For years, the beauty industry has spent billions extending the life of their products by months or even years. Has anyone asked why?
Introducing NUORI, a new Nordic skincare brand sets out to challenge the current industry standard of shelf life, efficacy, and purity.
“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”, NUORI’s founder Jasmi Bonnén explains. All products are freshly blended in small batches every 12 weeks in the laboratory in Denmark and are shipped with a minimalist packing that minimises exposure to air, light, bacteria and mold before and during use. Furthermore, NUORI products come with a Start-Using-By Date and an Expiry Date in order to maximise the efficacy and purity of the formula. Nowadays most skincare products are formulated to last 30 months or more, but even with the help of preservatives and additives, active ingredients cannot be protected against breakdown over time.
Jasmi found out 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 due to oxidisation. Long shelf lives also mean that most skincare formulas contain also various additives such as stabilisers, fillers, colour, and fragrance enhancers.
NUORI’s skincare products have two distinct benefits:
The efficacy of any given formula is higher since active ingredients are not weakened by time-related breakdown.
The products can be kept truly pure and highly potent, as no synthetic preservatives are needed to prolong the shelf life of the products.
“Fresh skincare makes sense the same way fresh food does – it’s more nourishing and has less additives”
Discover more at