i+m Naturkosmetik is a Berlin fair-trade beauty brand that turned radical supply-chain transparency into a loyal activist customer community.
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See all ads on AdLibrary →i+m Naturkosmetik is a Berlin-based fair-trade natural cosmetics brand founded in 1987 by Inga Maren Otto. The brand is known for radical supply-chain transparency, vegan formulations and fair-trade sourcing. Distributed through pharmacies, health food stores and its own DTC webshop. Also searched as i+m.
i+m's paid media budget is modest compared to larger naturals competitors, but the brand punches above its weight through transparency content — 'meet the farmer' posts and supply-chain explainers that generate high organic reach. When paid ads run, they target conscious-consumer audiences with values-alignment creative. Browse their ad activity at AdLibrary.
Instagram is i+m's primary social channel — the brand's activist voice and fair-trade stories resonate with the platform's socially conscious users. Facebook advertising targets health-conscious women with ethical consumption interests. The brand's certifications (fair-trade, vegan, NATRUE) feature prominently in ad visuals.
Copy is direct and values-forward: 'fair trade, not fair washing'. Ingredient provenance stories (shea butter from Ghana, argan from Morocco) give the supply-chain narrative texture. Vegan certification and cruelty-free messaging appeal to the brand's primarily female 25-45 core demographic.
i+m shows that radical transparency is a cost-effective marketing strategy for brands whose supply chains can withstand scrutiny. Sharing supplier names, farm conditions and price premiums paid creates trust content that no paid ad can replicate. The lesson: if you can afford transparency, use it — it converts sceptics better than any certification logo.
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