Unlock Stronger, Healthier Hair with As I Am

Nourish, Strengthen, and Soothe Your Natural Curls

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Inspired by traditional black rice water, this line promotes hair growth, prevents loss, and fights breakage with sub-micron technology for deeper penetration.

As I Am delivers clean, vegan formulas for all curl types. The Rice Water line boosts strength and moisture, while Dry & Itchy soothes irritation – all with sustainable, cruelty-free innovation.

Key Products and What They Do Well:

  • Micellar Shampoo: Gently cleanses while nourishing; strengthens hair, reduces breakage, supports growth. Strengthens up to 124%.
  • Conditioner: Deeply hydrates, improves elasticity, enhances shine and manageability. Moisturizes up to 26%.
  • Spray: Locks in moisture, eases detangling (up to 51% improvement), refreshes daily.
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What do the products do?
  • Shampoo: Cleanses/moisturizes scalp, eases detangling (up to 52%), promotes defined curls.
  • Conditioner: Hydrates hair/scalp, reduces breakage, improves manageability. Increases moisture by 13%.
  • Co-Wash: Gently cleanses without stripping, soothes irritation, hydrates for flake-free results.
  • Oil Treatment: Treats infections, stimulates growth, moisturizes; up to 100% flake-free.
  • Leave-In Conditioner: Prevents flaking, adds moisture pre-styling, eases combing.
  • Relieves itch, flaking, redness; combats dandruff/seborrheic dermatitis.
  • Hydrates scalp/hair, reduces oiliness, strengthens to prevent loss. Improves detangling by 49%.
  • Cooling sensation from peppermint for instant relief; promotes growth and health.