Boris Trupčević



Before jumping into the world of well-being and beauty-tech at the end of 2020, Boris Trupčević was a media expert with over 25 years of experience, a long-time CEO, former General Manager of Styria Group Croatia, Board member at International News Media Association, and president of Croatian Publishers Association. He has a strong product development background, he loves design, innovation, new technologies, and all things digital.

In his professional journey, Boris was responsible for content, editorial, both print and online products, digital operations, technology, sales and marketing. He executed an all-around digital transformation of his former company, while his products, campaigns, innovation initiatives and communication solutions have won more than 100 international awards. His full focus on digital transformation included extensive educational programs, employee training and the founding of internal technology solutions teams, including Data Science & Machine Learning team.

Turnarounds and change management have been a part of all of his jobs. Beginning 2021, Trupcevic took over the leadership of Swedish beauty-tech brand FOREO as the company’s CEO and found himself at the forefront of yet another transformation, elevating the beauty-tech brand beyond the beauty category and into well-being. In 2021 alone, under his leadership, FOREO expanded its portfolio with 8 new innovative products, with even more planned for 2022. Trupcevic took a major step towards sustainability and continues to drive innovation as well as strong focus on customer satisfaction.