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NUORI - An industry rethink on freshness

WORLD is proud to introduce NUORI, a newly founded Nordic skincare brand that sets out to challenge the current industry standard of shelf life, efficacy and purity. 

NUORI took on the challenge no one else would and built a skincare business around freshness. It defines their reason for being and sets the bar for all aspects of the NUORI concept. From formulas and production, to distribution and packaging, everything has been re-imagined to optimize the freshness of the products.

Freshness makes NUORI skin care formulations unique in two distinct ways: It means that active ingredients are not weakened by time-related breakdown. And it allows NUORI products to be extremely pure – 100% natural and free from synthetic preservatives, colorants, and fragrances, as well as other chemicals.

They believe that when it comes to maximizing efficacy and purity nothing beats freshness. Nothing.

Today most skincare products are formulated to last at least 30 months, that is around 2 and a half years. This is a result of EU regulation that was meant to increase consumer transparency, but has in fact resulted in the opposite. Long shelf lives have become the industry standard, and a large share of research and development is still dedicated to enhancing product stability, but even with the help of new preservatives and additives, active ingredients cannot be protected against breakdown over time.

When NUORI’s founder Jasmi Bonnén started looking into the shelf lives of cosmetic products, she was surprised to find numerous studies documenting that commonly used active ingredients, such as vitamins, are unstable in cosmetic formulations. Time is the biggest cause of molecule breakdown, followed by air and light. In fact, many active ingredients start losing their beneficial properties within a few months due to oxidization.

Long shelf lives also mean that most skincare formulas contain not only preservatives, but also various other additives such as stabilizers, fillers, colour, and fragrance enhancers. With no fresh skin care options in sight, we’ve learned to accept compromised performance and purity as the status quo of mass-produced skincare.

NUORI was born from the ambition to bring the ideal of freshness into skincare. This ambition sets the bar for all aspects of NUORI's concept. 

All NUORI products are freshly blended in small batches every 12 weeks in the laboratory in Denmark, they are made of 100% natural ingredients and without any synthetic preservatives. NUORI products are free from parabens, synthetic color, synthetic fragrances, mineral oil, petrolatum, PEGs, sulfates, MEA, DEA, TEA, polypropylene glycol, phthalates, and silicones.  Premium protective packaging minimises exposure to air, light, bacteria and mould before and during use. 

Furthermore, all products are stamped with two dates: a Start-Using-By Date and an Expiry Date.

The first date tells consumers when to start using a product, at the latest, in order to benefit from the optimum freshness and efficacy of the formula. The second serves as a reminder of when a product should be replaced by a new, fresh one.

Fresh skincare makes sense the same way fresh food does – it’s more nourishing and has less additives. Following this logic, NUORI’s freshly blended, 100% natural skincare products have two distinct benefits:

  1. The efficacy of any given formula is higher since active ingredients are not weakened by time-related breakdown.
  2. The products can be kept truly pure and highly potent, as no synthetic preservatives, nor other additives, are needed to artificially prolong the stability and shelf life of the products.

NUORI’s first collection of natural, high-performance skincare for face and body will be launched in New Zealand in select WORLD stores this season.




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