🇺🇸As I Am
Budget FriendlyUS curly hair brand founded in 2011 by Dr. Ali N. Syed — a Pakistani refugee turned chemist with 45 patents and one of the world's leading experts on textured hair. Dr. Syed previously founded Avlon Industries (makers of KeraCare and Affirm), but launched As I Am after years of listening to women with naturally coily and curly hair ask for products that were clean, effective, and built around their specific texture needs. The result is a family-owned, POC-led brand that is vegan, cruelty-free, sulphate-free, silicone-free, and paraben-free across most of its range. The brand is organised into distinct collections — Bond, Rosemary, Rice Water, Classic (Coconut), Jamaican Black Castor Oil (JBCO), Long & Luxe, Dry & Itchy Scalp Care, and Born Curly for kids — each targeting a specific hair concern using scientifically backed, food-grade ingredients. Products are formulated in-house at the As I Am lab in the US and are made with decomposable packaging. Available in the UK via the brand's own EU site (asiameurope.co.uk) and specialist retailers. Budget-friendly price points make this one of the most accessible CGM-compatible ranges on the UK market.
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Products listed
Independent
Ownership
🇺🇸 US
Country of origin
Products
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Bond Conditioner
Strengthening rinse-out conditioner for damaged or breakage-prone curls
From £6.99
Bond Leave In Conditioner
Bond-repair leave-in that strengthens and hydrates between wash days
From £6.29
Bond Hair Mask
Intensive weekly repair mask for seriously damaged curls
From £8.36
Bond Repair Hair Oil
Finishing oil that seals in Bond system results
Bond Water
Award-winning bond-infused hair water for daily strength and hydration
Bond Shampoo
Bond-repairing shampoo that strengthens while it cleanses
From £6.99
Born Curly Leave-In Conditioner
Kids' leave-in that detangles gently without fuss
From £9.95
Born Curly Curl Defining Jelly
Kids' styling jelly for gentle curl definition without crunchiness
Born Curly Shampoo
Gentle kids' shampoo for curly, coily, and sensitive hair
Double Butter Cream
Rich butter cream for deep moisture — not CGM-approved
From £10.95
Classic Co-Wash
One of the original CGM co-washes — coconut oil and shea butter
From £12.10
Leave-In Conditioner
The original As I Am leave-in — lightweight, protein-free, versatile
From £8.80
Curling Jelly
Moisturising curl-defining jelly for soft, bouncy definition
From £8.95
Curl Clarity Shampoo
Clarifying shampoo that removes buildup while retaining moisture
Dry & Itchy Scalp Care Leave-In Conditioner
Leave-in that extends scalp relief throughout the day — clinically shown to boost moisture by 71%
Dry & Itchy Scalp Care Shampoo
Targeted shampoo for dry, flaky, or sensitive scalps
Dry & Itchy Scalp Care Conditioner
Medicated rinse-out conditioner that soothes, detangles and fights dandruff
Dry & Itchy Scalp Care Oil Treatment
Medicated scalp oil with 1.8% Salicylic Acid for dandruff and seborrhoeic dermatitis
Dry & Itchy Scalp Care Co-Wash
Medicated co-wash that cleanses and soothes dry, flaky scalps without stripping
From £14.80
Jamaican Black Castor Oil Co-Wash
JBCO-enriched co-wash for moisture-rich cleansing
From £9.90
Jamaican Black Castor Oil Conditioner
Rinse-out JBCO conditioner — clinically shown to reduce breakage by 90%
Jamaican Black Castor Oil Shampoo
Sulphate-free JBCO shampoo with Ceramides — cleanses without stripping
Jamaican Black Castor Oil Moisturising Masque
Intensive JBCO deep conditioning masque for parched curls
From £8.21
Jamaican Black Castor Oil Water
JBCO-infused hair water for daily moisture and scalp nourishment
From £7.42
Jamaican Black Castor Oil Leave-In Conditioner
Rich JBCO leave-in for moisture, strength, and detangling
From £7.46
Jamaican Black Castor Oil Curling Creme
Defining JBCO curl cream for long-lasting hold without flaking or crunch
From £9.90
Jamaican Black Castor Oil Smoothie
Frizz-fighting JBCO styling cream for smooth, shiny, defined curls
From £14.80
Long & Luxe Scalp Serum
Dropper serum that rejuvenates the scalp for longer, stronger hair — clinically shown to boost scalp moisture by 61%
Long & Luxe Strengthening Shampoo
Sulphate-free shampoo for length retention and breakage prevention
From £12.95
Long & Luxe Strengthening Conditioner
Strengthening rinse-out conditioner to support length retention
From £14.80
Long & Luxe GroYogurt
Protein-rich leave-in with Yogurt and Pomegranate — clinically shown to increase scalp hydration by 54%
From £8.80
Long & Luxe GroWash
Co-wash that cleanses and conditions while supporting length retention
From £14.80
Rice Water Spray
Leave-in spray that delivers Rice Water actives daily without rinsing
From £14.30
Rice Water Shampoo
Growth-focused shampoo with Forbidden Black Rice Water and Biotin
From £11.00
Rice Water Conditioner
Strengthening rinse-out conditioner with Forbidden Black Rice Water
From £12.10
Rosemary Water
Lightweight rosemary-infused leave-in water for daily scalp treatment
From £13.20
Rosemary Oil
Concentrated scalp-penetrating Rosemary Oil for density and shine
From £13.20
Rosemary Conditioner
Skincare-inspired conditioner for scalp health and curl hydration
From £8.40
Rosemary Leave-In Conditioner
Leave-in that extends the Rosemary system's growth actives between washes
Rosemary Shampoo
Scalp-first shampoo with 10% Rosemary Oil and clinical hair-density data
From £8.40
Rosemary Edge Control
Scalp-nourishing edge control with rosemary growth actives
Rosemary Mousse
Styling mousse that defines curls while treating the scalp
From £8.80