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A freshly blended, high-performance natural Nordic skincare that sets out to challenge the current industry standard of shelf life, efficacy & purity.

Nuori is an innovative, high-end natural cosmetics company founded in Copenhagen. NUORI approach combines the latest science with cutting-edge design - and a Nordic love for simplicity & purity with a passion for beauty.

Today most skincare products are formulated to last at least 30 months, that is 2,5 years or longer. This is a result of EU regulation that was meant to increase consumer transparency, but has in fact resulted in the opposite. Long shelf lives have become the industry standard, and a large share of research & development is still dedicated to enhancing product stability. But even with the help of new preservatives & additives, active ingredients cannot be protected against breakdown over time.

When Denmark-based NUORI’s founder Jasmi Bonnén started looking into the shelf lives of cosmetic products, she was surprised to find numerous studies documenting that commonly used active ingredients, such as vitamins, are unstable in cosmetic formulations. Time is the biggest cause of molecule breakdown, followed by air & light. In fact, many active ingredients start loosing their beneficial properties in just a matter of few months due to oxidization.

Long shelf lives also mean that most skincare formulas contain not only preservatives, but also various other additives such as stabilizers, fillers, color & fragrance enhancers. With no fresh skin care options in sight, NUORI has learned to accept compromised performance & purity as the status quo of mass-produced skincare.

NUORI was born from the ambition to bring the ideal of freshness into skincare. This ambition sets the bar for all aspects of our concept”, Jasmi explains. All NUORI products are freshly blended in small batches every 12 weeks in the laboratory in Denmark. Premium protective packaging minimizes exposure to air, light, bacteria and mold before & during use. Furthermore, all products are stamped with two dates: a Start-Using-By Date and an Expiry Date. The first date tells consumers when to start using a product, at the latest, in order to benefit from the optimum freshness & efficacy of the formula. The second serves as a reminder of when a product should be replaced by a new, fresh one.

But what’s really in it for the consumer? According to Jasmi, the answer is surprisingly simple: “Fresh skincare makes sense the same way fresh food does – it’s more nourishing and has less additives”. Following this logic, NUORI’s freshly blended skincare products have two distinct benefits:

  1. The efficacy of any given formula is higher since active ingredients are not weakened by time-related breakdown.
  2. The products can be kept truly pure & highly potent, as no synthetic preservatives, nor other additives, are needed to artificially prolong the stability & shelf life of the products.

NUORI’s first collection of natural, high-performance skincare for face & body was launched at select European retailers in September, 2015.
Freshness = Efficacy and Purity
NUORI products are blended every 12 weeks in small batches in Denmark. This level of freshness brings with it two distinct advantages. It means that active ingredients are not weakened by time-related breakdown. And it allows the products to be extremely pure – 100% free from synthetic preservatives, colorants and fragrances as well as other chemicals normally used to stabilize the efficacy and consistency of skincare products over time.
There’s natural, and then there’s 100% natural
Jasmi Bonnén is very passionate about her ingredients. “So many skincare brands label themselves natural, but if you look closely at their ingredient lists, almost none of them fully live up to this claim”. Jasmi’s philosophy has from the outset been to use only ingredients of natural origin & when NUORI add actives to their formulations, they only choose naturally occurring compounds, such as vitamins & amino acids. This means that NUORI’s products are 100% natural & FREE FROM parabens, mineral oils & petrolatums, PEGs, PPGs, MEA, DEA, TEA, phthalates & sulfates.


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