• Curling Jelly
  • Curling Jelly
  • Curling Jelly
  • Curling Jelly
  • Curling Jelly

Curling Jelly

@ Sally Beauty
@ Sally Beauty
@ Target
@ Target
@ Walgreens
@ Walgreens
@ Walmart
@ Walmart


Coil & Curl Definer

Define Your Curls. Shine Your Curls. Help Them Do What Nature Intended. Perfect for Wash & Go Styling.

What a wonderful Curling Jelly for hi-definition coils and curls, with buoyancy and vibrancy! Whatever your hair length, your style will be distinctly beautiful and will hold its definition for days.

Contains natural ingredients your hair loves and none of the ingredients it doesn't.



  • Defines coils and curls
  • Minimizes frizz 
  • Reduces shrinkage and enhances stretch 
  • Locks in precious moisture as you harmonize your coils
  • Formulated with nature's best moisturizers and curl boosters



Aqua/Water/Eau, Glycerin, Hydroxyethylcellulose, Betaine, Aloe Barbadensis Leaf Extract, Sodium Benzoate, Potassium Sorbate, Erythorbic Acid, Citric Acid, Pectin, Beta Vulgaris (Beet) Root Extract, Xanthan Gum, Tocopheryl Acetate, Potassium Sorbate, Fragrance/Parfum (Coumarin, Limonene), Phenoxyethanol, Caprylyl Glycol



    • Use after cleansing and conditioning your hair. (Do not towel dry or blot after your final rinse.)
    • Apply As I Am® Leave-In Conditioner liberally, according to instructions; This will help prevent flaking once hair is dry.
    • Apply Curling Jelly to detangled hair while it is still soaking wet, to small sections, from root to tip. Spray with water if hair begins to dry before you're done.
    • To define your coils/curls, you may finger rake, comb through with a wide-toothed comb (Shingle), or finger style. 
    • Air drying is recommended. You may use a hood dryer on the low setting if time or weather is an issue. 
    • Fluff, separate or arrange your coils to style, only after hair is completely dry.
    • For added moisture, scrunch Moisture Milk or DoubleButter® Cream onto hair.



      Learning how to use gel products like As I Am® Curling Jelly, formulated specifically for defining tightly coiled and curly hair can be very challenging at first. My advice to you, my sisters, is to not give up! You all know the saying…."If at first you don't succeed…" Take advantage of the many good resources provided by experienced natural ladies on the internet that explain, and actually show you how to properly apply these types of products. Soon, I will be offering you some visual instruction on this site. Until then, I can offer you these tips:

      • Apply product liberally to small sections, to very wet hair. When an adequate amount of product is applied, the section should feel very slippery to the touch and slide very easily between your thumb and forefinger when you run them down from root to tip.
      • Take care not to over-apply because it will prolong drying time, (which is already lengthy due to the type of natural ingredients in the formula). Also, too much product can leave sticky clumpy droplets on the hair and cause eventual flaking.
      • Whatever your application method, the Curling Jelly must be worked well into the hair sections as you apply. Sliding sections several times between your thumb and forefinger, from root to tip, or "raking" larger sections of your hair, using your fingers as the rake, will form the definition of your coils and curls.
      • As you apply the Curly Jelly, arrange the sections in the position where you would ultimately like your hair to be. For instance, if you want a side parted style, place the sections of hair in that manner as you apply the Curling Jelly to it.
      • Most ladies do well to liberally apply a Leave-In Conditioner before applying the Curling Jelly. The finish is softer and less likely to flake.
      • SUPER IMPORTANT! Do not touch your hair before it is completely dry! If you do, your hair is prone to frizz and some of your definition may be lost! It's best to apply early in the day, and then allow it to air dry. Don't worry, the look you'll get when the product is applied looks glossy and well-defined. If you don't have the luxury of time or if the climate is cold, dry with a hood dryer, on the low setting.
      • Once the hair is completely dry, feel free to fluff it to your satisfaction. The more you manipulate the hair the fuller it gets, so finger fluff more where you want fullness. Fluff little or not at all where you want flatter areas. Once hair has been fluffed, it won't return to the original flattened alignment until you re-wet and re-style your hair.
      • Even after your hair is dry, refrain from disturbing your well defined coils, spirals or curls, particularly on the ends of your hair. Doing so may cause them to lose their alignment and become frizzy.
      • On the days after you've styled with the Curling Jelly, you may apply As I Am® Moisture Milk, DoubleButter® Cream, or CocoShea Spray for softness, moisture and sheen. If you notice any flakes, scrunching in a little of any of these hydrators should do the trick.
      • Always secure your hair beneath a satin bonnet when you sleep. It will eliminate abrasion damage and keep your style looking good longer.
      • Finally, don't be afraid of water. It's now your friend! If a section looks a little frizzy on the ends, dampen your forefinger and coil the ends around your finger to create a spiral. Watch how your own beautiful coils bounce back into alignment. Now, let it dry, without touching it while damp.


      Use #AsIAmCurlingJelly to show off your curls:

      Customer Reviews
      4.8 Based on 32 Reviews
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      Kiana J.
      United States


      This curling jelly is life changing! My curls stay calm and super curly throughout the whole day in Florida humidity. I love!


      Best Hair Product Ever!

      I used to apply cantu in my hair but i noticed it dried my hair out more than it already was. I switched to this curling jelly and it’s perfect for my hair. My hair type is about 3A-3B and honestly i’m so glad i found this. it doesn’t flake up in my hair, it makes my hair feel smooth and makes it look healthy, it also doesn’t make my hair look greasy at all!

      Samantha C.
      United States United States

      Curling Jelly

      We used the leave in and curling jelly and the hair was defined when wet, and extremely frizzy and crunchy after when it dried.

      quincy j.
      United States

      Best curly gel

      Lite weight and perfect from my low porosity hair


      THE BEST

      I swear by this product. ALWAYS gives me a bomb wash and go with no crunch just soft define curls!!!

      United States


      I like the hold not too stiff but the next day or the following days after it would eventually flake up and i thought I had dandruff/dirt in my hair.

      Lindsay S.
      United States


      I love this product just wish it came in a bigger size

      Maryum R.
      United States

      I’ve been an As I am lover for over 6 years and nothing’s changed

      The curling jelly is the PERFECT styler for protective styles such as twist outs and braid outs or for wash n gos. Which makes me love this product even more. It was my introduction to jellies and I’ve been obsessed ever since. It is light weight but it has an amazing hold. Let’s not even get into the shine it gives my styles. I LOVE the whole original collection.

      Rosemarie W.
      United States United States

      Jelly love

      Great slip, a little goes a long way, my twist out looked amazing

      Deborah D.
      United States United States

      Fine curly hair

      Curl my hair nicely