Jasmi Bonnén launched NUORI in 2015, and the brand celebrated its 10th anniversary in 2025. Its "Fight for Fresh" philosophy puts the freshness of formulas at the centre. We met its founder, who talks about her journey and her three favourite products.
Who is Jasmi Bonnén, the founder of NUORI?
The idea for NUORI came about while Jasmi Bonnén was working at L'Oréal. Learning that the industry's standard shelf life is at least 30 months, she began looking into how time affects cosmetic formulas and found that many active ingredients lose their efficacy as they oxidise. As the synthetic preservatives and additives needed to stabilise products over the long term have their drawbacks, she imagined a line of natural skincare, freshly blended in small batches. Nine years later, she left her job to launch her brand.
What is your best memory since the brand launched?
“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 that stands out is winning the Danish Beauty Award for New Brand of the Year in 2016. This was only eight months after we had launched NUORI, and I was so proud that industry experts could see how unique our concept was right from the start.”
What are the most valuable lessons you have learned 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 a network I could rely on. But one thing I learned from building my own start-up is that success is only 20% about strategy and 80% about execution and getting things done. Another lesson: 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 makes all the difference – to 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 in one of the Central European countries, and she told me that the Gentle Glow toner had changed her routine. Hearing this from someone who tests beauty products as part of their job was wonderful. Knowing that we make products that actually make a difference for the people who use them is really special.”
What are your 3 favourite products from the range?
“This is a difficult question – like asking which of my children is my favourite. The product I have used every day since its launch is the Vital Foaming Cleanser: a natural, sulfate-free cleanser that still delivers a rich, creamy lather. Then there is The One: the idea behind this moisturiser was to combine the best skincare actives in one natural, easy-to-use formula. I use it day and night, and our natural retinol alternative works very well for my skin. I'm also hooked on our Supreme Moisture Mask, a highly concentrated, water-free formula with hyaluronic acid, organic rose water, betaine and niacinamide. I like to use it on long-haul flights or after a day at the beach.”
Which product was the most complicated to develop, and why?
“The One. The development team and I worked very hard on this all-in-one formula, which saves you from layering multiple active ingredients yourself at home. We spent a lot of time selecting the specific chemical forms of its 8 hero actives so that they can be safely combined. Sodium ascorbyl phosphate, a stable, water-soluble derivative of vitamin C, pairs very well with niacinamide, a stable form of vitamin B3. Together, they help achieve visibly clearer, smoother and more radiant skin.”
What are your ambitions for the future of NUORI?
“I want to make sure that, even as NUORI grows, we hold on to our identity as an industry challenger and a start-up. I also want us to be very conscious of the new products we bring to market. I would much rather launch one amazing product a year than four average ones.”
Discover the full NUORI range in our Luxembourg City boutique and online.