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As I Am is a beauty brand rooted in the natural: natural hair, natural ingredients and natural results. We’re driven by wellness and the celebration of self. You inspire us to look beyond conventional beauty products and create innovative formulations that enable you to be you, as you are. Through our carefully curated collections of naturally derived beauty products, our mission is to enhance your natural curl and ignite your inner glow.
Show us your natural beauty with:
#A I A x M e


Natural: We start at nature for all of our products. Nature has provided us with a range of plants, fruits, vegetables, herbs and seeds that offer the benefits we look for to care for our hair, and nourish our roots. We avoid harsh chemicals of concern like parabens, silicones and sulfates, and replace them with non-harmful ingredients whenever possible.

Intentional: Everything we do is deliberate.  Our research team takes every conversation, letter, Instagram comment and Facebook DM straight to the lab.  Each product and collection is created with a specific goal in mind - a goal you had in mind.  

Results: You shouldn’t have to choose between what is good for you and what actually works. That is why our results-driven team, formulates products tested to perform. When we claim strong hair growth, 100% flake free and 10x more moisture retention, we have the results to back it up. You can find some of these results shared in our blog and on social media.

All or our products are:


Our story began with a simple goal: create naturally derived products that meet the desires of naturalistas. Dr. Ali N. Syed, a master hair care chemist and entrepreneur, began to hear it more and more as he traveled the world. Women of color, with naturally coily and curly hair textures, asked him, "What products do you have for my hair?" He was hesitant to recommend any of his existing products because what was being asked of him was much more than an ordinary recommendation. Celebrating one's own natural hair texture is more than a trend, it is a lifestyle for naturalistas. There was, and still is, a desire for natural products that meet the unique needs and enhance the beauty of natural hair without changing the curl pattern or hair chemistry. This culminated in the birth of a wonderful array of products, aptly brand-named "As I Am" that now celebrates the natural beauty in haircare.