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