Fragrance house

ALL I AM Beauty

ALL I AM Beauty was founded on 6 August 2020 by beauty experts Jessica Dersén and Karin Svensson, with entrepreneur Amanda Schulman joining as ambassador, board member, and owner. Dersén and Svensson met while working at Kicks and Åhléns, and their earlier careers included launching Kicks’ e-commerce, acquiring a Norwegian beauty chain, negotiating with international beauty brands, and managing private-label activity. They also brought experience in fragrance development, including work with French perfumers and involvement in the development of Zlatan Ibrahimović perfumes. The brand’s first product, the White Flower Bliss perfume, launched in 2021. Its offering now spans makeup, skincare, and fragrance, reflecting an approach centered on a curated selection of products considered necessary rather than an extensive routine. ALL I AM Beauty also developed its skincare line through a two-year process involving formulation testing, clinical studies, dermatologists, skincare specialists, and skincare expert Maria Johansson. White Flower Bliss remains a bestseller.