Scandinavian skincare brand NUORI first launched in 2015 with a philosophy rooted in freshly blended skincare, making concerted efforts to create the purest formulations with the highest level of efficacy. But NUORI has seen a lot of change since we last interviewed them in 2019 – that’s why we were more than delighted to have the opportunity to ask the founder Jasmi Bonnén some of our most frequently asked questions to give our Amazingy Community even more insights into NUORI’s innovative bio-active ingredient selection process ☆

What’s the essence of NUORI?

My vision has always been to eliminate the need to choose between all-natural formulas and real results. That’s why I decided to develop products using only natural ingredients with clinically proven benefits and absolutely no synthetic or toxic additives. To further increase the efficacy of our formulas, we make sure they are freshly blended in small batches. This ensures the precious active ingredients we use are not weakened down by time-related breakdown.

How has the brand evolved since you first founded it?

NUORI has evolved from being a small line of essential face and body products, to encompass new categories such as sunscreens, hair care and even beauty accessories. Another big step for us has been to launch our signature professional treatments that are being offered through selected spa’s and aestheticians in Europe and North America. The feedback we get from these skincare professionals is so gratifying. The aestheticians use so many products in their work, and when they tell us they can see results on their own hands from just using NUORI during treatments, I know we’re doing something right!

NUORI’s focus is on scientific results. What is the difficulty in translating this into products with purely natural ingredients?

Great question! The challenge has traditionally been that most natural skincare ingredients are simple plant extracts, plant oils or botanical versions of basic ingredients like glycerin. These are generic (i.e. not patented) raw materials and made in many different qualities by different companies. Therefore no one has invested money in clinical studies to document what results the ingredients can actually deliver. Luckily, sustainability concerns and advances in for example bio-engineering means that more innovation is taking place in the area of active ingredients. Since these new ingredients are more ‘high-tech’ and unique, they also have more clinical data backing up their performance. I am constantly looking out for these types of ingredients so that we can make sure our formulas can actually deliver visible results for skin and hair.

Which NUORI products do you use at the moment?

I use the Vital Foaming Cleanser every night – and I have done so ever since it was launched back in 2015. Everything else in my skincare routine changes according to season, and how my skin is behaving. Right now, I am getting treatments for actinic keratosis, which is a form of precancer caused by UV radiation on skin. (I am very pale and grew up in Africa, so this is to be expected…)

These treatments leave my skin very fragile, so I use the Vital Repair Serum twice a day to soother and hydrate my skin. I also apply the INFINITY Bio-Fusion Serum twice a day, because it really lifts and tightens the skin around my eyes. In the morning, I apply the Protect+ Facial Cream on top of my serum, and then finish off with the Mineral Defence SPF30. At night, I switch between the Supreme Moisture Mask and the Perfecting Facial Oil, to make sure my skin gets both the nourishment and hydration it needs.

From where do you draw inspiration for new products?

I only launch products that I sincerely believe are missing in the market, and that I believe we can do better than anyone else. The world really doesn’t need another eye cream, just because I think it would be fun to make one. So a lot of my inspiration comes from listening to people talk about their skin concerns, what they are struggling with and what frustrates them about existing products. And often I personally share these frustrations. For example, I have always struggled with acne and impure skin, and now that I am in my mid-forties, I have to deal with both surface dryness, wrinkles and impurities. Therefore, I was getting very frustrated that all the products that are aimed at purifying skin seem to be formulated for teenagers with oily skin – not for people with dryer and/or more mature skin types. This is why I created the Clarity Mask that is both deep cleansing, soothing and highly hydrating.

We recently completed a large independent study among real women who tested the Infinity Bio-Fusion Serum, which contains the first true natural alternative to retinol. The results made me so proud! 98% of the panelists reported that their skin looked rejuvenated, 95% reported firmer felling skin, and 94% saw their skin attain a youthful glow after just 28 days of use. These are really impressive numbers that even conventional antiaging products with synthetic actives have difficulty reaching.

What would you say is most special about your Infinity Line?

With INFINITY I wanted to create a line of all-natural functional skincare that was specifically made for treating aging skin. We spent over two years researching the latest innovations within bio-engineered natural actives and developing and testing numerous alternative formulas. The products take into consideration the skin’s natural biochemistry, and each formula has its own key ingredient complex, which boosts vital skin functions and ensures optimum results. We are basically using advanced biology to bring natural skincare to the next level.

What role does sustainability play at NUORI?

To be honest, I always find it a bit contradictory for companies to talk about sustainability while they are bringing new products to the market for consumers to buy. The most sustainable thing would of course be for all of us to stop producing and consuming so much! That being said, as an all-natural beauty brand, NUORI has had sustainability built into its DNA from day one. Our stringent natural ingredient policy and sustainable sourcing standards mean our formulas are better for both people and the planet. Furthermore, our small batch production allows us to avoid overproduction and subsequent product scrapping, which is a huge issue for the cosmetics industry in general. Our current focus in sustainability is to constantly improve the CO² footprint of our packaging. We are transitioning our whole line to packaging that is fully recyclable, and increasingly our bottles and tubes are now made using either post-consumer recycled plastics or 100% sugarcane-based bioplastics.

And last question: where do you think the brand’s journey is currently headed?

I want to make sure that NUORI as a company holds on to its identity as a start-up and an industry challenger. I also want us to be very conscious of what new products we bring to the market. I would much rather that we launch one amazing product every year, than 4 average ones. But that being said, I am working on a new product category that is super exciting, and still secret! So stay tuned…

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