Why do I AM products look different?

I AM SELFCARE NEW JARS

Why do I AM products look different?

I AM products are not the typical, standard white- or pastel-colored cream. We use 61 active ingredients at potent strengths in our entire product line. Many of these natural active ingredients have deep and/or vibrant colors, signifying high levels of nutrients and antioxidants. Mixing these very colorful active ingredients together into a white cream will, naturally, turn the white cream into a color. For example, our Serene night repair emollient is a light brown color due to all of the dark colors of the healing and repairing botanicals from the earth: deep purple from Grapeseed, deep greenish-brown from Green Tea, brown from Centella Asiatica and Boswellia Serrata, and so on. Just as it’s very important to our health for our diet to include brightly colored fruits and vegetables, the same principle holds true for effective skincare. The brighter, bolder, or deeper the color, the higher the nutrient content.

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