NUORI are the leaders in all-natural & non-toxic products for face, body & hair.

More about NUORI

NUORI. The concept of fresh

“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!”

Meet the NUORI Founder:
Jasmi Bonnen

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.

“NUORI is the first natural beauty brand that truly performs. We develop all natural skincare that is at the forefront of bio-active ingredient innovation and delivers visible results.

My vision has always been to eliminate the need to choose between all natural formulas and results. NUORI products contain only natural ingredients with clinically proven benefits and absolutely no synthetic or toxic additives. We are the only beauty brand to utilize the science of freshly blended 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.”



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

Our NUORI Philosophy

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 minimises exposure to air, light, bacteria and mould before and during use.

When it comes to maximising efficacy and purity, nothing beats NUORI 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.

Today most cosmetic products are formulated to last at least 30 months, that is 2.5 years or longer. This makes sense if your only focus is on optimising 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

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 at our professional production facilities and promptly delivered to our stores across the world. NUORI’s 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 because our formulas are not weakened by time-related ingredient breakdown.

They are extremely pure – 100% free from synthetic preservatives, stabilisers and other additives normally used to stabilise and prolong the shelf life of beauty products.

Intelligent formulas and innovative design

Freshness defines our reason for being and sets the bar for all aspects of the NUORI concept. But we don’t stop there. We also develop intelligent formulas using only the best natural ingredients. And we protect the integrity of these formulas using the highest quality packaging and by marking all products with clear batch numbers and expiry dates.

Welcome to an industry rethink on fresh natural beauty!

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