I am by Swedish Haircare

I am by Swedish Haircare is a Swedish haircare brand founded in 2020 by the hairdresser Henrik Artdeson [5]. It makes a compact range of vegan, multifunctional shampoos, conditioners and styling products positioned for professional use, and is built around the idea that customers can blend two or more items into a custom "hair cocktail" rather than buy a separate product for every need.

The company remains active. Its Shopify-based webshop ships to more than 26 European countries, and it has continued to update its catalogue, rolling out reformulated "2.0" versions of its core products and announcing a further launch for 2026.

The brand traces back to Artdeson's long career behind the chair. He began competing in hairdressing at 17, worked as a technician for a product company, and spent roughly three decades developing and teaching within the trade before launching his own line. The family connection runs deeper still: his mother opened her first salon when he was one year old, in 1974, so he effectively grew up in a hair salon [5].

According to the company, the goal was to create "allergy-friendly, multifunctional products for all with professional performance" — haircare and styling, as it puts it, "without compromise." Editorial coverage at launch placed the founding year at 2020: a January 2021 feature in Daisy Beauty described the brand as having launched a year earlier, and a November 2021 profile in Scandinavian MIND noted it had appeared "a little bit over a year ago" [6].

I AM by swedish.haircare AB is registered in Tjörn, on the Swedish west coast, with its address at Dösevägen 25 in Hjälteby [12]. A corporate registry search identifies its parent as the holding company Artdeson Warehouse AB, on whose board Henrik Artdeson also sits [13]. Some sources instead treat "Swedish Haircare" as an umbrella brand; the registry record indicates this is part of the trade name rather than a separate corporate parent. Early editorial features describe the company as independently created by Artdeson, with no parent named [6].

The brand's stated approach is to strip its formulas back to essentials — what it frames as professional haircare that is "as clean as it is functional," with reduced ingredient lists and "nothing included that doesn't serve a function." Each product is meant to have a clear purpose while still working in combination with others, and the company explicitly "leaves creativity" to the user through its mixable system, marketed as "Hair Cocktail by i am." One early formulation of that idea, repeated in the press, was the founder's shorthand "1+1=3."

Accessibility is part of the design brief. Reviewers have highlighted bottles built around a press-down pump that can be opened by people with weak grip strength, including elderly users and those with conditions such as rheumatism [9]. The brand presents itself within the broader S-beauty (Scandinavian beauty) and clean-beauty movements, aimed at experimentation-minded customers with growing awareness of ingredients.

The catalogue centres on a small set of multifunctional products: the Cleanser Shampoo, Structure Spray, Treatment and Volume Conditioners, Hairoil, Fiber Foundation and Structure Gum, alongside a Hand & Body Soap. At launch in early 2021 the line held six products, with a stated ambition to grow to around fifteen offering more than forty combined functions [10]. In 2024 the company introduced "2.0" reformulations of its core line, and it has communicated a Structure Gum 2.0 for 2026.

Formulas draw on plant-derived ingredients such as green pea extract, cottonseed oil, macadamia and sunflower seed oils, hydrolysed wheat protein, pea peptides and B5. The company states its products are vegan and not tested on animals; editorial reviews additionally describe them as paraben- and sulfate-free. Packaging is made partly from recycled materials, with refill options for the care range, and the brand frames this within a stated focus on a "climate-smart future without compromising quality."

A point of disagreement concerns where the products are actually made. The brand's own about page says only that they are "developed and produced in Sweden," without naming a city [2]. Several editorial sources are more specific: a 2021 review by Elin Fagerberg and a 2022 Daisy Beauty test both state that the products — and the fully recycled-plastic bottles — are manufactured in Stockholm [7][9]. The Tjörn address appears to be the registered seat rather than a production site.

The brand drew early Swedish beauty-press attention. Scandinavian MIND profiled it in 2021 as an S-beauty label with "sustainability at its very core," and Daisy Beauty covered it the same year as an innovative Swedish haircare brand "for the experimentally inclined." A 2022 Daisy Beauty review of the Cleanser shampoo awarded it four out of five stars, praising its gentle cleansing and unusual pump design [8]. One Daisy Beauty article from January 2021 described Artdeson as having been named "Hairdresser of the Year" by Elle; this claim appears in that single source and is not independently corroborated [10].

The brand is active. It operates a multi-currency webshop serving 26 or more European countries, has reformulated its core products, and has announced a new launch for 2026. Independent editorial coverage is concentrated in 2021 and 2022. On Glowjakt the brand is currently listed in Sweden, though it ships more widely across Europe.