We took on the challenge no one else would and built a business around fresh.


For years, the skincare industry has spent billions extending the life of their products by months or even years. Has anyone asked why?

The truth about shelf life

Today most skincare products are formulated to last at least 30 months, that is 2.5 years or longer. This is a result of 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.

Numerous studies have shown that commonly used active agents, such as vitamins A, C and E, are unstable in cosmetic formulations. They start losing their beneficial properties in just a few months.

In the race to artificially extend shelf life, the ideal of freshness has all but been forgotten. This changes now!

Delivering freshness on time, every time

Freshness defines our reason for being and sets the bar for all aspects of the NUORI concept. From formulas and production to packaging and distribution, everything has been reimagined to optimize freshness of our products. Welcome to an industry rethink on freshness!


Premium protective packaging minimizes exposure to air, light and bacteria before and during use. This means every NUORI product you meet is at peak efficacy, guaranteed.


To ensure rapid time to market, all NUORI products are freshly blended in small batches every 12 weeks at our professional production facilities in Denmark, packaged and delivered directly to our stores and retail partners across the world.

The Freshness Date

We consider freshness dating a genuine consumer right, and powerful proof that NUORI products are the freshest on the market. As a sign of our commitment to freshness we have marked all NUORI products with two dates:


We recommend you start using our products by this date, at the latest, to benefit from the optimum freshness and efficacy of the ingredients found in your favorite NUORI products. The Start-Using-By Date can always be found stamped on the front of our outer packaging. 


Our natural formulations will remain potent and stable for six months after blending. As an additional transparency measure, our products are marked with Expiry Date that serves as a reminder of when the product should be replaced by a new, fresh one. The Expiry Date can be found stamped on the bottom of our bottles or on the top of our tubes.