First and foremost, I Am Proud is here to empower. 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.