection, we didn’t set out to choose a famous rose – we set out to find the most functional one.

The lightbulb moment came when we started seeing the data from the Rosa Damascena sourced from Bulgaria’s Rose Valley. Its composition was extraordinary. It’s naturally rich in oligosaccharides and galacturonic acid – molecules that are incredibly effective at attracting water and helping skin retain it.

But what really excited us beyond the composition was that this extract didn’t just hydrate temporarily- it helped activate biological pathways linked to hydration while supporting epidermal thickness. That’s when we knew we had something special. This dual action, replenishing and reinforcing the moisture barrier, is what ultimately led to the 72-hour deep hydration claim the collection is now known for.

The Visual Experience: The Rose Deep Hydration Facial Toner is world-renowned for having real rose petals floating in every bottle. Beyond the stunning aesthetic, how does keeping the physical petals in the formula enhance the sensory experience and the efficacy of the product for the user?

The Rose Deep Hydration Toner is one of those formulas where science and emotion come together. 

Yes, the suspended rose petals are visually stunning, but they’re also intentional. We wanted the formula to express the rose in its entirety. When you pick up the bottle, you see the petals, you inhale the scent of a fresh rose in its natural environment, and when you apply it, you feel that silky, petal-soft texture glide over the skin.

From a formulation standpoint, the petals are part of the story of authenticity. They reinforce that this isn’t a synthetic interpretation of rose, it’s the real thing. And beyond the sensory pleasure, the toner itself is high-performing, helping clear away residual impurities, visibly refine pores, and soften skin while delivering hydration.

For me, that balance of efficacy with the full rose experience is what makes it iconic.

Winter Skin Rescue: With winter being particularly harsh on the skin barrier, how does the Rose Deep Hydration Face Cream utilize its “time-release” technology to ensure that skin stays bouncy and dewy throughout the day, even in drying indoor heating and freezing outdoor air?

Winter is when skin’s barrier is truly tested – freezing outdoor air, dry indoor heating and constant temperature shifts. Hydration loss accelerates, and the barrier becomes vulnerable.

Alongside the Damask rose extract, we included a time-release technology that forms a tight-knit micro-network across the skin’s surface.  Think of it almost like an invisible mesh. Within that network are moisturizing elements, including amino acids like serine (a key component of the Natural Moisturizing Factor of our skin), that are gradually released throughout the day. Instead of a single surge of hydration that fades by mid-afternoon, you get a steady replenishment.

The result is skin that stays bouncy and dewy, even in harsh winter conditions. It’s about sustained comfort, not just an instant hydration boost.

The Science of the “Hack”: Your signature Rose Hydration Hack involves blending the Oil-Infused Serum with the Face Cream. From a formulation standpoint, why is this combination so much more powerful than applying the products separately, and how does it help achieve that specific “plumped-with-moisture” look?

From a formulation perspective, it’s a beautiful synergy. The Oil-Infused Serum delivers a blend of water-phase hydration and nourishing oils that enhance barrier function. When used in combination with the Face Cream, it amplifies the cream’s ability to hydrate skin.

When we tested the combination, we found that the serum boosted the hydration performance of the Face Cream by 62%.

Visually, you see that “plumped-with-moisture” effect almost immediately. Scientifically, what’s happening is that you’re maximizing both water-binding capacity and occlusive support at the same time. It’s not just layering, it’s optimizing the architecture of hydration.

A Cultural Icon: Fresh has effectively turned the rose—a classic, centuries-old beauty ingredient—into a modern, high-tech skincare powerhouse. How do you continue to innovate within this collection while staying true to the timeless, romantic heritage of the Rose Valley?

The rose is one of the most storied ingredients in beauty history. The challenge, and the privilege, is honoring that heritage while continuously pushing it forward.

At Fresh, we’re obsessed with nature and its untapped potential for skin. Our approach has always been rooted in the curiosity to ask, “What haven’t we discovered yet?”

We continue to study the rose at a molecular level, exploring new extraction methods, and additional ingredients that can work in synergy with the Damask Rose – always striving for formulations that will deliver visible results with an experience you crave. 

The rose has been beloved for centuries for a reason. We see it not as a finished story, but as a timeless ingredient with chapters still left to write.

Win! The Fresh Rose Collection!

Congrats Laurel J. of Monte Lake, BC, who will receive the Fresh Rose Collection, including:

• Rose Deep Hydration Face Cream: Provides up to 72 hours of deep, comforting hydration with hyaluronic acids and time-release technology for skin that feels bouncy, dewy, and nourished.
• Rose Deep Hydration Oil-Infused Serum: A lightweight, oil-infused liquid serum that provides 24-hour nourishment for dewy, plumped-with-moisture skin.
• Rose Deep Hydration Facial Toner: An alcohol-free formula with real rose petals that clears impurities, strengthens the barrier, refines pores, and infuses long-lasting hydration.
• Rose Instant Hydration Mist: A calming, hydrating mist enriched with rosewater that softens, refreshes, and helps reduce the look of pores — perfect for priming, setting, or revitalizing makeup throughout the day.

Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.