As I Am

Shop As I Am here

If you have spent any time in the curly hair community, chances are you have come across As I Am. This American curl care brand has built a loyal global following by creating science-backed, botanically inspired products specifically designed for natural, curly and coily hair. With a focus on healthy hair from the inside out, As I Am has become a staple brand for curl enthusiasts who want effective, trustworthy products that genuinely deliver.

Where is As I Am from?

As I Am is an American brand, founded and headquartered in the United States. The brand has since grown into an internationally recognised name, with products now available across the globe including Australia.

What is As I Am known for?

As I Am is known for combining natural botanical ingredients with proven scientific actives to create products that address the real needs of curly, coily and natural hair. The brand is particularly celebrated for their deep conditioning products, co-washes and styling formulas that prioritise moisture, strength and definition without compromising on ingredient integrity.

What curl types are they formulated for?

As I Am formulates primarily for natural, curly and coily hair types, making their products especially well suited to Type 3 and Type 4 curl patterns. However, many of their lighter formulas also work beautifully for wavy hair types looking for gentle cleansing and moisture-focused care.

Who founded As I Am and why?

As I Am was founded by Dr. Ali N. Syed, a hair scientist and cosmetic chemist with decades of experience in the professional hair care industry. Dr. Syed founded the brand with a clear and purposeful mission, to create high-quality, scientifically formulated hair care products specifically designed for the unique needs of textured and natural hair. At the time of the brand's founding, the market was severely lacking in products that truly understood and catered to the biology of curly and coily hair.

When were they founded?

As I Am was founded in 2010, entering the natural hair care market at a pivotal moment when the natural hair movement was gaining significant momentum across the United States and beyond.

Most popular products

As I Am has several hero products that have become community favourites worldwide. Their Double Butter Cream is a long-standing favourite for defining and moisturising thicker curl types.

Are they vegan, cruelty-free or organic?

As I Am is a cruelty-free brand and does not test their products on animals. While not all products in their range are certified vegan, the brand is committed to formulating with natural and botanical ingredients wherever possible.

Are the products sulphate-free, silicone-free or curly girl method approved?

Many of As I Am's products are sulphate-free and formulated to be gentle on natural hair. Their co-wash and several of their conditioning products are widely considered compatible with the Curly Girl Method, though it is always recommended to check individual product ingredient lists as formulations can vary across their range.

Shop As I Am at Curly Life

As I Am is available at Curly Life, Australia's home for expert-curated curl care. Whether you are just starting your natural hair journey or looking to add a trusted staple to your existing routine, the As I Am range delivers consistent, science-backed results for curly and coily hair. Shop the full As I Am collection at Curly Life and experience the difference that the right products make.