Finnish born Jasmi Bonnén is the perfect example of a true renaissance woman. Educated, witty, and elegant — her charismatic nature is the type of energy that captivates a room.
Growing up, her family relocated to various parts of the world and she learned early on to be adaptable and independent. She is the type of person who absorbs information quickly and willingly, and is thoughtful about the environment around her. She knows that it is ok to question; it is ok to self care and that it is ok to be concerned about our children’s future.
Experience, research, education and a willingness for positive change allowed Bonnén to use her knowledge for good.
Fast forward to now — she is the owner of all-natural skincare line called NUORI. A collection made with real integrity in mind. What makes this product unique is its main focus — freshness. Her skincare line uses only ingredients at their peak efficacy hence making it more effective than common skincare that is out in the market today. No stabilizers or preservatives.
Jasmi Bonnén invited us to her home in Manhattan where she openly engaged about her childhood, being a mother of two boys, and the journey that lead to her creating NUORI. Even though she is no longer a child, her nomadic and youthful spirit is still part of who she is today as she goes back and forth from New York City and Denmark.
Interview by Redia Soltis
Photos by Jennifer Latour
Special Thanks to Gravity Pope Tailored Goods
Redia: Where were you raised?
Jasmi: I am of Finnish decent, and I was born in Finland in Turku. However, I lived in different parts of the world as a child. My father was always being relocated for work so we moved often. I lived over seven years in 3 different countries in Africa as a child. It was a bit hard because I would settle in and get used to a place, only to have to move again. I met my Danish husband after university when we both started working at the same American management consultancy. By that time I was very adaptable to change. It happened very quickly. We fell in love and he asked me to move to Copenhagen and I said yes.
Do you speak any other languages?
In Africa I went to international schools and learned how to speak English. Today I consider Finnish, Danish and English all as my mother tongues and I also speak French, Italian and Swedish.
Did you feel that there was something missing in skincare that inspired you to create NUORI?
I worked for L’Oréal in Copenhagen, as the marketing manager. I was there during a time where the European Union was changing the regulation regarding labeling of skincare. The aim of this regulation was to increase consumer transparency and introduce expiry dates on all cosmetics, but this did not go through due to big-industry pushback. Instead, the industry standard for shelf life became a minimum of 30 months, It meant that products were full of synthetic stabilizers and preservatives. There was very little ingredients left in the product to actually benefit the skin. Not to mention the fact that the active ingredients actually break down very quickly in cosmetic formulations so I realized that product efficacy was severely compromised due to long shelf lives. This was very disturbing to know.
When I was pregnant I stopped using any products containing synthetic preservative and fragrances I researched that fragrances could actually cause allergies to develop later on for the baby. During that time I was very conscious about what I was using on my body and did a ton of research.
It started to come together for me during that time and that is when I started thinking of creating a 100% fresh products where the ingredients are at peak efficacy, all-natural, and more effective than normal skincare that you see out in the market.
How long did it take for you to develop the skincare line?
Along with our team, it took us months to create each product to ensure that they worked effectively. We started the process in 2014, but took almost 2 years to finalize the whole line.
I am absolutely in love with the NUORI supreme moisture mask. Can you let us know more about this product?
The moisture masque I selfishly made for my needs. When you travel on planes as much as I do, you really want to do something about preventing dehydration and irritation of the skin. I saw some women looking a bit crazy and high maintenance with these facial masques on. I did want to hydrate but didn’t want people to strangely look at me while I was flying. (laughs) I created the moisture masque that gave you full hydration but was clear and invisible. It absorbs nicely into the skin while giving you ultimate moisture. Your skin feels so soft and it glows after you put it on. You can even use it as a moisturizer, if you are needing more hydration. There is organic rose water in the product and chamomile that reduces redness and irritation. The vitamin B3 improves elasticity, and prevents moisture loss.
I actually have an esthetician background and when I was practicing during a very short period of time, I worked with this high-end brand that always talked about being organic. I realized later on that it was more a gimmick because the product was full of weird chemicals and preservatives. Can you talk to us the difference between natural versus organic?
The problem is that there is no global definition of neither organic nor natural skincare. People throw around these terms too easily, without actually looking at the what’s inside a product. Therefore, I would prefer to talk about freshness and synthetic-free aspect of our products. Our products are freshly blended in small batches so you get 100 percent efficacy and benefits from the active plant based ingredients. Since we have a shelf life to our products, we do not use any synthetic preservatives in the ingredients. We use 100 percent natural ingredients in our products only.
What is the expiration date of the products once you open it?
We create very small batches of products in a laboratory out in the countryside in Denmark. The property has its own natural spring, and we use the spring water also in our products. Our products only stay in the store for a maximum of 12 weeks after which they are replaced by a fresh batch. All our products contain two date stamps: the one on the front of the package tells you when should start using the product at the latest. And the one on the bottom of the product gives you the expiry date that is 6-9 months from the date of blending, depending on the formula in question. Once you reach this expiry date, you should replace your NUORI product with a fresh, new one for maximum efficacy.
I absolutely love the packaging of NUORI. Can you tell us more about it?
Our products are thoughtfully packaged for our customers. I worked very closely with the team that designed our packaging. We use airless pumps, lacquered glass, in hermetically sealed containers. The airless packaging also allows customers to use 100% of the product from the container. It was designed to keep air and light out of the formulas to minimize active ingredient breakdown. It is also made to keep bacteria and mold out of the products. We also designed it for clients that want clean, natural products but also appreciate the value of beautiful packaging. We wanted the product to be sold in boutiques where they have a more premium and intimate experience compared to a health food store or apothecary where normally these type of natural products are sold.
Does your family use the skincare line?
I actually massage my kids backs with the NUORI Perfecting Body Oil. The other week I was massaging one of my sons and I had ran out of the NUORI oil and my son was like ‘Mom what are you using on me? Why aren’t you using the NUORI oil.’ (laughs)
Where do you call home now?
My family and I have recently moved to New York City, but I do go back and forth from Denmark because our company headquarters and production is established there.