New wave: NUORI skincare is reinventing the concept of ’freshness’ in beauty

New wave: NUORI skincare is reinventing the concept of ’freshness’ in beauty

Finnish skincare brand Nuori is reinventing the concept of ’freshness’ in beauty

Purity and efficacy are the two cornerstones of NUORI, an exciting new skincare range originating from Finland. Having previously worked for L’Oreal, founder Jasmi Bonnen wanted to create a brand that set itself apart from the rest of the industry, particularly when it came to shelf life.

Today, most skincare ranges are formulated using countless preservatives and additives, which may help them meet the industry standard 30-month shelf life, but do little to actually benefit our skin. ’Fresh skincare makes sense the same way fresh food does - it’s more nourishing and has less additives,’ says Jasmi.

NUORI’s selection of foaming cleansers, lip treatments, body balms and serum treatments are all blended in small batches every 12 weeks in a laboratory in Denmark. They also come stamped with a handy start-using-by and expiry date, encouraging us to treat our skin products the same way we would our food.

At the same time, the finished product in no way feels homemade. New York based design agency NR2154 is responsible for the sleek, minimalist packaging. The dual colour way - white and bright yellow - symbolises ’purity’ and ’efficacy’, while details like lacquered glass bottles and airless pumps have been designed with optimum functionality in mind.

With plans to expand the existing range, and potentially even play on the fresh food theme with limited seasonal releases, NUORI and founder Jasmi are set to change the beauty industry as we know it.

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