When she experienced skin sensitivity and hyperpigmentation during pregnancy – and two months later, her newborn daughter developed eczema – Dami Akinnaike wanted to find safe, simple skincare free from steroids and chemicals. She started whipping her own shea butter with essential oils – and what began as natural recipes for herself and her family has now flourished into ÀMI London, a luxury bodycare brand celebrating inclusivity, wellness and everyday indulgence.

What is ÀMI London: What do you sell and what is the inspiration behind the brand?

ÀMI London is a luxury, conscious skincare and bodycare brand that celebrates natural ingredients and inclusive beauty, crafting products that nourish your skin without compromising on wellness or sustainability.

Since the inception of ÀMI, my vision has always been to cultivate a brand that reflects the values of non-toxic, simple and clean beauty with mainly Black women in mind. As someone who battled with a hormonal imbalance during pregnancy, leading to adult acne – as well as “pregnancy mask” [melasma, a pregnancy-induced skin condition that causes pigmented patches on the skin] – I was determined to find something that worked for me and other women like me out there who didn’t feel safe using steroids or products from the high street.

My daughter, at the age of two months, also developed eczema and I had made up my mind to use only clean natural products after she was prescribed steroids by her GP as well. I started whipping my own shea butter with natural oils that not only helped my daughter’s eczema but also my acne.

“My vision has always been to cultivate a brand that reflects the values of non-toxic, simple and clean beauty”

Once you had the idea, how did you get started building the business?

Once I had the idea for ÀMI London, I studied and received a diploma in Organic Skincare Formulation. I then started making and testing small batches of whipped body butters with my friends, family and online community. I focused on creating clean, effective formulas that really nourish the skin, using ingredients like organic cocoa and unrefined shea butter as the base and whipped them into perfection.

Once this was received well, I knew I had to take the next step. I went ahead and built a simple website to showcase the products, designed the logo and branding myself, and officially launched. The business grew from there.

What makes your skincare stand out from others?

What sets ÀMI London apart is our commitment to creating clean, natural, and effective skincare that’s both indulgent and results-driven. Our whipped body butters are made with organic and unrefined butters and nutrient-rich carrier oils, so they deeply nourish and hydrate the skin without harsh chemicals, alcohol, or synthetic fragrances.

Our products are particularly great for dry, sensitive, or dehydrated skin, helping to restore softness, improve elasticity, and leave the skin smooth and glowing. They’re designed for people who want skincare that’s gentle, natural, and luxurious, so you can feel confident in both the ingredients and the results.

Why is shea butter so beneficial and what other effective ingredients do you include?

We focus on natural, nourishing ingredients that truly benefit the skin. Shea butter is one of our key ingredients. It’s rich in vitamins A, E, and F, which help moisturise, soothe, and repair the skin. It also has anti-inflammatory properties, making it perfect for dry or sensitive skin.

We also include organic cocoa butter, which locks in moisture and helps smooth and soften the skin, and a blend of nutrient-rich oils like jojoba, apricot oil and Kukui oil to provide extra hydration and support skin elasticity. Every ingredient is carefully chosen to create a luxurious, effective, and natural product that leaves skin soft, glowing, and healthy.

We also use essential oils like lavender oil to help calm irritated skin and promote relaxation, neroli oil to help encourage cell regeneration and brighten dull skin, and frankincense oil to help firm and tone aging skin.

How do you want your customers to feel using your home fragrances and skincare?

I want our customers to feel pampered, relaxed, and confident when using ÀMI London products knowing that they are using skincare that is safe. With our whipped body butters and home fragrances, the goal is to create moments of everyday luxury and self-care. I want it to feel like a pause in the day that nourishes the skin and soothes the senses.

Beyond just how they look or smell, I want people to feel cared for and indulged, knowing they’re using clean, natural, and thoughtfully-crafted products that genuinely benefit their skin and well-being.

What kind of customer feedback do you get most often?

We often get, “it helped clear my scar”,’ “my skin feels so amazing and soft”, “it smells incredible”, “I love the texture”, “my skin feels so hydrated”, “it is the only product my skin has never reacted to” and, “it gives me the most amazing glow”.

How has the brand evolved since your very first product?

ÀMI London has grown a lot since our very first product: we’ve popped up in Selfridges, won a £10,000 grant with Glossier (and been mentored by some of the biggest names in the company), collaborated with ASOS and PUMA, and been featured in Grazia, Cosmopolitan and more.

I started with small batches of whipped body butters made at home, focusing purely on creating a natural, nourishing formula that worked. Since then, the brand has evolved to offer a wider range of products, refined packaging, and a more elevated, luxurious brand experience. Along the way, I’ve also learned a lot from customer feedback, which has helped us perfect our formulas, improve textures, and ensure every product delivers both indulgence and results.

The journey has been about scaling thoughtfully without ever compromising on quality or the natural ethos that defines us.

What’s been your proudest moment running ÀMI London?

My proudest moment running ÀMI London has been seeing how our products genuinely make people feel cared for and confident in their skin. Every time a customer tells me that our whipped body butters have transformed their routine, whether it’s that their skin is clearer, their scar has faded or simply that it helped soothe their sensitive skin, it’s incredibly rewarding.

On a bigger scale, I’m proud of growing the brand from a small home-made project into a recognised London-based natural skincare brand that stays true to clean, effective ingredients.

What can we expect from you next?

Next for ÀMI London, you can expect new product launches and innovations that continue our focus on natural, nourishing ingredients and luxurious experiences. We’re exploring new skincare ranges and home fragrance collections, as well as collaborations that bring the brand to new audiences while staying true to our ethos.

Beyond products, we’re also focusing on community and education. We feel a lot of people still don’t know or understand the benefits of using natural skincare and body care products so we will be helping people understand the benefits and why they should incorporate it into their daily routines.

What’s your long-term vision for ÀMI London?

My long-term vision for ÀMI London is to become a recognised leader in natural, luxury skincare, known not just for indulgent products but for genuinely effective, clean formulations that care for all skin types. I want the brand to expand both nationally and internationally.

Beyond growth, I also hope ÀMI London inspires people to choose conscious, clean skincare and understand the value of self-care that’s both effective and mindful, turning skincare into something that’s not just a routine, but an experience.

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