Thank You for help, You're absolutely right
I was using non-1:1 zoom so I didn't see the proper NR effects. I had to apply a lot more NR in Develop module to get the effect I wanted in Library or export.
But now those photos in develop look too smooth, people are like plastic dolls. I understand the reason is speed of resampling algorithms, but this solution is not very intuitive. As for now it's hard to apply other effect when everything is blurry from NR and every change I have to confirm in Library 1:1 because the develop view is not accurate and over-smoothed.
So KFey maybe this is the same situation with Your photos?