We’re building a community that celebrates uniqueness and champions being Proud of the skin you’re in.
We’re on a mission to deconstruct
traditional beauty standards with the power of #teamproud.
This also means zero retouching to any of our model images. ever. #proudnotperfect
Developed with your best skin and hair in mind, all of our products are dermatologically tested and
suitable for all hair, skin and body types.
We also believe that investing in your wellbeing shouldn’t
mean compromising your morals, so you can rest easy knowing the entire I Am Proud range is also
100% vegan + PETA approved.
Tired of seeing overly retouched, perfectly smooth-skinned models in cosmetics ads? Yeah, us too. That’s why we made a promise on day 1 that I Am Proud would be a place where real hair, skin, and bodies can be celebrated, completely free from retouching.
CLICK HERE to sign our petition to ban the retouching in cosmetics adverts.
PSA: No one looks like the people in those ads – not even the models. #proudnotperfect
We are committed to finding you more ways to bring sustainability into your skincare routine. Our formulas will always be 100% vegan and PETA approved, our outer packaging is made with FSC card and printed with vegetable based ink.
