ALL I AM Beauty: Natural glow from the beauty experts

With years of industry experience and heaps of passion, the founders of ALL I AM Beauty have taken the brand on an incredibly journey. Only three years since it appeared on the beauty scene, the brand has already reached 10 million SEK in revenue, won multiple awards, and been praised by fashion magazines and the likes of Amanda Schulman.

ALL I AM Beauty is the brainchild of beauty experts Jessica Dersén and Karin Svensson, who have more than 20 years of experience building and launching beauty brands. The duo even developed Zlatan Ibrahimovic Perfumes together with the famous football player some years ago.

With plenty of knowledge in the beauty industry, Dersén and Svensson were seen as beauty experts with great know-how by friends and family, who often asked for advice on the best products to buy. The step towards starting their own brand came quite naturally and 2021 saw the launch of ALL I AM Beauty in Sweden and Scandinavia – and it became an instant success.

“Our goal is to develop the best products and to inspire and guide customers in the world of beauty,” says Dersén. “The brand is built on our knowledge and expertise in beauty, and we offer a curated assortment of products for women who seek natural beauty and premium quality. For instance, we only have one mascara in our range as it’s the only one you will ever need.”

Joining their beauty journey as partner and brand ambassador is TV producer and media personality Amanda Schulman, who many will also know from the massively popular podcast Fredagspodden. “Our expertise and Amanda’s passionate relationship to beauty sits at the heart of our vision to create the most inspiring and reliable beauty brand on the market,” explains Dersén.

Founders Jessica Dersén and Karin Svensson, together with partner and brand ambassador Amanda Schulman.

For that natural glow

ALL I AM Beauty is more than a product, the brand is a reliable partner in the world of timeless elegance and high quality. All products are developed with the same passion and expertise, to boost confidence and natural beauty in women. The brand aims to be a better choice for both people and the environment, and all products are vegan, cruelty-free and locally produced.

First in the range of products to launch was White Flower Bliss, a perfume inspired by the balmy evenings by the Mediterranean. “The fragrance is warm, sensual and floral, and suitable for both everyday and party wear,” explains Svensson. “It’s really amazing, and many customers have fallen in love with it already.”

The brand is perhaps best known for the Glow Primer, however, which corrects and evens out your skin tone. “It provides a beautiful glow and a hydrating formula that keeps your makeup fresh all day long,” adds Svensson. “Our Glow Primer gives a boost – for that perfect glow.”

Level up the lash game

Another instant hit was the Everyday Perfection Mascara, the ultimate all-in-one mascara. It lifts, bends, lengthens and separates lashes – giving 18 times more volume and 50 per cent longer lashes. “It’s the best mascara in the world, and we have tried many,” smiles Svensson. “It does the job.”

The water resistant mascara has been named Best Mascara amongst Best Scandinavian Beauty Products 2024 by fashion magazines Damernas Värld and STYLEBY. “We are so proud to receive these prestigious awards,” adds Dersén. “It’s proof of the appreciation we get for our products and it inspires us to continue our journey.”

One of the most recent product launches has been Glowing Body Oil, an addition to the top-selling glow category. This is a luxurious, shimmering body oil that gives an incredible glow and also nourishes, soothes and moisturises the skin. And no doubt, we can expect more from this up-and-coming beauty brand. One thing is for sure, the journey has only just begun for ALL I AM Beauty.

Web: alliambeauty.com
Facebook: ALL I AM Beauty
Instagram: @alliambeauty