Fragrance house

Nuori

Founded by Jasmi Bonnén in Copenhagen in 2015, NUORI was conceived after she questioned the long shelf lives of cosmetics while working at L’Oréal. The brand was built as a fresh-skincare alternative under the “Fight for Fresh” philosophy: simple, freshness-dated products made in small batches, with natural formulas and bio-active ingredients intended to deliver visible results. Its public identity pairs Nordic design with a science-rooted approach. From an initial line of face and body products, NUORI expanded into sun care, hair care, beauty accessories, and professional treatments offered through selected spas and aestheticians in Europe and North America. In 2025, venture studio Twelve50Five, together with GANNI founder Nicolaj Reffstrup, completed a majority investment in NUORI; Jasmi and Peter Bonnén remained shareholders and advisors. NUORI’s first fragrance collaboration, Parfum Naturel – Series 0, was created with Scottish perfumer Euan McCall and comprises Midsommer, Jioni, Biennale, and Shinrin.