The Nuori Difference & Meet the founder

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Our fight for fresh

When it comes to maximizing efficacy and purity, nothing beats freshness. Nothing.

That’s why everything we do – from our quest for the best natural ingredients to our small batch production – is focused on delivering freshly blended, pure products at the peak of their power.

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WHY fresh?

Most cosmetic products are formulated to last at least thirty months, or more than two and a half years. This makes sense if your only focus is on optimizing the business bottom line, but not if your focus is product performance. We have been trained to believe that longer is better, expiration dates are bad and that products should last forever. However, numerous studies have shown that commonly used active agents such as vitamins and peptides are unstable in cosmetic formulations. They start losing their beneficial properties in just a few months.
 
With no fresh skin care options in sight, we’ve learned to accept the performance compromise of longer shelf-life as a cost of doing business.

That changes now.

THE NUORI DIFFERENCE

NUORI products are created with 100% natural ingredients and the latest generation of bioengineered actives. We blend our formulas at our professional production facilities, quickly delivering them to our stores across the world.

NUORI’s freshly blended formulas are unique in two distinct ways: 

1. They deliver 100% efficacy. Because we always choose the best actives natural science has to offer, and because our formulas are not weakened by time-related ingredient breakdown.
 
2.They are extremely pure – 100% free from synthetic preservatives, stabilizers and other additives normally used to stabilize and prolong the shelf life of beauty products.
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Delivering on our promise

We define freshness as the reason for our being, and we set the bar high for all aspects of the NUORI concept. We develop intelligent formulas using only the best natural ingredients, and protect their integrity by marking every product with clear batch numbers and expiry dates.

Welcome to an industry rethink on fresh natural beauty!

formulations

Every formula we develop starts with two questions:

What are our goals for the business? What kind of sensory pleasure do we wish to offer our customers?

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We identify the best natural active ingredients with documented efficacy and safety, then formulate them into finished products. We test each formula for efficacy, purity and safety according to stringent European Union cosmetics regulations, as well as additional testing required by other national regulatory bodies such as the FDA in the US. It normally takes us over 1 year to develop a new formula from idea to finished product.
 

Packaging

Our premium protective packaging minimizes exposure to air, light and bacteria before and during use. This means every NUORI product you meet is at peak efficacy, guaranteed.

Production

To ensure rapid time to market, NUORI products are freshly blended in small batches every 10 to 12 weeks at our professional production facilities, packaged and promptly delivered to our retail partners across the world.

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Batch stamp

The batch number is always stamped on the front of our outer packaging, guaranteeing the optimum freshness and efficacy of your favorite NUORI products. This stamp is a powerful proof that NUORI products are the freshest on the market.

Expiry Date

Our natural formulations remain potent and stable until The Expiry Date. This date provides an additional level of transparency and serves as a reminder for when to replace your NUORI product with a new, fresh one. The Expiry Date can be found stamped on the bottom of our bottles or on the top of our tubes. 

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JASMI BONNEN FOUNDER, CEO

Meet the NUORI Founder:

Jasmi Bonnén & her vision

NUORI is a natural beauty brand that develops products for visible results. Our bio-active ingredients are at the forefront of innovation.

I have always had the vision of eliminating the need to choose between natural and synthetic beauty products. NUORI products contain only natural ingredients with benefits backed by clinical research, and absolutely no synthetic or toxic additives. All NUORI products are made fresh daily, using a process called flash-blending, which blends synergistically-balanced formulas.

That’s why the world’s top international spas and skincare therapists prefer NUORI. I invite you to learn more about our products and why fresh is best.

 NUORI was launched in 2015 by Jasmi Bonnén, whose philosophy is rooted in freshly blended skincare. This allows her to create the purest formulations with the highest level of efficacy. 

Why did you decide to create NUORI?

While working at L’Oréal, I developed my own skincare range. The idea for the line came to me while we were implementing 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 expire 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 six years ago, I finally gathered up the courage to quit my comfortable corporate job and take the frightening leap into entrepreneurship.

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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 36 countries across the world – and that I have proven that the freshness concept is not such a crazy idea after all!

RESULTS FIRST. NATURAL ALWAYS. FINALLY.

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