Meeting with a brand… Nuori

Sometimes less is more.

This observation defines, in my opinion, the Nuori brand very well. I also find that this expression is often misunderstood. Sometimes people associate it with something very simple or sloppy, when it is much more complex to do simple but effective things than ultra sophisticated.

This is the case in several areas. In fashion, achieving the 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 we look at the packaging of Nuori, we discover a pristine, pure and effective packaging. And yet, well beyond its look, the packaging has been designed to protect the quality of the product as much as possible while minimizing exposure to air, light and bacteria.

You can imagine that the products contained in each box have been designed with just as much care. The ingredients are natural, without perfume, coloring or preservatives and are to be consumed as soon as they are purchased for a guarantee of freshness. A brand designed for results by a beauty expert who has worked for the biggest brands for more than ten years.

Today, with Nuori, which she created in 2015, Jasmi Bonnén wanted to fill a void by offering products designed for women while providing them with her expertise acquired during her years in the world of beauty. . 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: As far back as I can remember, I've always loved everything related to beauty. As a little girl, I spent hours imagining different makeup looks that I drew with colored pencils in notebooks. My interest in skincare started in my teens when I started to suffer from hormonal acne.

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

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

It reinforced my interest in scientific innovation and I wanted to work in a sector 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 formulations.

HO: You embarked on the Nuori adventure 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, whose philosophy is Fight for Fresh ?

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

Active cosmetic ingredients, such as vitamins, degrade surprisingly quickly in cosmetic formulations. If a product you buy sat first in a warehouse and then in a store for many, many months before you started using it, there may only be a fraction of expensive active ingredients left in the formula.

Another huge benefit of manufacturing our products in small batches every 10-12 weeks is that we can keep our formulas all natural, with no synthetic preservatives or other additives.

As a consumer, you can do two things: Always buy your skin care products from a store you trust that only stocks fresh, new products, and ideally choose brands with date of expiry are printed in a visible manner on their packaging.

Don't source on the basis of "good deals" – be aware, buy only 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 hardest part of my job. It is much more expensive to manufacture small batches than large industrial production runs.

But we believe so much in the benefits of freshly blended formulas that we're willing to take a cut in our revenue to make sure people can access fresh, effective care!

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

HO: Tell us about the ingredients found in your formulas ?

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

Second, I am committed to finding new, innovative natural ingredients that have proven clinical results on the skin. There are great innovations, for example in the field of biotechnology, which can be used to develop more powerful 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 boost skin's moisture levels, vitamins C and E and plant extracts like licorice root for antioxidant protection, and a bioactivated lipid complex to shea butter base 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: Are you talking about Nuori's eco-friendly approach.

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

The natural ingredients are biodegradable, which means they don't 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 (petrolatum), 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 Ultimate Hydrating Mask is now made from 70% post-consumer recycled polypropylene.

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


HO: Where does the name Nuori come from?

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 great way to combine my Finnish heritage and the concept of time – both to make the freshest skincare on the market and to enjoy being in the moment.

HO: You have developed a range from face to body to hair. What has been, since the creation of the brand, the imagined product of which you are most proud ?

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

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

My ambition was to create a highly concentrated moisturizing mask that goes on transparently and doesn't stick. And we succeeded! The Ultimate Hydrating Mask is made with organic Damask Rose Water and Grape Seed Water.

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

You can apply the mask just before going to bed to get flawless, glowing and 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'd love to get into all-natural makeup. I have so many product ideas that I would like to innovate in this segment. But I'll have to wait a little longer before adding more projects to my already long to-do list.

HO: What's the best beauty advice you've ever received ?

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

The Happy Interview :


HO: What time of day 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 it makes me very proud and gives me a lot of 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 soulmate and husband Peter.

HO: The three places on this planet ?

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

HO: The activity that makes you happy ?

JB: I'm tending 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.