Meet a brand... Nuori

Sometimes less is more.

I think this defines the brand very well Nuori. I find that the term is often misunderstood. Sometimes people associate it with something very simple or sloppy, whereas it is much more complex to do simple but effective things than ultra-sophisticated ones.


This is the case in many areas. In fashion, achieving a perfect clean cut demonstrates real dexterity on the part of a stylist. The same is true in the world of cosmetics.

First of all, when you look at the packaging of Nuori, you see a pure and efficient packaging. And yet, far beyond its look, the packaging has been designed to protect the quality of the product as much as possible while minimising exposure to air, light and bacteria.

As you can imagine, the products in each box have been designed with the same care. The ingredients are natural, without perfume, colouring or preservatives, and are to be consumed as soon as purchased for a guarantee of freshness. A brand thought up by a beauty expert who has worked for the biggest brands for over ten years.

Today, with Nuori, which she created in 2015, Jasmi Bonnén wanted to fill a gap by offering products designed for women while bringing to them her expertise acquired during her years in the beauty world. We met her and we were seduced... Interview!


Happy Officine: You worked for a large cosmetics group for many years, where did your passion for beauty come from??

Jasmi Bonnén: For as long as I can remember, I have loved everything to do with beauty. As a little girl, I used to spend hours imagining different make-up looks and drawing them in coloured pencils in notebooks. My interest in skincare began as a teenager when I started to suffer from hormonal acne.

Fortunately, my mother regularly took me to dermatologists and facialists, which helped. When I saw that skin could really be treated and improved with the right products, I became even more interested in skin care ingredients and formulas.

After studying economics and business administration, I became a consultant and many of my clients were from the pharmaceutical industry.

This reinforced my interest in scientific innovation and I wanted to work in an area where I could combine my love of beauty and science with business.


"The fresher the product, the more effective it is. Active ingredients in cosmetics, such as vitamins, degrade surprisingly quickly in cosmetic formulas."


 HO: You started Nuori in 2015. A very important point for you is the duration of use of the products. What do you recommend to customers who use Nuori and how did you come up with your product formulas with the philosophy Fight for Fresh? 

JB: The reason I wanted to change the beauty industry standard of a very long shelf life for products is simple: the fresher the product, the more effective it is.

Active ingredients in cosmetics, such as vitamins, degrade surprisingly quickly in cosmetic formulas. If a product you buy has been sitting in a warehouse and then in a shop for many, many months before you start using it, there may be only a fraction of the expensive active ingredients left in the formula.

Another great advantage of producing our products in small batches every 10 to 12 weeks is that we can keep our formulas completely natural, without synthetic preservatives or other additives.

As a consumer, you can do two things: Always buy your skincare products from a shop you trust that only stocks fresh, new products, and ideally choose brands with expiry dates prominently printed on their packaging.

Don't buy on the basis of 'good deals' - be aware, only buy what you really need and finish using one product before moving on to another.


HO: How do you manage to guarantee such freshness without impacting the price of the products??

JB: This is the most difficult part of my job. It's much more expensive to make small batches than large industrial production runs.

But we believe so strongly in the benefits of freshly blended formulas that we are willing to accept a drop in income to ensure that people can access fresh and effective care!

"Each NUORI formula has its own ingredient heroes, which together create visible results for the skin."

HO: Tell us about the ingredients in your formulas?

JB: Firstly, we only allow the highest quality natural ingredients in our products.

Secondly, I am committed to finding new and innovative natural ingredients with proven clinical results on the skin. There are great innovations, for example in the field of biotechnology, which can be used to develop more potent natural active ingredients.

However, I don't really believe in the idea of a 'hero ingredient'. Our approach to formulation is much more scientific and analytical.

Your skin needs different ingredients for different purposes. For example, we use a natural variant of hyaluronic acid to increase the skin's moisture levels, vitamins C and E and plant extracts such as liquorice root for antioxidant protection, and a bio-activated lipid complex based on shea butter to prevent collagen breakdown caused by environmental stress.

Each NUORI formula has its own ingredient heroes, which together create visible results for the skin.


HO: Do you talk about the eco-friendly approach of Nuori.

JB: As an all-natural beauty brand, NUORI has had sustainability in its DNA from day one.

Natural ingredients are biodegradable, which means they do not pollute our planet. Natural ingredients are a much cleaner and naturally renewable alternative to petrochemical derived ingredients.

Many consumers are not even aware that commonly used skin care ingredients such as mineral oil, petrolatum (Vaseline), paraffin, PEGs, MEAs, DEAs and TEAs are all derived from petroleum, which is a non-renewable and highly toxic resource.

We also strive to constantly improve the sustainability of our packaging.

For example, the primary packaging for our Vital Body Balm and Supreme Moisture Mask is now made from 70% post-consumer recycled polypropylene.

Our new lip care tubes, Mineral Defence sunscreen tubes and enriched hand and body lotion and cleanser bottles are all made from 100% sugarcane-based bioplastics.


HO: Where does the name come from Nuori?

JB: NUORI is a Finnish word, which is my mother tongue, and actually means "young". The word also contains the Scandinavian word "nu" which means "now".

I thought it was a good way to combine my Finnish heritage and the concept of time - both to make the freshest skincare products on the market and to enjoy the moment.


HO: You have developed a range of products for face, body and hair. Since the creation of the brand, what has been the product you have imagined that you are most proud of?? 

JB: That's a tough question - it's like asking me who my favourite child is (laughs)! But if I really have to name one product, I'd say it's our ultimate moisturising mask.

I developed this product after a period when I travelled a lot, and my skin was so dry from all the nights I spent on planes.

My ambition was to create a highly concentrated moisturising mask, which applies seamlessly and does not stick. And we succeeded! The Ultimate Moisturizing Mask is made from organic Damask rose water and grape seed water.

It contains two different forms of natural hyaluronic acid, soothing betaine and one of my favourite skin perfecting vitamins, niacinamide (vitamin B3).

You can apply the mask just before going to bed to get perfect, glowing, dewy skin in the morning. It's also perfect for long-haul flights or after a day at the beach.


HO: What is the care you want to develop or the range? 

JB: If I had all the time in the world, I would like to get into all-natural makeup. I have so many ideas about products that I would like to innovate in this segment. But I'll have to wait a little longer before I can add more projects to my already long list of things to do.


HO: What is the best beauty advice you have ever received?? 

JB: Don't pluck your eyebrows too much! When I was growing up in the 80s, it was fashionable to have very thin eyebrows, and everyone was swinging their tweezers like crazy. My mother told me that if I plucked too much, my eyebrows would never grow back, and I'm so glad I listened to her!

L’Interview Happy:


HO: What is the time of days day that you makes you happy?

JB: When I drink my first cup of tea in the morning, anything is possible.


HO: The song that makes you happy?

JB: Any song my son plays on his saxophone. He is only twelve years old but he is already a very talented musician! Listening to him makes me very proud and gives me great joy!


HO: The quote that makes you happy?

JB: "Start each day with a grateful heart."


HO: The person who gives you a huge happy feeling?

JB: My soul mate and husband Peter.


HO: The three places on this planetète?

JB: My summer house in Sweden; any place where one of my boys still wants to hold my hand; the beach at Playa Guinones in Nosara, Costa Rica.


HO: THEactivity that you makes you happy?

JB: I tend to my New York rooftop garden just before sunset. The light is so beautiful, and I feel connected to both the buzzing metropolis and nature.