The Quiet Revolution of Scent
At I AM, perfume is a journey of mindful, spiritually empowering self-care. We choose how we show up for ourselves and the world around us. Each fragrance is an aromatic ritual, a moment to pause, breathe, and reconnect.
I AM reaches deep within the mind and body, reminding us of our purpose, our present moment, and empowering us to live in alignment with our truth.
It began with two words: I Am
Our values trace back to founder, Danica Siegel. In the mid-1980s, she traded the fast pace of Los Angeles for the stillness of Calistoga, a town nestled in Northern California’s wine country. There she met Patty, a spiritual teacher who introduced her to practices of mindfulness, meditation, and manifestation.
One daily ritual of writing cards that began with “I am now…” became an exercise in trust, teaching her that what you choose to affirm can shape what unfolds. For over 40 years, Danica has explored many paths of spiritual awakening.
Where Affirmation Meets Scent
In 1992, her daily ritual and her discovery of essential oils converged to create I AM, a fragrance brand uniting the essence of scent, the wisdom of aromatherapy, and the science of aromachology. This firmly established scent and affirmation as the brand’s true signature.
Danica is widely recognized as a pioneer in using fragrance as a path to personal empowerment. Her natural talent with fragrance reflects a family tradition that spans three generations.
Grounded in Spirit, Growing Forward
Over the years, I AM's fragrances have been featured in exclusive shops and spas, including Sephora, Anthropologie, and Ritz Carlton Spas, as well as wellness boutiques worldwide.
Today, the brand begins a new chapter that is playful yet grounded, personal yet timeless. It is the next revolution of scent, one that carries the spirit of I AM into a future shaped by sustainability, clean formulations, and connection to a higher purpose.
As we bring the brand closer again, we move forward with intention, honoring its roots while creating space for what comes next. In returning to shelves, we invite you to join us on this journey, a reminder, through fragrance, of what already lies within.