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I Am Proud deals

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Expired

£107 I Am Proud 'Complete Care Kit' beauty dupes set for £35 all-in*

10-piece dupe set, such as Proud Bright Boost vitamin C serum vs £70 Sunday Riley

I Am Proud is a beauty brand from the creator of Ciaté and Lottie London that has been much hyped on TikTok. We've blagged a deal on the 10-piece I Am Proud 'Complete Care Kit'* – sold for £107 but would cost £113 if you bought the products separately – but with our code you get this I Am Proud set for £35 delivered.

Use the code CARE at the checkout by 11.59pm on Monday 26 August, or when all 3,000 sets are sold, whichever's first.

All products are cruelty-free and vegan dupes, mimicking big brands such as Sunday Riley's cult vitamin C serum (normally £70). You'd pay about £264 for the equivalent quantities of the duped brands. Here's what the set contains, along with the similar big brand each product has been said to be a dupe for:

I Am Proud product

Similar big brand

Bright Boost, 2% Vitamin C serum, 25ml - normally £12.95

Sunday Riley CEO 15% vitamin C brightening serum - 30ml normally £70 at Sephora

Everything balm, multi-use skin balm, 20ml - normally £7.95

Elizabeth Arden eight hour cream skin protectant - 50ml normally £31 at Boots

Rise and Defend kombucha face wash, 100ml - normally £12.95

AcidEnzyme exfoliating face & body cleanser - 400ml normally £28.50 at Beauty Pie (for members)

Sleep Hero hydrating mask, 50ml - normally £14.95

Laneige bouncy and firm sleeping mask - 60ml normally £32 at Lookfantastic

Detox tonic exfoliating toner, 145ml - normally £14.95

Pixi Glow tonic - 250ml normally £18 at Boots

Smooth Talk hyaluronic acid serum, 25ml - normally £12.95

Drunk Elephant B-Hydra Intensive Hydration Serum - 50ml normally £45 at Space NK

Refresher facial mist, 90ml - normally £9.95

Clinique Moisture Surge face spray - 125ml normally £27 at Lookfantastic

Clean & Strong pre-cleanse hair mask, 200ml - normally £9.95

Moroccanoil intense hydrating mask - 250ml normally £27.85 at Sephora

Super Hydrating shampoo, 360ml - normally £7.95

Kerastase Nutritive bain satin shampoo - 250ml normally £25.05 at Boots

Super Hydrating conditioner, 360ml - normally £7.95

Kerastase Nutritive lait vital high nutrition ultra-light conditioner  - 200ml normally £33.85 at Boots

I_am_proud_August

Even if you're not interested in the 'dupes' aspect of this deal, you're saving a chunk of change if you want to try these viral products.

For more beauty offers, see our Cheap make-up & beauty deals round-up.

Expired

£107 'I Am Proud' hair & beauty dupes set for £35 all-in*

10-piece dupes set, eg, Proud Bright Boost vitamin C serum vs £100 Sunday Riley

The creator of beauty brands Ciaté and Lottie London has released a new brand, 'I Am Proud' (it's also been much hyped on TikTok). We've blagged a deal on a 10-piece I Am Proud set* – worth £107 when bought separately – for £35 delivered. Use the code PROUD at the checkout until 11.59pm on Tuesday 13 February, or when all 3,000 sets are sold, whichever's first.

All products in this set are cruelty-free and vegan, and all are 'dupes' mimicking big brands, such as Sunday Riley's cult vitamin C serum (normally £100). Here's what the set contains, along with the similar big brand each product is a dupe for:

I Am Proud product

Similar big brand

Everything balm, all purpose balm, 20g - normally £7.95 

Glossier original balm, 15ml - normally £14 at Glossier

Recharge serum, 0.5% retinol, 25ml - normally £13.95 

Alpha H 0.5% vitamin A retinol serum, 25ml - normally £39.99 at Lookfantastic

Bright Boost, 2% Vitamin C serum, 25ml - normally £12.95 

Sunday Riley CEO 15% vitamin C brightening serum, 50ml - normally £99.90 at Sephora

Sleep Hero, overnight sleep moisturiser, 50ml - normally £14.95 

Farmacy Beauty 10% niacinamide night mask, 50ml - normally £42 at Space NK

Jelly Bright essence, hydrating tonic essence, 150ml - normally £13.95 

Tatcha essence boost, 75ml normally £63 at Tatcha

Clear off Pads, microfibre reusable make-up removing pads x2 - normally £11.95 

Face Halo Microfibre pads, normally £7.50 each (£15 for two) at Boots

Mini Sorbet Skin, water based moisturiser, 15ml - normally £2.95 

Tatcha water cream, 10ml - normally £24 at Tatcha

Clean & Strong, hair repairing mask, 200ml - normally £9.95

Phillip Kingsley Elasticizer mask, 150ml - normally £30.60 at Lookfantastic

Super Hydrating shampoo, 360ml - normally £7.95 

Kerastase Nutritive Bain Satin 2 shampoo, 250ml - normally £22 at Amazon

Super Hydrating conditioner, 360ml - normally £7.95 

Kerastase Nutritive lait vital high nutrition ultra-light conditioner, 200ml - normally £30.47 at Lookfantastic

I-am-proud-set

MSE Rhiannon says:

Even if you're not interested in the 'dupes' aspect of this deal – where you'd pay £381 for the equivalent big brands, and not always get the same amount – the cost of this set separately is £107. So for £35 delivered, either way, you're saving a chunk of change, especially if you've wanted to try these viral vegan and cruelty-free products.

Martin's Money Mantras

Use them

Before spending

If you answer 'NO' to any of the following questions, don't buy.

Are you

Not skint? Ask:

Will I use it?

Is it worth it?

Are you

Skint? Ask:

Do I need it?

Can I afford it?

Free protection for all shopping!

There's a little-known piece of legislation that turns any credit card into a financial self-defence superhero. 'Section 75' of the Consumer Credit Act means your plastic must protect anything you buy for more than £100 for free, so if there's a problem or the company goes bust, you can still get your money back.
And although Section 75 doesn't apply to debit cards, there is something else to fall back on if you've paid using a debit card, or used a credit card for a purchase under £100. Known as Chargeback, this is part of banks' and card companies' internal rules and not a legal requirement. Read full details of Section 75 or Chargeback, plus how to claim, in our guides.
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You shouldn’t notice any difference and the link will never negatively impact the product. Plus the editorial line (the things we write) is NEVER impacted by these links. We aim to look at all available products. If it isn't possible to get an affiliate link for the top deal, it is still included in exactly the same way, just with a non-paying link. For more details, read How this site is financed
MSE Email icon 11 February 2025

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