Nuori Nuori
Nuori Nuori
Nuori Nuori

Fresh skincare

24 : 09 : 2015 Nuori : Purity : Efficacy

Denmark – Nuori is a new beauty brand built on the principles of purity and efficacy.  

  • The brand creates fresh, small batches of products every 12 weeks
  • Founded by Jasmi Bonnen, who previously worked for L’Oréal

The minimalist line, designed by New York agency NR2154 is stamped with two dates: a start-using-by date and an expiry date. Once products pass their dates, they will be removed from the shelves and replaced with a fresh batch.

‘I found numerous studies documenting how commonly used active ingredients start losing their beneficial properties in just a few months due to oxidisation,’ founder Jasmi Bonnen tells LS:N Global. ‘We can offer consumers two distinct benefits: higher efficacy of ingredients and purer formulas.’

The brand also plans to experiment with the freshness theme via a series of limited releases featuring seasonal ingredients. 

The Big Picture: Borrowing from the world of food, beauty brands are embracing the philosophy that fresh is better. For more, read our Raw Beauty microtrend. 

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