As I Am
As I Am is an American haircare brand founded by Dr. Ali N. Syed, a cosmetic chemist with decades of experience in textured hair science. The brand was created to meet the specific needs of curly, coily, and natural hair textures through high-performing, science-backed formulas. Based in Illinois, As I Am offers a wide range of products — from cleansers and conditioners to curl creams and growth serums — made with ingredients like coconut oil, shea butter, and Jamaican black castor oil. Its formulations are vegan, cruelty-free, and sulfate-free, focusing on hydration, definition, and scalp health. The brand also invests heavily in research and education, setting new standards for textured haircare. What makes As I Am distinctive is its scientific approach to natural hair — combining rigorous research with cultural authenticity. It remains one of the most trusted brands for healthy, naturally styled hair.
Brand Details
Hair Care Brands
Affordable
Cabrières d'Avignon, Provence-Alpes-Côte d'Azur, France
Worldwide
Frequently asked questions
Who founded As I Am?
As I Am was founded by Dr. Ali N. Syed, a cosmetic chemist with decades of experience in textured hair science. He created the brand to meet the specific needs of curly, coily, and natural hair textures through science-backed formulas.
Where is As I Am based?
As I Am is based in Illinois, though it ships worldwide to serve customers globally.
What is As I Am known for?
As I Am is known as one of the most trusted brands for healthy, naturally styled hair, specializing in high-performing products designed specifically for curly, coily, and natural hair textures. The brand is recognized for its scientific approach that combines rigorous research with cultural authenticity.
What is the price range of As I Am?
As I Am offers products in the affordable price range, making quality textured haircare accessible to a wide audience.
Is As I Am sustainable or ethical?
As I Am's formulations are vegan, cruelty-free, and sulfate-free, reflecting the brand's commitment to ethical and conscious beauty practices. The brand prioritizes clean ingredients and responsible sourcing in its high-performing products.
What products does As I Am offer?
As I Am offers a wide range of products including cleansers, conditioners, curl creams, and growth serums, all made with nourishing ingredients like coconut oil, shea butter, and Jamaican black castor oil. These formulations focus on hydration, definition, and scalp health for textured hair.
What makes As I Am unique?
As I Am is distinctive for its scientific approach to natural hair, combining rigorous research with cultural authenticity, and for investing heavily in research and education to set new standards for textured haircare. The brand's foundation in cosmetic chemistry expertise ensures that every formula is specifically designed for curly, coily, and natural hair needs.
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