Advertisement / Today’s skincare products are formulated to last 2,5 years or longer and the beauty industry has spent billions extending the life of their products to provide a longer shelf life, efficacy, and purity. The cost is that most beauty products contain not only preservatives, but also various other additives such as colors, fillers, stabilizers, and fragrance enhancers.

The up-and-coming skincare brand NUORI is taking on the long-lived industry standards with a new and pioneering approach. The founder of NUORI, Jasmi Bonnén, has taken on the challenge to build a skincare business around freshness rather than longevity. The Nordic brand launched its first collection of freshly blended, high-performance skincare for face and body in 2015.

Since then, the philosophy behind the brand is to ensure freshness, efficacy, and purity made possible by blending all products in small batches every 12 weeks in the laboratory in Denmark. Premium protective packaging minimizes exposure to air, light, bacteria, and mold before and during use. This level of freshness offers two distinct advantages for the consumer. First, the time-related breakdown does not weaken active ingredients, and secondly, it allows the products to be extremely pure – 100% free from synthetic preservatives, colorants, and fragrances as well as other chemicals.

“Fresh skincare makes sense the same way fresh food does – it’s more nourishing and has less additives.”says Jasmi Bonnén.

There’s natural and then there’s 100% natural

Jasmi Bonnén is also very passionate about her ingredients. The clear vision from the outset has always been to use only ingredients of natural origin.

“We would never compromise the purity of our formulations with synthetic and potentially harmful compounds just to extend shelf life, produce a different texture, or to create a distinct color.”Jasmi Bonnén

NUORI’s collection comprises eight face care and five body care products; all formulated to the same exacting standards of efficacy and purity. NUORI’s products can be found on the shelves of selected retailers across Europe, Asia Pacific and North America.


*numbers current at the time of writing

Copyright: All images are copyright protected and are property of Nuori.