As I Am is a U.S. curl-care brand founded by master chemist Dr. Ali N. Syed (of Avlon Industries), created to support natural curls, coils, and waves with science-backed formulas.
It’s best known for staples like the Coconut CoWash cleansing conditioner, plus ranges for dry/itchy scalp, length retention (Long & Luxe), and more.
The lineup includes co-washes, shampoos, conditioners, leave-ins, masks, oils, and stylers designed for everyday moisture, definition, and scalp comfort.
The brand also states it is cruelty-free, and many of its products are positioned as vegan