I AM
founder: Nelle Noell
course: Diploma in Organic Skincare Formulation
Graduation year: 2025
location: Denmark
Hero product: Face Oil: I AM HEALING
Brand overview
Founded by Formula Botanica graduate Nelle Noell, I AM is more than a skincare brand – it is a movement rooted in self-awareness and self-acceptance. Built on the belief that true beauty begins with authenticity, the brand encourages individuals to reconnect with themselves through mindful skincare rituals and daily affirmations.
Each I AM product is designed as a moment of pause – a simple, intentional ritual that invites presence and awareness into everyday life. Guided by mantras, the brand’s philosophy centres on trusting intuition, embracing individuality, and growing into the best version of oneself. Skincare becomes not just a routine, but a tool for reflection and self-discovery.
At the heart of I AM is the idea that no one knows you better than you know yourself. Through its products and message, the brand fosters a diverse and accepting community where beauty is experienced as a journey of awareness, empowerment, and personal transformation.
Nelle credits Formula Botanica with helping her refine both her formulations and her brand identity. Through the Diploma in Organic Skincare Formulation, she strengthened her technical formulation skills while also gaining clarity around her brand DNA, enabling her to create products that are aligned with her values, vision, and purpose.
