as i am

As I Am is a haircare brand founded by Dr. Ali N. Syed to support natural, coily and curly hair textures. Still family-owned, the brand combines natural ingredients with expert science to promote healthy hair and empower the textured hair community.

Some of the most popular products include the Coconut CoWash, a moisturising cleansing conditioner loved for its gentle, no-lather formula, and the DoubleButter Cream, a rich daily hydrator that leaves curls soft and defined.
The Leave-In Conditioner is a go-to for detangling and prepping curls, while the Curling Jelly helps reduce shrinkage and frizz for long-lasting definition.
For scalp care, the Dry & Itchy Scalp Care Shampoo is a customer favourite thanks to its soothing, sulphate-free formula.

Yes, several As I Am products are Curly Girl Method-friendly, especially those free from sulphates, silicones and drying alcohols. Alongside bestsellers, options like the Hydration Elation Intensive Conditioner, Jamaican Black Castor Oil Water, and Classic Curl Clarity Shampoo also fit the CGM approach while targeting moisture, scalp health and curl definition. Whether you’re just starting CGM or levelling up your routine, the range makes it easy to build a curl-safe, effective regime.

Yes, As I Am is suitable for kids, especially their dedicated Born Curly range. Designed for young, delicate curls and coils, these products are made with gentle, tear-free formulas that cleanse, moisturise and detangle without harsh ingredients. They're ideal for children with natural textured hair and are crafted to support healthy growth and easy styling from the start.

To use Curl Colour, start with clean, detangled hair and apply it to damp or dry strands in sections, smoothing it through from root to tip. Use fingers or a styling tool to define curls as you go, then let the hair air-dry or diffuse. Once fully dry, avoid touching the hair too much to minimise colour transfer. The colour is temporary and washes out with shampoo, making it a fun, commitment-free way to switch up your look.

Curl Colour is a temporary colour that typically lasts until your next wash. It sits on the surface of the hair, so the pigment rinses out easily with shampoo. Longevity can vary slightly depending on how much product is used, your curl type, and how often you wash your hair, but it’s designed for short-term, commitment-free colour play.

Yes, As I Am is a cruelty-free brand.