Jasmi Bonnén

Founder & CEO · Copenhagen, Denmark

Jasmi founded NUORI in Copenhagen in 2015 after a career at L'Oréal. Working inside the mass-market industry, she saw firsthand how conventional skincare was formulated to survive a shelf — not to work on skin. Long shelf lives demanded synthetic preservatives and stabilisers, while active ingredients like vitamins quietly oxidised over months.

Her answer was NUORI: small-batch, freshness-dated, all-natural skincare that arrives at full potency. Every formula is blended every 10–12 weeks and shipped quickly — no synthetic preservatives, no compromise. The name itself is a clue: NUORI is Finnish for "young and fresh."