Our Story

The Story Of

a girl in flowers illustration

I AM Ekaterina

my story of love for nature's little treasures

It all started when I was about 17, over a decade ago now, I started to fall head over heels in love with natural cosmetics and natural ingredients. I still remember the first set of three essential oils my best friend and I bought together at a local pharmacy in my hometown of Vladivostok, located on the far east coast of Russia. My journey started in pursuit of trying to grow my hair back to below-the-waist mane it once used to be. I cut it all off to a short bob in a moment of passion, and the young me regretted that decision quickly thereafter. 


I set off on a determined journey of experimenting with ingredients to aid my mission. Along the way I realized that natural was the only way to go for me, and I never looked back. The experiments and learning didn't end when I grew my hair back to it's length however. I was eager to learn more, and natural ingredients worked their way into my daily skin and hair care rituals. 

As my love for plants and their healing abilities grew, so did my passion for natural beauty. I knew I wanted to share it with others. But I had an entrepreneurial  dilemma - I didn't want to create 'just another skincare brand'. I wanted to create something special and dear to my heart, something that people would enjoy every day.

It took me some time to realize how to share my message. I knew I wanted to make people feel empowered not only from the outside, but from within. So often in the beauty industry we are categorized into "skin"- skin types, skin concerns, skin colours, but we aren't just that. We are people, with experiences, passions, fears, desires, loves and losses. I wanted to create something that would bring out the best in you, instead of telling you where you are flawed. Therefore, I AM was born. A brand that represent the true you, whatever that may be.