As I am

The As I Am brand is known for its range of products specializing in the care of frizzy and curly hair. JBCO, Coconut, Argan or Olive oil, fruit extracts… As I Am gives pride of place to natural ingredients and offers treatments with targeted benefits. Each range will help you achieve your goals whether they are to hydrate your dry hair or promote the growth of your natural hair. With As I Am, you will find all the hair care you need for your frizzy to curly hair: co-wash, shampoo, conditioner or mask.

Origin of the AS I AM brand with natural ingredients

When the As I Am brand was created, its founder, Dr. Ali N. Syed, already had decades of experience in the hair care industry. He specialized in the care of frizzy hair following the numerous requests of his clients in this direction. The name “As I Am” reflects a desire to respect natural hair and provide it with the care it needs to reveal all of its original beauty. It is in this respect for the natural and in the enhancement of all the beauties that As I Am has made its place in the offer of hair care for frizzy and curly hair.

As I Am strives to offer treatments based on natural ingredients. Curly and frizzy hair has specific needs which As I Am meets with targeted ranges, based on one or more natural extracts. For example, for the famous JBCO collection of As I Am, carapate oil, also called Jamaican black castor oil, is honored in the list of ingredients. This oil with multiple benefits is therefore present in a significant proportion in the composition of each product in the range: spray, cowash, shampoo, styling cream or mask.

AS I AM: your curly to frizzy hair care expert

As I Am is a real textured hair expert. The first As I Am skincare range consisted of 11 products, a significant number for a young brand. Each of these hair care products has been designed to meet a specific need.

It is by offering numerous products for each range that As I Am has been able to reach a large clientele. Each type of hair can constitute a complete routine with As I Am care. Cowash, shampoo, gel, moisturizing spray, lotion, styling cream, mask, conditioner... This variety of products for frizzy to curly hair guarantees you to find the care you need.

Among the As I Am product ranges we find the JBCO, based on carapate oil, the Dry & Itchy, designed for sensitive scalps or the As I Am Born Curly , specially formulated for children. Innovative, the As I Am brand regularly updates its collections to be as close as possible to the needs of its customers. Each range includes many products in various formats and adapted to different textures. If your hair is healthy and you are simply looking for a good, effective and affordable routine, the classic range from As I Am is for you!

As I Am treatments are appreciated for their composition based on active ingredients of natural origin but above all for their undeniable effectiveness. With As I Am, the results are there. Dry, brittle hair, dandruff and devitalized lengths are treated in depth by As I Am treatments.

Our advice for using AS I AM products in your hair routine

A complete routine can include 3 or 5 products depending on your hair needs. As i Am has all the care you could need, from shampoo to nourishing oil.

Step 1 - Wash

If you have dry hair, it's best to skip shampoo with every routine. As I Am offers several types of cowash . A dual-function cleansing treatment, the cowash gently removes impurities while providing hydration and nutrition. This alternative to shampoo is a good option if you want to refresh your hair after a workout, for example. If your curly or frizzy hair needs it, consider a clarifying shampoo to remove product residue and oil and leave on a healthy base.

Step 2 - Hydrate and Nourish

The conditioner and the mask are two steps that can be substituted or added according to your needs. At As I Am, each range has its dedicated hair mask and conditioner. The famous As I Am detangling conditioner is ideal for all hair textures and types. It will make your curls soft, shiny and perfectly detangled.

Step 3 - Style and Protect

This last step is just as important as the previous two. To define your curls, you can use a styling cream for frizzy and curly hair that will deeply nourish and achieve a long-lasting result. For curly to wavy hair, you can turn to a lighter moisturizing hair lotion so you don't weigh your curls down. Finally protect your hair from dehydration with a moisturizing spray for curly to frizzy hair.