As I Am
Enjoy the As I Am array of hair oils & serums, scalp treatments, shampoos and more besides. Make sure you add a sale alert so that you never miss product discounts and deals. Read More
Why We Like As I Am
"As I Am is a saviour for all naturally coiled and curly-haired beauties. If, like us, you love to care for and style your hair from the comfort of your own home, then this lineup of products is your match made in heaven. The expertly developed formulas gives locks the time and specialised attention they deserve, so that you can flaunt big, beautiful and bouncy tresses. "
Written by Carly Cochrane, Beauty Editor
With so many questions unanswered about the correct hair care products and treatments to use for women of colour, Doctor Ali N. Syed decided it was time to start a revolution: As I Am. Designed to target women with naturally coiled and curly hair textures, As I Am gets to the root of many women's problem: 'What products can I use to care for my hair?'
As I Am was born in 2010 and has since grown to become a haven for those who seek expert styling and conditioning treatments. After years of intense research and finding out what women really want, the creators behind As I Am decided to focus on formulas that are robust enough to do the job but gentle enough to care for your hair. That's why they stripped away additives and toxins such as mineral oil, sulphates and silicones and used healthier, natural ingredients that are proven to work exceptionally.
Take control of your coiled tresses once and for all with help from a brand that knows what they're talking about.
Frequently Asked Questions about As I Am
Is As I Am cruelty-free?
As I Am is a cruelty-free brand. To our knowledge it does not test on animals, nor does it ask others to do so on its behalf.
Do these products have paraben-free formula?
Parabens are not present in the majority of their product formulae.
I’m avoiding products with phthalates. Can I still shop from this brand?
They avoid using phthalates in a majority of their formulas and products.
I do not wish to buy products containing mineral oil. Can I shop from As I Am?
As I Am has created some mineral oil-free products, which you can discover by choosing the appropriate filter.
Do their ingredients feature Sulphates?
A number of their products are formulated with sulphates. To see their free-from sulphates ranges, use our filters above.
I prefer to use vegan-friendly brands. Do As I Am products fit this criteria?
Not all of As I Am products are vegan-friendly, but some are made without animal-derived ingredients or by-products and are suitable for vegans. Where applicable, this is highlighted on the product page.
Where in the world do As I Am produce their product line?
The USA is the country that As I Am products are manufactured.