Representing all: Skincare brand I Am Proud on carving out a niche with inclusive beauty commitment

By Kirsty Doolan

- Last updated on GMT

Representing all: Skincare brand I Am Proud on carving out a niche with inclusive beauty commitment

Related tags inclusive beauty

UK skincare brand I Am Proud has detailed how it has carved out a cult following with its inclusive branding that resonates with Gen Z consumers, as well as revealing that the US is its next major expansion target.

Throughout May, which is Mental Health Awareness Month, I Am Proud’s Skin Proud brand is encouraging fans to reap the positive mental health benefits of ‘Paying it Forward’ – a concept coined on TikTok that means doing something kind for another person when a good thing happens to you.

As part of the campaign, which aims to address the issue of mental health among young people, the brand will partner with leading ‘Pay it Forward’ TikTok creator Zachery Dereniowski to spread the message. It will also champion mental health organisations, encourage its community to donate to Brighter Future Fundraiser, and launch a voting poll for its customers to nominate a youth Mental Health charity for it to champion.

Global Marketing Director Nora Zukauskaite filled us in on the campaign, as well as the latest developments and future plans for the brand.  

CDE: Can you tell us more about the Gen Z mental health awareness campaign you are currently running?

Nora Zukauskaite​: This year we want to put our Proud community at the centre of our campaign with our first community-led approach to allow our Proud community to have their say. We know that Gen Zs are the most educated generation and resonate with brands that are partnering with their community and driving important social causes.

CDE: What else has been happening for I Am Proud in 2023?

NZ: We have grown this year across the I Am Proud family and now include the three sub-brands: Skin Proud which we launched in 2020 and Hair Proud and Body Proud, which both launched this year.

CDE: In a crowded beauty market, what’s special about your brand and products​?

NZ: Our hair and bodycare brands, Hair Proud and Body Proud have been developed especially for our #proudcrowd and is proudly suitable for all hair and body types. The formulations are powered by clinically proven, skincare-inspired actives. Hair Proud and Body Proud deliver high-performance haircare and bodycare at an accessible price point. Our bespoke blended scents feature a patented mood-boosting fragrance technology that is scientifically proven to have specific mood benefits, to encourage you to prioritize your mental wellbeing and carve out time for self-care.

CDE: Do you have any new launches in the pipeline?

NZ: We have just launched our Skin Proud Serious Shade Lightweight Hydrating SPF Sun Serum in the US and UK, which features optimized filter technology to provide superior broad-spectrum UVA/UVB protection and is formulated with a high-performance blend of skin-loving ingredients.

CDE: Will you be entering any new markets?

NZ: We are focusing on further retail expansion in the US. We are excited about what’s to come this year. Watch this space!

CDE: What are your future plans for the brands?

NZ: For 2023, we are focusing on growing our I Am Proud brands and will continue with our brand ethos to empower​ and build a community that celebrates uniqueness and champions individuals to be proud of the skin they’re in. We are committed to representing all skin, hair, and body types; putting diversity at the heart of everything we do. With a strong focus on education around skincare active ingredients such as Retinol, Vitamin C, Niacinamide and Hyaluronic Acid, and how industry trends are moving towards the skinification of hair and body. 

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