ABOUT NUORI

 


SHOP

AN INDUSTRY rethink ON freshness

.

A new Nordic skincare brand sets out to challenge the current industry standard of shelf life, efficacy, and purity.

.

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 and development is still dedicated to enhancing product stability. But even with the help of new preservatives and additives, active ingredients cannot be protected against breakdown over time.

.

When 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 and light. In fact, many active ingredients start losing their beneficial properties in just a matter of few months after blending due to oxidization.

.

Long shelf lives also mean that most skincare formulas contain not only synthetic preservatives, but also various other additives such as stabilizers, fillers, color, and fragrance enhancers. With no fresh skin care options in sight, we’ve learned to accept compromised performance and 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 therefore freshly blended in small batches every 10 to 12 weeks in the laboratory in Denmark and promptly shipped to retail partners across the world. 

.

Furthermore, all products have the batch number stamped on the front of the packaging as a clear proof of the optimum freshness and efficacy of the formula. All products are also marked with an expiry date, serving as a reminder when to replace it with a new, fresh one. Premium protective packaging furthermore minimizes exposure to air, light, bacteria and mold before and during use. 

.

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 and highly potent, as no synthetic preservatives, nor other additives, are needed to artificially prolong the stability and shelf life of the products.

.

NUORI’s first collection of natural, high-performance skincare for face and body was launched at selected retailers in September 2015. The NUORI range is currently available in over 25 countries around the world.

 

To submit a question or booking request via email please do so here.