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.