The Story
Why it exists.
The beginning
Pupa launched I'm in 2015 with a single intention: capture the sensation of a kiss in liquid form. Maurizio Cerizza and Luca Maffei built the composition around a contrast of bright berry fruits meeting warm, intimate florals, finishing close to the skin. Wild strawberry bursts forward at the opening, its bright perishable sweetness immediately apparent, while blackcurrant follows seconds later to add depth without introducing darkness. Clove appears within the first minute, warm and slightly sweet spice that grounds the fruitiness before it can drift away. As the fragrance settles, the florals emerge more prominently.
What makes I'm interesting is how deliberately it contradicts itself. Berry sweetness and clove spice. Powdery florals and warm amber. The heart notes, rose, violet, honeysuckle, are designed to evoke lipstick, that classic Italian feminine gesture, but the base of white amber, vanilla, and labdanum softens it into something skin-close and sensual rather than painted-on. The combination of wild strawberry and blackcurrant up top creates an immediate fruity impact that doesn't rely on sugar, there's a tartness to the blackcurrant that keeps the opening from feeling juvenile. The clove note is small but present throughout, adding warmth without fire.
The evolution
The opening is all about immediacy. Wild strawberry hits first, bright and perishable, followed seconds later by blackcurrant that adds depth without darkness. The clove appears in the first minute, warm, slightly sweet spice that grounds the fruitiness before it can float away. Around the 15-minute mark, the florals take over. The violet arrives first, powdery and familiar, almost nostalgic. Then rose and honeysuckle extend the heart, carrying that lipstick accord Pupa designed the fragrance to evoke. This is where the scent stops being a berry composition and becomes something more intimate. The drydown is where the fragrance settles into its most complex phase. White amber and vanilla wrap around the skin, settling into a warm embrace that wraps around the clove and florals still lingering underneath.
Cultural impact
I'm occupies an interesting space in the fruity-floral category. The playful pop-art packaging and lip-shaped cap signal its intentions immediately, inviting those who appreciate bold aesthetics and unapologetic sweetness to engage with the fragrance. The lipstick accord woven throughout the composition connects the visual design to the olfactory experience, creating a cohesive statement that extends beyond the scent itself. This attention to detail in both presentation and formulation suggests a brand that values consistency between what you see and what you smell.
