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By applauding the power of freshness, NUORI introduces a new generation of skincare products with the
highest level of efficacy and purity for today’s uncompromising customers.

Freshness allows Nuori to create pure and 100% natural products, completely free of synthetic additives that
artificially prolong the shelf life of skincare formulas. Freshness also ensures peak efficacy, as active
ingredients are not weakened by time-related breakdown. To guarantee that NUORI products are the freshest, the products are freshly blended in small batches every 10 to 12 weeks in Denmark. 

Meet the Founder

NUORI was launched by Jasmi Bonnén in 2015 with a philosophy rooted in freshly blended skincare, which gives the unique opportunity to create the purest formulations with the highest level of efficacy.

The idea for her own skincare range came to her already while she was working at L’Oréal. This was over 10 years ago, and at the time they were implementing the new EU rules for labelling of cosmetics. One of the new requirements was that all cosmetic products should have a visible expiry date. But there was an exception to this rule: if a product has a minimum durability of more than 30 months (meaning 2.5 years or more), it does not need to have an expiry date. Not surprisingly, everything above these 30 months very quickly became the industry standard for shelf life.

When she became aware of this fact, she began looking for information about the effect of time on cosmetics. She was surprised to find several studies showing that commonly used active ingredients, such as vitamins, start losing their beneficial properties in just a matter of months after blending because of oxidation. Another downside of long shelf lives is the use of synthetic preservatives and other additives, which are needed to preserve and stabilise the formulas over a longer period of time.

She became more and more convinced that there was a need for a fresh skincare alternative on the market. And it is a bit over five years ago, she finally gathered up the courage to quit my comfortable corporate job and take the frightening leap into entrepreneurship.


Pictures and text (adapted) from Nuori.


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