It’s not just Danish homewares that are thoughtfully designed and created with care, it’s beauty products too. I first discovered NUORI while on holiday in Copenhagen a number of years ago now, and their pure and simple ranges of skincare, bodycare and haircare remain a real treat.
With a philosophy called ‘Fight for Fresh’, everything NUORI produces is 100% free from preservatives and synthetic additives, something I’ve personally become more and more aware of. Let’s be honest, once you hit the big 4-0 good skincare isn’t just a luxury, it’s essential.
So, when I had the chance to chat recently with NUORI Founder, Jasmi Bonnén I wanted to find out more about her entrepreneurial journey and incredible products, as well as her top tips on keeping our skin looking good whatever the world has to throw at us.
Here’s what she had to tell me:
Can you tell us a bit about your back story – how did you come to found NUORI?
The idea for creating my own skincare range came to me while I was working at L’Oréal. This was over 10 years ago now, and at the time we were implementing new EU rules for the labelling of cosmetics.
One of the new requirements was that all 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 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. Another downside of long a shelf life is the use of synthetic preservatives and other additives, which are needed to preserve and stabilise 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, so just over five years ago now, I finally gathered up the courage to quit my comfortable corporate job and take the frightening leap into entrepreneurship.
How are your products made – what makes them different?
All NUORI formulas are developed to deliver visible results using only the best natural ingredients and the latest generation of bioengineered actives. Our products are freshly blended in small batches every 10 to 12 weeks and promptly delivered to our retailers and customers across the world.
Our freshly blended formulas are unique in two distinct ways; they deliver 100% efficacy, because we always choose the best actives natural science has to offer, and two, they are extremely pure, everything we sell is 100% free from synthetic preservatives, stabilisers and other additives normally used to prolong the shelf life of beauty products.
What are your top 3 tips for healthy and happy skin, especially given the stresses and strains of the last twelve months?
As the seasons and our circumstance change, our skin is susceptible to changes too. The good news is that by just making small changes to your routine you can still enjoy radiant, plump, and happy skin:
- Make sure you get enough sleep and drink plenty of water.
- Our Supreme Moisture Mask is my go-to skin saviour, it goes on transparent, so you don’t need to just wear it at night. Apply it before going for a walk or even before long video calls, for that extra hydration boost!
- For an extra soothing treat, I store my facial cream, Protect+ in the fridge. The cool anti-irritant formula instantly calms stressed skin.
What was the inspiration for your first accessories line?
We developed the new accessories line in close collaboration with a group of industrial designers and creatives who had a real appreciation for Scandinavian design tradition and understood NUORI’s brand promise.
This led us to the New York and Copenhagen based creative agency NR2154. We tasked the designers to come up with a line of luxury beauty accessories that would keep looking and feeling fresh as well as produce them in a quality that is long-lasting and sustainable.
The starting point for each item was classic shapes with each object then developed using the cornerstones of Scandinavian design philosophy; superior functionality and simplicity, attention to detail, and impeccable craftsmanship.
Colour development for the line was also central to the design process. To find the right colours, we spent a lot of time on visual research. We looked to nature, fashion, and Nordic culture. Finnish and Danish design history also played a large role.
What do you hope for NUORI in the future?
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. I am proud to say that our 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!
Moving forward, we’re planning to introduce even more innovative freshly blended skincare and more premium beauty accessories as well as lots of other exciting surprises for our brand fans.
Thank you so much to Jasmi for chatting with me, I’ve loved finding out more about one of my favourite skincare brands.
NUORI has kindly offered all Nordic Notes readers a 10% discount until 31st March 2021 on their first order. This includes all products, except bundles. All you need to do is pop NORDICNOTES10 in at checkout.
To find out more visit the NUORI website.
Like this post? Then why not read my chat with interior design blogger and best-selling author, Frida Ramstedt.
All images courtesy of NUORI, photographer Ryan Plett.