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Niki Newd, rooted in a cherished family recipe, is changing beauty. With a focus on freshness, it offers a fresh take on skincare.
Niki Newd
From family recipe to global phenomenon
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Current skincare has drifted far from freshness.
Kirsi Kaukonen
Co-founder & CEO, Niki Newd
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The challenge
The connection to nutrition
The freshness factor
Freshness sits at the heart of Niki Newd's philosophy. The brand takes a different approach from many skincare companies. Instead of relying on preservatives and synthetic additives, it focuses on fresh formulations and carefully selected ingredients.
Niki Newd was founded by Kirsi Kaukonen. Her background combines engineering, modelling, and entrepreneurship. Together with Nina, who holds a PhD in biochemistry, she began to question many of the assumptions behind modern skincare. They wanted to understand how people really want to care for their skin.
Their conclusion was simple. Skincare should follow some of the same principles as food. It should be fresh. It should be made with care. And it should focus on quality ingredients.
Prioritizing traceability and quality
Traceability is key in Niki Newd's approach. The brand sources gourmet ingredients from trusted suppliers. Over 60% come from Finland and the Nordic region, while the rest are from Europe.
For the team, knowing ingredient sources is crucial. It shows the same focus on quality found in fine dining.
"Traceability hasn't been a challenge for us, either in formulations or packaging," Kirsi says. "We want containers made with high quality. They should be produced transparently and sustainably in Europe, following EU labor and environmental laws."
The packaging also needed to enhance the product. The team aimed for a container that reflects the value of its nutrient-rich formulations and the care in their creation.
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Skincare inspired by nutrition
For Niki Newd, skincare shares principles with nutrition. The focus is on diversity, freshness, and quality.
"When we made products for ourselves and our family, we wanted to know what we were putting on our skin," Kirsi says. "Using cosmetic-grade ingredients not meant for human nutrition didn't appeal to us."
This mindset shaped the brand from the beginning. Instead of standard cosmetic ingredients, Niki Newd uses edible-grade ones. The team picks each ingredient with care. They check its nutrition and how it works in the formula.
Formulated with intention
This approach influences every product the company creates. Niki Newd avoids preservatives, alcohol, additives, and synthetic ingredients. The result is a range of fresh, natural skincare products.
The brand also follows a simple formulation method. The focus is on using only what is necessary and being clear about every ingredient.
Beyond the products, Niki Newd aims to inspire change in the skincare industry. The company advocates for greater transparency, sustainability, and simplicity. These values influence both its formulations and how it communicates with customers.
In skincare, the effectiveness of products is enhanced by the diversity and variety of nutrients applied to the skin, much like in nutrition.
Kirsi Kaukonen
Co-founder & CEO, Niki Newd
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Results in practice
Preserving freshness and nutrient potency
Packaging with purpose
Niki Newd treats packaging like food. Instead of using secondary cardboard, each product has an info card. This card details contents, ingredient quality, legal info, and optimal usage dates. It mirrors fresh food labeling, ensuring peak freshness and nutrient potency.
To protect these ultra-fresh formulations, packaging must maintain nutritional value.
From the start, Niki Newd chose Miron glass.
“Miron has been our partner from the beginning, and we have no reason to switch.”
Miron’s violet glass shields nutrient-rich formulations from harmful light. It also supports long-term stability. Niki Newd keeps their products fresh and effective. They do this without using synthetic preservatives.
What Miron made possible
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Product preservation
Protecting fresh formulations
Miron glass helps safeguard delicate nutrient-rich ingredients from light degradation.
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Natural preservation
Preservative-free skincare
Better protection allows Niki Newd to avoid synthetic stabilizers and preservatives.
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Brand expression
Freshness-driven philosophy
Packaging supports the brand’s “fresh skincare” concept.
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Responsible packaging
Transparent sourcing
European-made glass aligns with Niki Newd’s commitment to traceability.
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Brand aesthetics
Timeless packaging design
Customers value the aesthetic and durability of the Miron jars.
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Brand perception
Premium brand experience
The deep violet glass reinforces the brand’s high-quality positioning.
All our customers praise the Miron jars. They are timeless.
Kirsi Kaukonen
Co-founder & CEO, Niki Newd
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A new vision for skincare
Niki Newd aims to inspire change in skincare. The brand wants people to treat skincare like nutrition, with care and awareness.
“We want to encourage people to rethink using 'complex' preserved products. These often contain additives that aren't good for us, our environment, or the planet.”
Freshness as a new standard
Embracing the concept of ‘Fresh Skin Care’, Niki Newd envisions a future where skincare products are as fresh and accessible as groceries, revolutionzing the beauty industry’s landscape.
Packaging used
Products shown in this case
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