Collection: As I Am

As I Am is a beauty brand that makes products exclusively for curly and coily hair naturalistas.

In the words of As I Am, "We want to give our customers, who primarily care for and style their own hair at home, the time and specialised attention they deserve. At the same time, our mission is to provide the very best products, education and customer service to each and every person who buys from us."

34 products
  • AS I AM JBCO Water (16oz)
    AS I AM JBCO Water Product Bottle
    Regular price
    £7.99
    Sale price
    £7.99
    Regular price
    Unit price
    per 
  • AS I AM Dry and Itchy Scalp Care Olive and Tea Tree Oil Co-Wash (454g)
    AS I AM Dry and Itchy Scalp Care Olive and Tea Tree Oil Co-Wash Product
    Regular price
    £12.99
    Sale price
    £12.99
    Regular price
    Unit price
    per 
  • AS I AM JBCO Leave-In Conditioner (8oz)
    AS I AM JBCO Leave-In Conditioner Product
    Regular price
    £9.99
    Sale price
    £9.99
    Regular price
    Unit price
    per 
  • AS I AM So Much Moisture Hydrating Lotion (237ml)
    AS I AM So Much Moisture Hydrating Lotion Product Bottle
    Regular price
    £10.75
    Sale price
    £10.75
    Regular price
    Unit price
    per 
  • AS I AM Dry and Itchy Scalp Care Olive and Tea Tree Oil Shampoo (355ml)
    AS I AM Dry and Itchy Scalp Care Olive and Tea Tree Oil Shampoo Product Bottle
    Regular price
    £12.99
    Sale price
    £12.99
    Regular price
    Unit price
    per 
  • AS I AM JBCO Moisturising Masque (227g)
    AS I AM JBCO Moisturising Masque Product
    Regular price
    £11.99
    Sale price
    £11.99
    Regular price
    Unit price
    per 
  • AS I AM JBCO Conditioner (12oz)
    AS I AM JBCO Conditioner Product Bottle
    Regular price
    £11.50
    Sale price
    £11.50
    Regular price
    Unit price
    per 
  • AS I AM JBCO Shampoo (12oz)
    AS I AM JBCO Shampoo Product Bottle
    Regular price
    £11.50
    Sale price
    £11.50
    Regular price
    Unit price
    per 
  • AS I AM Dry and Itchy Scalp Care Olive and Tea Tree Oil Treatment (120ml)
    AS I AM Dry and Itchy Scalp Care Olive and Tea Tree Oil Treatment Product Bottle
    Regular price
    £12.99
    Sale price
    £12.99
    Regular price
    Unit price
    per 
  • AS I AM Leave-In Conditioner (237ml)
    AS I AM Leave-In Conditioner Product Bottle
    Regular price
    £8.00
    Sale price
    £8.00
    Regular price
    Unit price
    per 
  • AS I AM Long and Luxe Curl Enhancing Smoothie (454g)
    AS I AM Long and Luxe Curl Enhancing Smoothie Product
    Regular price
    £12.99
    Sale price
    £12.99
    Regular price
    Unit price
    per 
  • AS I AM Long and Luxe GroEdges Edge Controller (113g)
    AS I AM Long and Luxe GroEdges Edge Controller Product
    Regular price
    £9.99
    Sale price
    £9.99
    Regular price
    Unit price
    per 
  • AS I AM Hydration Elation Intensive Conditioner (227g)
    AS I AM Hydration Elation Intensive Conditioner Product
    Regular price
    £12.30
    Sale price
    £12.30
    Regular price
    Unit price
    per 
  • AS I AM Coconut Co Wash Curl Cleansing Conditioner (454g)
    AS I AM Coconut Co Wash Curl Cleansing Conditioner Product
    Regular price
    £9.99
    Sale price
    £9.99
    Regular price
    Unit price
    per 
  • AS I AM JBCO Curling Cream (8oz)
    AS I AM JBCO Curling Cream Product
    Regular price
    £11.99
    Sale price
    £11.99
    Regular price
    Unit price
    per 
  • AS I AM Smoothing Gel (227g)
    AS I AM Smoothing Gel Product
    Regular price
    £6.50
    Sale price
    £6.50
    Regular price
    Unit price
    per 
  • AS I AM JBCO Smoothie (8oz)
    AS I AM JBCO Smoothie Product
    Regular price
    £11.50
    Sale price
    £11.50
    Regular price
    Unit price
    per 
  • AS I AM Dry and Itchy Scalp Care Olive and Tea Tree Oil Leave in Conditioner (237ml)
    AS I AM Dry and Itchy Scalp Care Olive and Tea Tree Oil Leave in Conditioner Product Bottle
    Regular price
    £12.99
    Sale price
    £12.99
    Regular price
    Unit price
    per 
  • AS I AM Long and Luxe Strengthening Shampoo (355ml)
    AS I AM Long and Luxe Strengthening Shampoo Product Bottle
    Regular price
    £12.99
    Sale price
    £12.99
    Regular price
    Unit price
    per 
  • AS I AM JBCO CoWash (454g)
    AS I AM JBCO CoWash Product
    Regular price
    £9.99
    Sale price
    £9.99
    Regular price
    Unit price
    per 
  • AS I AM Long and Luxe GroYogurt Leave In Conditioner (237ml)
    AS I AM Long and Luxe GroYogurt Leave In Conditioner Product Bottle
    Regular price
    £11.99
    Sale price
    £11.99
    Regular price
    Unit price
    per 
  • AS I AM DoubleButter Daily Moisturiser Cream 227g
    AS I AM DoubleButter Daily Moisturiser Cream Product
    Regular price
    £11.99
    Sale price
    £11.99
    Regular price
    Unit price
    per 
  • AS I AM Long and Luxe Conditioner (355ml)
    AS I AM Long and Luxe Conditioner Product Bottle
    Regular price
    £12.99
    Sale price
    £12.99
    Regular price
    Unit price
    per 
  • AS I AM Curl Clarifying Shampoo (237ml)
    AS I AM Curl Clarifying Shampoo Product Bottle
    Regular price
    £9.20
    Sale price
    £9.20
    Regular price
    Unit price
    per