Meet the NUORI Founder: Jasmi Bonnén

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.

Why did you decide to create NUORI?

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.

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!


Hi, can you tell the story behind the brand name? You know word “nuori” is Finnish and it means “young”. 😊

Fredrika May 16, 2023

Hej Camilla,

Mange tak for spørgsmålet.

Vi arbejder sammen med forskelige make-up artister verden over, men desværre ikke så mange her i Danmark endnu. Du kan dog prøve at kontakte Untold Secretz og Sidsel Marie Bøg som står bag. Sidsel har mange års erfaring som stylist og vandt i 2017 Elle Style Awards som årets hårstylist. Hun bruger NUORI produkter på sine kunder og ved alt om hudpleje.


NUORI Team May 04, 2020

Hi Gry,

Thank you for your comment and interesting questions.

All NUORI products are 100% natural and developed by scientists and chemical engineers who have perfected and tested our formulas. We are using both all-natural essential oils as well as plant origin ingredients in our products. The full NUORI product range is plant-based, with the exception of beeswax.

We do use select organic ingredients for our NUORI products, however, we have made a conscious decision not to include this fact on our packaging and online. There are many different types of certificates for different markets and many of these do not guarantee either 100% natural or organic products. With our freshness concept in mind, we can with NUORI always ensure that our products are totally free from potentially harmful ingredients.

Fresh Wishes


NUORI Team May 04, 2020

Hi Nuori,

Are you working a long side with any chemist or dermatologist to develop your range of products?
And is this a blend of plants or essential oils – or maybe a combo?
It’s a bit of a jungle when it comes to natural products…
Is this organic and certified as well?

Sorry for all my questions ;-)

Kim’s regards,

Gry Astrid Larsen May 04, 2020


Jeg vil høre, om I kender nogle make-up artister, der bruger bæredygtige mærke som jeres og/eller har bæredygtige værdier?
Jeg er fotograf og leder efter en make-up artist til portrætter – gerne en der bor i nordsjælland eller omegn.

God dag
mange hilsner

Camilla Hey May 04, 2020

Males sende and congratulations That your “No nonsense” concept has been so well received. I have just bought the eye cream and look forward to hopefully being happy about it and hence willing to consider the full range. Wish you continued success!

Kirsten Arendrup May 16, 2023

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