Replenish the look of your curly hair, with the As I Am Born Curly Curl Defining Jelly Soft Hold. The lightweight formula absorbs fast, avoiding the risk of any heavy, sticky build-up being left behind. Achieve the look of long-lasting definition, as the luxurious jelly helps to promote natural curl formation, encouraging optimum volume & bounce. Versatile & smooth, the jelly helps to detangle & minimise the appearance of frizz, while also reducing the chance of flaking. A boost of Argan Oil drenches your tresses in moisture, locking it in for long-lasting, touchable softness. ...

Purify your tresses with the As I Am Born Curly Curly Avocado Shea Cowash Shampoo. The non-foaming formula offers a deep & thorough cleansing experience, without leaving locks stripped of natural, essential oils. Ideal for natural curls, especially hair types 3 & 4, as the shampoo helps to promote the look of enhanced volume & bounce. Deeply hydrating, the shampoo coats your curly hair in moisture, locking it in for long-lasting, touchable softness. The replenishing formula works to promote better manageability & shine, offering the crowning glory you truly deserve. ...

Refresh & revitalise curly or coiled hair textures with As I Am Cleansing Pudding Moisturizing Cleanser; a lightweight formula that eliminates impurities & product build-up without stripping moisture. Blended with natural Saw Palmetto, Tangerine & Vegetable Glycerin, the rejuvenating shampoo soothes & comforts the scalp, whilst removing excess sebum & promoting healthy hair growth. Expect deeply moisturised, hydrated hair from root to tip. Sulphate-free. ...

Specifically developed for coiled or extremely tight styles, the As I Am Coca Shea Whip Styling Cream delivers lightweight hold, superior frizz control & increased manageability. Enriched with moisturising Shea Butter, Coconut Oil & Shikakai Extract, the luxurious cream conditions, hydrates & nourishes, whilst enhancing shine & softening strands from root to tip. Ideal for twists, knots & braids, you can expect smooth, redefined hair without flaking, build-up or greasy residue. ...

As I Am Coconut Co Wash Cleansing Conditioner 454g is a no suds conditioning cream that is designed to be used on curly & coiled hair, working to gently cleanse the hair & scalp without stripping away vital moisture. Due to its enrichment with powerful natural ingredients, the product also encourages natural, healthy hair growth. This revitalising product features an effective blend of tangerine, coconut oil & castor oil, three ingredients that help to make your hair look luscious while also leaving it very easy to manage. It will also leave your hair smelling great, thanks to the combination of ingredients. Ideal for African hair types, its revitalising treatment promotes the growth of healthy hair, & also works to eliminate product build-up & any unwanted impurities that have been left hanging around in your hair. This product is safe to use on colour-treated hair. It is used just like a conventional shampoo. After you have massaged it into your scalp, use a wide-tooth comb to detangle your hair, before rinsing as usual. It is suitable for daily use. ...

Catering specifically for curly or tightly coiled hair, the As I Am Coil Defining Jelly delivers long-lasting hydration & superior frizz control. Infused with Aloe Vera, Vitamin E & extracts of Amla & Shikakai, the lightweight jelly replenishes & revitalises locks, whilst enhancing shine & restoring softness from root to tip. Curls & coils are reactivated with increased manageability. ...

Refresh & revitalise curly or coiled hair textures with As I Am Curl Clarity Shampoo; a lightweight formula that cleanses the hair & scalp without stripping natural moisture. Utilising Coconut, Amla & Tangerine, the rejuvenating shampoo gently eliminates impurities & product build-up, whilst combating dry, dull hair & increasing manageability for luscious, healthy-looking locks. Expect clean, calm hair that is easier to style. Sulphate-free. Safe for colour-treated hair. ...

Treat your locks to As I Am's Curling Jelly Coil & Curl Definer; a frizz-fighting formula enriched with natural ingredients to hydrate, moisturise & improve manageability. Fortified with Aloe Vera, Sugar Beet Root & Vitamin E, the lightweight jelly replenishes & revitalises tightly coiled & curly hair textures, whilst reducing shrinkage to reveal luscious locks with ultimate body & bounce. Controls frizz & locks in moisture for natural, re-defined curls. ...

Take control of naturally curly or coiled hair types with the As I Am Detangling Conditioner; a lightweight, leave-in formula that promises to eliminate knots & tangles. Enriched with a nourishing blend of Shea Butter, Coconut Oil & Royal Jelly (a natural substance collected from queen honey bees), the conditioner delivers intense moisture & hydration, whilst improving manageability to prepare hair for styling. Helps to strengthen & repair weak, damaged strands, revealing calm, healthy hair from root to tip. ...

Treat coiled & curly hair to As I Am's Double Butter™ Daily Moisturizer Cream; a rich emollient that blends natural Cocoa & Shea Butters to soften & smoothen from root to tip. Infused with organic Jojoba & Castor Oils, the lightweight, ultra-hydrating treatment enhances shine & improves manageability, whilst strengthening Wheat Protein & Pro-Vitamin B5 (Panthenol) work to repair split ends. Expect nourished, revitalised locks with ultimate bounce. ...