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As I Am

Enjoy the As I Am array of conditioners, hair masks, leave in conditioners and much more. Make sure you add a sale alert so that you never miss product discounts and deals.

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As I Am

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With so many questions unanswered about the correct hair care products and treatments to use for women of colour, Doctor Ali N. Syed decided it was time to start a revolution: As I Am. Designed to target women with naturally coiled and curly hair textures, As I Am gets to the root of many women's problem: 'What products can I use to care for my hair?'

 

As I Am was born in 2010 and has since grown to become a haven for those who seek expert styling and conditioning treatments. After years of intense research and finding out what women really want, the creators behind As I Am decided to focus on formulas that are robust enough to do the job but gentle enough to care for your hair. That's why they stripped away additives and toxins such as mineral oil, sulphates and silicones and used healthier, natural ingredients that are proven to work exceptionally.

 

Take control of your coiled tresses once and for all with help from a brand that knows what they're talking about.

  • Shea Moisture claim to be cruelty-free, but what does that mean?"
    Shea Moisture do not test on animals, nor do they have any third parties (such as suppliers) conduct animal testing on their behalf, making them 100% cruelty-free.
  • Are there Parabens in Shea Moisture formulations?
    The majority of Shea Moisture products do not contain Parabens. Use our filter options to find the products that do not contain Parabens.
  • Do Shea Moisture adhere to Fair Trade standards?
    They strive to use fair trade and sustainable ingredients whenever possible.
  • I am trying to avoid products containing silicone. Should I buy from Shea Moisture?
    Many of their products are silicone-free and can be found by using the filters on this page.
  • If I want alcohol-free products, should I buy from Shea Moisture?"
    When possible, they create products that are alcohol-free.
  • Do their products contain phthalates?
    Shea Moisture does have some phthalates-free products, which you can find by narrowing your search with our filters.
  • Will i find Sulphates in the product ingredients list?
    Many of their products are not sulphate free but a few are. If you wish to shop for products without this ingredient please use our filters or alternatively browse our sulphate-free products page.
  • Do they use any mineral oil in their formulas?
    When possible, they use mineral oil-free ingredients.

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