Meet the woman behind one of our new favorite skincare brands Nuori, Jasmi Bonnén. During this conversation, we had the chance to discuss the brand philosophy, her well-being rituals and her love for Greece and Ma Cherie.

Why did you decide to create NUORI Skincare

Very few people think about the fact that the industry standard for cosmetics shelf life is a minimum of 30 months (2.5 years) and in many cases 4 or 5 years. I learned this when I was working at L’Oréal over 10 years ago and started reading more about the effect of time on cosmetic formulations. I learned that active ingredients, such as vitamins and peptides, start losing their beneficial properties in just a matter of months due to oxidization. Another downside of long shelf lives is the use of synthetic preservatives and other additives, which are required to preserve and stabilize the formulas over time. This is when the idea for NUORI was born.

What is Nuori's biggest advantage compared to other brands?

All NUORI products are freshly blended in small batches every 10-12 weeks. Freshly blended 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 100% natural, since we can avoid all the synthetic preservatives and other additives normally needed to artificially prolong the stability and shelf life of the products.

So for me, fresh skincare makes sense the same way fresh food does – it’s more nourishing and has less additives.

What product would you say that everyone should try from NUORI and why?

Our Supreme Moisture Mask. It is a highly concentrated formula with natural hyaluronic acid, soothing betaine and skin perfecting niacinamide (vitamin B3). The mask turns transparent a couple of minutes after application, so you can wear all night, for that perfect glowing, dewy skin in the morning. It’s also perfect for long-haul flights or after a day on the beach.

Why is it important to take care of our skin today and what is the most common mistake that we do or think of?

The most important thing you can do for your skin today is to protect it against UV damage. The earlier the skin is exposed to excessive UV light, the higher the risk of cellular damage. So the easiest way to prevent premature skin aging in the form of lines, wrinkles and hyperpigmentation is to wear SPF every day.

What do you personally do to add to your wellness and wellbeing rituals every day?

I try to find time for some form of exercise every day. Some days it’s just a long walk, some days a full-body bootcamp. I have noticed that the older I get the more important physical activity has become for my well-being. I also do an at-home facial once a week. Just 15 minutes used on a double-cleanse, deep exfoliation, facial massage, and a mask do wonders for your skin and mood.

Is it about skin type or is there a new era of skin approach?

Skin type is only one part of the equation. It is a very simplified way of categorizing skin based on the amount of oil the skin naturally produces. Just as important is to understand the various skin conditions you have. For example, dry skin is a type you are born with, but dehydrated skin is a condition anyone can suffer from. Also, the concept of sensitive skin is very misleading. Over 60% people say they have sensitive skin, when in fact a majority of them have perfectly well-functioning skin that is just reacting to internal or external stress factors such as pollution, food allergies, hormonal imbalances, too abrasive skin treatments etc. So really understanding skin requires a much more holistic approach.

What do you love most about Greece and our Ma Cherie stores?

My favorite aspect of Greece are the people! One of my best friends back in elementary school was Greek, and one of my son’s closest friends in NYC is Greek. I love Greek humor and your appreciation of the “good life”.

I have been practicing yoga and Pilates for many years, and I love Ma Cherie’s great selection of yoga and active wear. For example. Alo Yoga, which you carry, is one of my favorite yoga wear brands.

Find the amazing Nuori products here.