Meet the NUORI Founder: Jasmi Bonnén

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. 


Why did you decide to create NUORI?
The idea for my own skincare range came to me already while I was working at L’Oréal. This was over 10 years ago, and at the time we 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 I became aware of this fact, I began looking for information about the effect of time on cosmetics. I 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 stabilize the formulas over a longer period of time.

I 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, I finally gathered up the courage to quit my comfortable corporate job and take the frightening leap into entrepreneurship.


What is the philosophy of the brand and why?
Our philosophy is called “Fight for Fresh”: we wish to bring consumers a fresh skincare option that’s been absent from the market. This ambition sets the bar for all aspects of our concept. All NUORI products are freshly blended in small batches every 10-12 weeks in the laboratories and quickly shipped to our retail partners. We also invest a lot in our premium protective packaging that minimizes exposure to air, light, bacteria and mold before and during use.


What has been the biggest challenge when starting NUORI?
When I first started NUORI, a lot of people in the industry told me that it was a crazy idea creating a brand with such a production and distribution model. Most brands operate the exact opposite way and manufacture large batches of products that have long shelf lives of 3,4 or 5 years. I have even heard about products that would be on shelves for 10 years!

I am proud to say that our NUORI products are now available in over 20 countries across the world – and that I have proven that the freshness concept is not such a crazy idea after all!

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