Find out why this Scandi beauty brand believes that 100 percent purity leads to 100 percent efficacy. Editor Trudi Brewer investigates.
Nuori Eye Cream
As beauty editors we test and trial dozens of products and our interest in natural beauty has always been top of mind. The latest pure product to hit our desk is Scandinavian clean-beauty brand NUORI - meaning 'young'. This Nordic companies ethos centres around fresh ingredients, they believe that 100 percent purity leads to 100 percent efficacy - something most of us seek out when it comes to nutrition in the body, so why not treat our skin to the same nourishment? Its unique manufacturing methods work like this: They source fresh ingredients, which are then blended in small batches, bottled and dispatched immediately.
In fact, every 12 weeks the products are shipped out to over 20 countries across the globe and sold in selected stores, nothing stays on the shelf for more than 90 days. This minimalist's range of cleansers, body balms, and eye creams are bottled in airless pumps to ensure the plant molecules don't lose their effectiveness or oxidise. Each bottle, stamped with two dates: a start-using-by and an expiration date contain the very best goodness from Mother Nature - offering your skin the most potent plant extracts. We asked creator, Jasmi Bonnén, who came up with the idea a decade ago while she was working as a marketing manager for L’Oréal, why she is so passionate about clean-beauty and what it can do for your skin?
“We consider people who use NUORI to make well thought-through choices and only purchase what they need in their daily lives.”
One of our favourite products the Perfecting Facial Oil.
Who was NUORI designed for?
Today’s conscious and uncompromising consumers are interested in the highest quality skin care. We consider people who use NUORI to make well thought-through choices and only purchase what they need in their daily lives. People of all ages, both men and women can use it.
What makes it stand out from the crowd against other natural skin care brands?
What makes NUORI different is its 'freshness concept'. Most other natural skincare brands focus solely on avoiding potentially harmful ingredients and keeping the formulas pure, (also very important to NUORI). However, this freshness also gives us the possibility to make products with the highest level of efficacy since our formulas will not be breaking down over time.
How do you ensure it's freshness?
NUORI products are freshly blended in small batches every 12 weeks here in Denmark, and promptly shipped to our retail partners across the world. We use premium protective packaging that minimises product exposure to air, light, and bacteria, before and during use. Active ingredients are time-sensitive, and this date ensures our products are used when they're most efficient and therefore deliver the highest benefits. We include two dates on all the goods a brand new concept in the beauty industry this tells the consumer when to start using the product. Our natural formulas remain potent and stable for six months after blending.
There must be a preservative in the range, what it is?
We don't use any artificial preservatives, however, we do use ingredients such as natural pentylene glycol and vitamin E to preserve and keep the formulas stable. We selected pentylene glycol for our creams because it is an outstanding moisturising agent, which helps improve the texture and healthy appearance of the skin. Unlike the synthetic form of pentylene glycol, which is derived from fossil carbon sources, the natural variant used in NUORI products is developed from renewable sugar canes and corn hubs and is 100 percent free from parabens. The antimicrobial boosting properties of these ingredients. also protect against bacteria, yeast, and mould. Our oils are naturally without water and have added vitamin E to prevent the formulas from going rancid. However, our primary reason for adding vitamin E is that it combats dryness and promotes soft and supple skin. Furthermore, vitamin E is excellent at aiding penetration, this vitamin can also neutralise damaging free radicals caused by excess sun and environmental pollution.
What are the hero ingredients?
We only use natural ingredients, but they differ from product to product. Our philosophy is that there is not one, wonder ingredient. Rather we look for ingredients that have been tested and proven to address specific skin concerns, and then we formulate a combination. Brands can, in fact, call their products natural without containing 100 percent natural ingredients. Creating 100 percent natural formulas is often much more challenging and expensive. The availability of ingredients is dependent on the outcome of crops, and climate changes. Also, natural variants of ingredients often come from smaller manufacturers who are not as good at promoting themselves as larger, chemical companies. So finding them sometimes requires some detective work. View 24 of the key ingredients here
What is the number one selling product and why?
We have retail partners in over 20 countries and in each we see different favourites. But overall, our Vital Foaming Cleanser and Supreme-C Serum Treatment are top sellers. Our cleanser is an excellent introductory item to the NUORI range while our serum treatment is for customers who want an extra intense skin treatment.
What's new in the range?
We just launched Vital Unifier - a toner, facial mist and essence all-in-one. Formulated with moisturising and nourishing ingredients that help balance the skin’s moisture levels, strengthen the barrier function, and deliver antioxidant protection. It also aids in the penetration of other skin care products, while enhancing moisture retention.
The NUORI range is available exclusively at WORLD BEAUTÈ and priced from $48.