As I Am

As I Am is an American brand launched in the early 2010s for textured hair — wavy, curly and coily patterns — with a range covering cleansing, conditioning, styling and scalp care. Its best-known product is a coconut-based cleansing conditioner used for co-washing, the practice of cleansing with a conditioning product instead of a traditional shampoo.

The line leans on humectants and emollients such as glycerin, plant oils and butters to help coily hair retain moisture, since natural scalp oils travel down a tightly coiled strand less easily than a straight one. Scalp products in the range address flaking and dryness, and there are curl-defining gels and creams for styling.

Scalp skin follows the same rules as facial skin: it can be sensitised by fragrance and by heavy build-up, and co-washing suits some people while others need periodic clarifying. Persistent flaking, itching or hair loss is a medical concern — see a dermatologist rather than working through more products.