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
Cabrières d'Avignon, Provence-Alpes-Côte d'Azur, France
2011
D
Dr. Ali SyedWorldwide
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.
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.
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 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.
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 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.
You May Also Like
Discover more brands you might be interested in
Umberto Giannini
Umberto Giannini is a UK-based vegan haircare brand founded in 1998 by hairstylist Umberto Giannini and Claire Shread. The brand began inside Giannini’s award-winning salons and later expanded into a full product line focused on curls, volume, and styling innovation. Today, Umberto Giannini is known for its salon-quality formulas that are 100% vegan and cruelty-free, featuring hero ranges like Curl Jelly and Flowerology. Its products are enriched with natural botanicals and designed to enhance texture while keeping hair healthy and hydrated. The brand also champions sustainability, using recyclable packaging and eco-friendly manufacturing practices. What makes Umberto Giannini unique is its combination of creative heritage and ethical principles, blending British salon expertise with a mission-driven approach to beauty. It has become one of the UK’s most trusted haircare brands for curly and textured hair.
View Brand
Gyada Cosmetics
Founded in 2017 by Dario Recupero and Antonino Lo Faro, Gyada Cosmetics is an Italian eco-certified beauty brand headquartered in Sicily. It focuses on organic hair and skincare made with scientifically tested botanical ingredients. Gyada’s haircare range features aloe vera, spirulina, and hyaluronic acid to enhance shine, strength, and scalp balance. All products are vegan, nickel-tested, and certified by AIAB Italy. The brand merges advanced research with traditional herbal knowledge, producing clean formulations with elegant Italian design. What makes Gyada Cosmetics distinctive is its precision-based natural formulation, delivering high-performance care that respects both people and the planet.
View Brand
Serge Destel
Serge Destel Paris is a French professional haircare brand that combines salon expertise with premium, natural formulations. Designed for stylists and consumers, its products use botanical extracts and essential oils to cleanse, repair, and protect hair. The brand emphasizes scalp wellness and long-term hair vitality. Each formula is vegan, sulfate-free, and enriched with nourishing oils like argan and macadamia. What makes Serge Destel distinctive is its blend of French sophistication and clean innovation, offering a holistic approach to professional haircare. It continues to gain recognition in high-end salons for its balance of performance, purity, and design.
View BrandExplore by tags
- affordable
- ayurvedic
- b corp
- biodegradable
- black-owned
- circular
- cruelty-free
- custom
- eco-friendly
- ethical
- everyday
- fair-trade
- fine jewellery
- gemstone
- hand-crafted
- handmade
- heritage
- hypoallergenic
- lab-grown diamond
- locally made
- luxury
- mid-range
- minimalist
- natural
- organic
- paraben-free
- plant-based
- plastic-free
- recycled
- silicone-free
- sulfate-free
- sustainable
- upcycled
- vegan
- women-owned
- zero-waste
From The Labels is not officially associated with the brands, designers, or individuals mentioned on this page. Information is curated from public sources, and brand owners can update or verify their listings by contacting support@fromthelabels.com.