NAM

NAM is a Polish colour-cosmetics and skincare brand based in Kartuzy, in northern Poland. It was launched in the autumn of 2020 by the cosmetics manufacturer WIBO Adamczak sp. k. as the company's third in-house brand, after WIBO (1989) and Lovely (1995) [11]. From the outset it was positioned as a vegan, cruelty-free makeup line sold at drugstore prices, distributed in Poland through the Rossmann chain and the brand's own online shop.

The brand presents itself with the phrase "more than makeup," describing its products as colour cosmetics that also care for the skin. Its Polish slogan, "Bo tak NAM się podobasz," plays on the word nam — the Polish pronoun meaning "to us" or "for us" — and is rendered in English as "Because we like you just the way you really are" [15].

NAM was developed by WIBO Adamczak sp. k., a family-run cosmetics manufacturer founded in 1989 in Kartuzy. According to the company, the formulas were refined over roughly two years in WIBO's own laboratory before the brand reached the market in 2020 [15]. The brand was introduced as the manufacturer's third label, following the original WIBO line and Lovely [11].

No individual is credited as NAM's founder. At launch, the only named figure associated with the brand was Natalia Pietrusiak, described in Polish coverage as WIBO's Director of Creation and Marketing [15]. Trade reporting separately identifies WIBO itself as a family business run by the Adamczak family, consistent with the company's legal name, WIBO Adamczak sp. k. The brand's own materials do not name a founder, and NAM is best understood as a corporate sub-brand of WIBO rather than a founder-led venture.

NAM frames its mission around self-acceptance and skincare rather than coverage. The company says makeup "shouldn't cover who you are, but highlight your essence," and describes its goal as creating professional cosmetics that combine quality, responsibility and care for the skin. Inclusivity, mindfulness and environmental responsibility are the values it most often cites.

The line is priced for the drugstore segment. German retail listings put individual items in the single-digit euro range, and the brand is sold alongside other Rossmann labels rather than in prestige channels [16]. NAM's positioning sits within the early-2020s wave of vegan and "clean" beauty, where animal-free formulation and recyclable packaging are presented as core selling points rather than add-ons.

NAM's range centres on colour cosmetics — foundations, powders, lip products and eye makeup — together with a small skincare assortment. Named products include the Latex Lipgloss, marketed for a glass-like shine; the Glow Shield Pressed Powder, which carries sun protection; and the Daily Shield Tint Serum, a tinted foundation-serum hybrid. In 2022 the brand released a "Get Wet" collection, which was covered by the trade publication Global Cosmetic Industry [17].

According to the company, NAM formulas combine a high share of naturally derived ingredients with actives such as black rose extract, snow algae, niacinamide, vegan collagen and hyaluronic acid [12]. The brand also markets a finishing complex it calls bestFILTERneeded, described as giving a smooth, radiant, filter-like finish. Two patents held by the parent company underpin part of the technology shared across WIBO's brands: one covering a microencapsulation method for powders and one for a texture used in illuminating cosmetics [13].

NAM describes a "less-waste" approach to packaging, saying it reduces conventional plastic in favour of glass and mono-material components chosen to be easier to recycle. The brand states that its products are vegan and cruelty-free, and the parent company reports that they are additionally certified by PETA [12]. Its published ingredient "blacklist" lists substances the company says it excludes, among them parabens and mineral oil [4]. As an EU manufacturer, WIBO states that its products comply with European cosmetics regulation.

In Poland, NAM has received consumer- and industry-facing awards. The brand was recognised with the "Dobra Marka" (Good Brand) distinction in 2021 and named "Gwiazda Branży Kosmetycznej" (Star of the Cosmetic Industry) in 2023 [2]. Beyond Poland, it has drawn trade and editorial coverage tied to product launches and to its retail expansion, including German beauty press noting its arrival in Rossmann Germany's online range in 2023 [16].

NAM is active. Its website remained current as of 2026, carrying a 2026 copyright notice, a 2025 catalogue and newly listed products. Direct online sales through the brand's own shop are limited to Poland, while retail distribution extends abroad — notably to Rossmann in Germany, and, per retailer listings, to Nordic markets through local resellers. The brand's Polish-language blog shows fewer recent posts, but its product catalogue continues to be updated.