ALL I AM Beauty

ALL I AM Beauty is a Swedish cosmetics company founded in 2021 in Stockholm by Jessica Dersén, Karin Svensson and Amanda Schulman [13]. It sells makeup, skincare and fragrance built around a deliberately narrow range — famously a single mascara — and positions itself as a curated alternative for shoppers who want fewer, considered choices rather than a sprawling catalogue. The company remains active, with editorial content published as recently as February 2026 and revenue that it reports has grown each year since launch.

The brand was the product of two industry insiders setting out on their own. Dersén and Svensson met while working at the Swedish beauty retailers Kicks and Åhléns, where they held purchasing and category roles and had earlier been involved in developing a fragrance line for the footballer Zlatan Ibrahimović [3][11]. After friends and family kept turning to them for product advice, the pair joined with serial entrepreneur Amanda Schulman to launch a brand they say they had been missing themselves.

The founding team brings together complementary backgrounds. Dersén and Svensson describe more than 25 years of combined experience launching and building beauty brands — work that, by their own account, included starting Kicks' e-commerce operation, acquiring a Norwegian beauty chain and managing private-label development [3]. Their fragrance background is central to the brand's origin story: before ALL I AM Beauty they collaborated with French perfume houses and created scents for Zlatan Ibrahimović. A Scan Magazine profile gives the founders' experience as over 20 years rather than the 25-plus the company states — a minor difference in editorial rounding [11].

Amanda Schulman, a television producer and podcaster, joined as ambassador, board member and owner, and has also been credited as creative director on the skincare line. The company frames its identity as "by women — for women" [12].

ALL I AM Beauty launched on 12 April 2021 with a single product, the White Flower Bliss perfume, which the company says remains a bestseller [13]. Rather than releasing a full catalogue at once, the founders added products gradually — roughly one a month or quarter — to manage cash flow and gather feedback on each launch. An early follow-up was the "Double Espresso" eye pencil, created because the founders felt the right everyday pencil was missing from the market.

In 2023 the company introduced a seven-product skincare range, developed over about two years with skincare specialist Maria Johansson. By 2024 it reported having passed 10 million SEK in annual revenue within three years [11], and it has said revenue doubled during 2025 to more than 25 million SEK, with a stated target of around 35 million SEK in 2026 [12]. The company reports that roughly 70% of its revenue comes through its own e-commerce site, alongside retail distribution.

The brand's central idea is restraint. It describes its approach as "smart, simple and self-evident" beauty and keeps its assortment deliberately tight — most notably stocking only one mascara, which it markets as "the only one you will ever need." Its tagline, "ALL I AM is ALL YOU NEED," reflects the same logic [12]. The company presents itself as a guide for shoppers navigating an overcrowded category, describing its role as "the modern woman's best friend in the beauty jungle," and emphasises products meant to suit a wide range of ages and skin types.

The line spans makeup, skincare, fragrance, body care, brushes and nail polish. Its best-known items are the launch fragrance White Flower Bliss and the Everyday Perfection Mascara, the latter repeatedly singled out in Scandinavian beauty awards.

The 2023 skincare range was the brand's most research-led project, developed with Maria Johansson, a licensed skincare therapist who runs her own Stockholm clinic. The company says the formulas draw on ingredients including hyaluronic acid, niacinamide, the retinoid hydroxypinacolone retinoate and peptides, and were created with dermatologist testing for use across skin types, including sensitive skin [14]. According to the company, all its products are vegan and cruelty-free, and are manufactured in Sweden or elsewhere in the EU — with production noted in Italy and Germany — a choice it links to keeping output close to home and reducing transport emissions [7].

The Everyday Perfection Mascara was named "Best Mascara" among the Best Scandinavian Beauty Products 2024 by the Swedish magazines Damernas Värld and STYLEBY [11]. The brand's eye pencil was recognised as best eye pencil in 2022 and 2023, and its lip gloss has been picked among category favourites by titles including Styleby and the Skönhetsredaktörerna beauty awards. In 2025 founders Dersén and Svensson won the "Årets Rising Star" prize at the E-star Awards, which recognise Swedish e-commerce [12].

ALL I AM Beauty is an active company. Its most recent visible activity at the time of writing was a blog post published on 16 February 2026, and it has reported continued revenue growth into 2025.

Its geographic reach is less clear-cut. The brand's own retailer page lists physical stockists only in Sweden — across Stockholm, Uppsala, Göteborg and Malmö, through retailers such as NK, Åhléns, KICKS and Lyko [5]. Nordic retailer listings, by contrast, show the brand available across Denmark, Finland, Norway and Sweden, most likely through Lyko's pan-Nordic online operation. On the conservative reading, the company maintains single-country physical distribution with cross-border online availability via Nordic retailers.