IAMMI (www.iammi.co), a Kiwi brand on a mission to teach personal resilience through everyday routines, has launched a Kickstarter crowdfunding campaign to raise money for the production of its innovative skincare line and accompanying digital platforms.
Inspired by the journey co-founder Mimi Gilmour Buckley (local hospo identity and Burger Burger founder) has been on since her first-born, Olympia, was born with a significant brain injury five years ago, IAMMI makes products that repurpose everyday routines into science-backed wellbeing practices, and platforms of resources that are designed to educate and inspire. Following the Kickstarter, Mimi and co-founder Lucinda East Kennedy will produce a results-driven range of accessibly priced New Zealand-made skincare products, alongside an app that teaches personal resilience by demonstrating how to fold resilience-building practices into skincare routines. The app also tracks skin health and mood (and shows the relationship between the two) and connects users with a community.
With investment starting at $20N, backers from around the world can visit Kickstarter to pre-order products at 30 per cent off the RRP and receive an invitation to join the brand’s App Discovery & Development team.
Skincare veterans Christine Hames and Kate Michelmore led the products’ development, along with Mimi’s father, Dr. Robert Gilmour (a doctor specialising in skin and a former associate professor at Stanford University), and the teams of chemists at each of IAMMI’s industry-leading laboratories. The team spent two years developing evidence-based formulas that blend the best of science with the latest innovations in green technology. These are ethically-made, cruelty-free, luxury products without the luxury price tag.
IAMMI was inspired by a practice Mimi started after Olympia was diagnosed with quadriplegic spastic cerebral palsy and epilepsy. In the quiet time she spent washing her face each morning and evening, Mimi’s skincare routine became her moment of peace where she’d let go of worry and focus on gratitude and acceptance. Through this ritual, she became more resilient. As she studied the brain to better understand Olympia, Mimi learned about neuron pathways and the science of repetition; ultimately why this practice was having such a powerful and positive effect.
Mimi also employs hundreds of young people at Burger Burger, and every day she sees her team members struggling to cope with the realities of life. It’s a common issue - the Southern Cross Healthy Futures Report 2020 found that nearly half of Kiwis aged 18 to 29 were dissatisfied with their friendships, social lives and overall wellbeing. All of these experiences converged and an idea began to take shape in Mimi’s mind: what if there was a popular culture brand that teaches resilience by repurposing everyday routines into resilience-building habits? Products could act as the triggers to help people move through these science-backed practices. And for Mimi, skincare was the perfect place to start.
To learn more or to support the Kickstarter campaign, visit: https://www.kickstarter.com/projects/iammi/iammi
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Published 4 March 2022