Many things in our everyday lives have changed over these past months and this also includes how I spent my time in my city.

Many things in our everyday lives have changed over these past months and this also includes how I spent my time in my city. New York is known for all the wonderful cultural and culinary places – and not least the small green spots. We unfortunately have limited access to all of this now. Luckily, we have an apartment with a lovely rooftop terrace where I get to nurture my passion for gardening. I moved abroad for the first time when I was 6 years old, and after this, I spent most of my childhood living in Africa because of my father’s work in various development aid projects. I returned to Finland, my home town, to do my high school and university studies. As a young professional, I moved to Denmark where I lived for 15 years. I studied at the Helsinki School of Economics, where I received a Master of Science in Economics and Business Administration.

I started my career as a Management Consultant at McKinsey & Company and quickly found out that I liked working with marketing strategy. This led me to apply for a position at L’Oréal. There I started as a Product Manager for L’Oréal Paris Makeup and was then promoted to Marketing Manager for the L’Oréal Paris brand. The idea for creating my own skincare brand actually came to me while I was working at L’Oréal. At that time, we were implementing the new EU rules for labeling of cosmetics, and of the new requirements was that all cosmetic products should have a visible expiry date. But there was an exception to the rule: If a product has a minimum durability of more than 30 months (meaning 2.5 years or more) it does not need to have an expiry date. Not surprisingly, these 30 months very quickly became the minimum standard for shelf life. When I became aware of this fact, I began looking for information about the effect of time on cosmetics. I was surprised to find several studies showing that commonly used active ingredients, such as vitamins, start losing their beneficial properties in just a matter of a few months after blending because of oxidation. Another downside of long shelf lives is the use of synthetic preservatives and other additives, which are needed to preserve and stabilize the formulas over time. I became more and more convinced that there was a need for a fresh skincare alternative on the market. And it is almost 7 years ago I finally gathered up the courage to quit my comfortable corporate job and took the frightening leap into entrepreneurship.

Our philosophy is called “Fight for Fresh” and our whole concept is built around the simple fact that freshly blended skincare gives us the unique opportunity to create the purest formulas with the highest level of efficacy: The efficacy of any given Nuori formula is higher since active ingredients are not weakened by time-related breakdown. Our products can be kept truly pure and highly potent, as no synthetic preservatives or other additives are needed to artificially prolong the stability and shelf life of the products. And to ensure this high level of freshness, our Nuori products are blended in small batches every 10 to 12 weeks in the laboratory in Denmark and promptly delivered to our retail partners around the world. Nuori does in fact mean “young and fresh” in Finnish. As I am originally from Finland, I found this name suitable for both our freshness concept and as a reference to my background and heritage.  

I expect that Nuori will grow in the markets we are already in. Luckily, we already have amazing retail partners such as for example Le Bon Marché in Paris, Credo in the US and Beyorg in Hong Kong – just to name a few. At one point, I would also love to have our own Nuori flagship stores where you can immerse yourself into our world. We will of course also introduce new products in our range and thereby make Nuori relevant for even more people.

I believe that beauty comes from within. It is reflected in how you feel at any given moment and it can make you radiate. Beauty can also be found in the details surrounding us, and I believe that beautiful experiences enrich our lives in ways no material things can.