Most brands try to sell you a value linked to the aspirational, “get somewhere and you’ll finally be living your best life”, “be like somebody and you’ll feel better”, “join the girl club and belong”. The world too tells you “make it here and you’re there,” “get partner and you’re there,” “join the right clubs, and organizations, and you’re there”. We’re showing you that none of these matter, when your search for self is not there. We chose to call our brand ATEM, German for the air you breathe, because we want you to remember 1. that the air you take in to fuel your body and your mind is a living metaphor for the things that propel the great essence that is you, and 2. that you need to be careful with what you’re taking in and keeping, because it will affect not only your body, but it will affect you entire livelihood and ultimately others’.
Skincare is a pivotal instrument in the way we take care of ourselves.
From as young as adolescence, the conversations surrounding skincare and bodycare have informed us that the way we take care of our skin and our body is the way we take care of our selves. For many, physical products directly affect our moods and how good we feel about ourselves and our lives. As we age, we learn to experience radical self-acceptance, acceptance beyond circumstance, the external or object and the external and radical discovery: a discovery of the keys that unlock the potential to the life that is uniquely ours; we learn to experience these at their most realized forms only through a relentless pursuit until death meets us.
Our mission is to instigate that understanding in you as early as possible.