Jasmi Bonnén launched NUORI in 2015. The brand, along with its many successful products, will celebrate its 10th anniversary next year. With the “Fight for Fresh” philosophy, find out more about the brand and its founder, as well as her three favorite products!

Who is Jasmi Bonnén, the founder of NUORI?

The idea for NUORI was born more than 15 years ago when Jasmi Bonnén was employed at L'Oréal. It was the revelation of the standard shelf life of the cosmetics industry, a minimum of 30 months, which pushed her to deepen her research into the impact of time on cosmetic formulations. She discovered that many active ingredients lose their effectiveness due to oxidation. Aware of the disadvantages linked to synthetic preservatives and other additives, necessary to stabilize products over the long term, Jasmi realized that there was a real need for an alternative. So, the idea of ​​creating an all-natural skincare line, freshly mixed in small batches for maximum effectiveness, germinated within her. Nine years later, Jasmi finds the courage to leave her comfortable job to launch into entrepreneurship!

What is your best memory since the start of the brand?

There are so many good memories from our early days when the team was tiny and we had almost no furniture in the office. But one memory that stands out is winning the Danish Beauty Award for the New Brand of The Year in 2016. This was only 8 months after we had launched NUORI and I was so proud that the industry experts could also see how unique our concept was right from the start.

What are the most valuable lessons you have learned in your journey as an entrepreneur?

Before I went into the cosmetics industry, I worked as a management consultant on strategy projects for large companies. So starting my own company was in some ways easier, because I had a very strong business “toolbox” and network I could rely on. But one thing I did learn from building my own startup was that success is only 20% about the strategy, and 80% about the execution and getting things done. Another lesson I have learned as a woman in business is this: no matter what work you do, don’t do it because someone asks or tells you to. Work because you want to. This change in attitude will make all the difference – on your performance, your happiness, and in the end, your whole career.

What has been the most rewarding moment for you as the founder of NUORI?

I recently met the beauty editor of Cosmopolitan from one of the Central European countries, and she told me that the Gentle Glow toner was a "miracle" product that truly saved her skin (she was in her fifties and had developed adult acne). Hearing this from a person who tests beauty products as part of their job, was so wonderful. Knowing that we make products that actually make a difference for the people who use them, is really special.

What are your 3 favorite products from the range?

This a difficult question – like asking which of my children is my favorite! The product I've been using every day since its launch is the Vital Foaming Cleanser . This cleanser truly has an incredible formula, as it is 100% natural and sulfate-free, but still delivers that luxurious, creamy lather. You really feel and see the difference in your skin. Then there's The One . At the risk of sounding pretentious, this is an absolutely fantastic formula. The idea behind this moisturizer is that we've combined all the best skincare actives into one natural, easy-to-use formula. I use it both day and night, and our natural retinol alternative works wonderfully for my acne-prone and aging skin! I'm also addicted to our Supreme Moisture Mask . It's a highly concentrated, water-free formula with hyaluronic acid, organic rose water, soothing betaine and skin-perfecting niacinamide. I like to use this mask on long-haul flights or after a day at the beach.

Which product was the most complicated to produce and why?

That would be The One . The development team and I really worked hard to create this all-in-one formula, which reduces the risk of incorrectly mixing and layering multiple active ingredients at home. We spent a lot of time selecting the specific chemical forms of the 8 “hero” actives to ensure they can be safely combined for maximum results. A perfect companion to niacinamide, sodium ascorbyl phosphate used in the formulation of this cream is a stable, water-soluble derivative of vitamin C that does not oxidize easily. Likewise, niacinamide is a stable form of vitamin B3. So, when these ingredients are combined in the formula, their anti-inflammatory, anti-aging and sebum-regulating properties help achieve visibly clearer, smoother and more radiant skin.

What are your aspirations and goals for the future of NUORI?

I want to make sure that, even when NUORI grows, we as a company hold on to our identity as an industry challenger and startup. I also want us to be very conscious of what new products we bring to the market. I would much rather that we launch just one amazing product per year, than 4 average ones.