Haircare made for beautiful Coils And Curls... Naturally.

  • Shea Butter

  • Coconut Oil

  • Strengthens Hair up to 125%

  • Increases Moisture by 33%

  • Reduces Breakage up to 87%

  • Eases Combing up to 32%

  • The Founder

    With 45 patents, Dr. Ali N Syed and his family-owned business is at the origin of the curly hair industry.

  • R&D

    The As I Am laboratory in the US specializes in the science of hair care. Each science-backed product is crafted in-house.

  • Sustainability

    By prioritizing decomposable materials, As I Am ensures products that have a minimal footprint.

  • Clean Beauty

    Gentle formulas that provide moisture retention without compromising the natural balance of the hair and scalp.