{"title":"As I Am UK","description":"\u003cp\u003eOur full range of as i am, curated for curly, coily and wavy hair. Free 24-hour UK delivery on orders over £25.\u003c\/p\u003e","products":[{"product_id":"as-i-am-curling-jelly-8-ounce-define-curls-wash-and-go","title":"As I Am Curling Jelly, 8 Ounce – Define Curls \u0026 Wash-and-Go","description":"\u003cdiv\u003e\n  \u003cp\u003eAs I Am Curling Jelly is a lightweight styling gel designed to define curls while preserving a soft, flexible feel. The 8 oz jar fits easily into your routine and travels well for on-the-go styling.\u003c\/p\u003e\n  \u003ch2\u003eWhat to expect\u003c\/h2\u003e\n  \u003cp\u003eIn controlled testing, curls can retain their shape even when humidity rises, helping to tame frizz and maintain a shiny finish throughout the day. The jelly delivers a pliable hold that keeps curl patterns intact without heavy stiffness.\u003c\/p\u003e\n  \u003cul\u003e\n    \u003cli\u003e72% curl retention after 5 hours in high humidity.\u003c\/li\u003e\n    \u003cli\u003eShiny, frizz-free curls with a natural, not crunchy look.\u003c\/li\u003e\n    \u003cli\u003eEnhanced stretch and reduced shrinkage for a longer-looking silhouette.\u003c\/li\u003e\n    \u003cli\u003ePerfect for wash-and-go styling and quick morning routines.\u003c\/li\u003e\n  \u003c\/ul\u003e\n  \u003ch3\u003eHow to use\u003c\/h3\u003e\n  \u003cul\u003e\n    \u003cli\u003eApply to damp hair, distributing evenly from roots to ends.\u003c\/li\u003e\n    \u003cli\u003eScrunch or finger-coil to encourage curl formation, then air-dry or diffuse.\u003c\/li\u003e\n  \u003c\/ul\u003e\n  \u003ch3\u003eTips for best results\u003c\/h3\u003e\n  \u003cul\u003e\n    \u003cli\u003eUse a small amount to avoid build-up; you can layer if you need more definition.\u003c\/li\u003e\n    \u003cli\u003ePair with a lightweight leave-in conditioner for added slip and bounce.\u003c\/li\u003e\n  \u003c\/ul\u003e\n  \u003cp\u003eIndividual results may vary based on hair texture and environmental conditions, but many users report a flexible, defined finish suitable for daily styling. Consider this jelly as a possible element in a routine geared toward easy, practical wash-and-go curls.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003csection class=\"product-faq-snippet\"\u003e\u003ch3\u003eFAQ\u003c\/h3\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: What is As I Am Curling Jelly best for?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Ideal for defining curls, providing shine and frizz control in wash-and-go routines.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"faq-item\"\u003e\n\u003cp class=\"faq-q\"\u003eQ: How should I use As I Am Curling Jelly for best results?\u003c\/p\u003e\n\u003cp class=\"faq-a\"\u003eA: Apply to damp hair, distribute evenly, then air-dry or diffuse for flexible curls.\u003c\/p\u003e\n\u003c\/div\u003e\u003c\/section\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58496922419532,"sku":"B007IVW5M0","price":23.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/as-i-am-curling-jelly-jar-close-up-defined-wash-and-go-curls.jpg?v=1787270245"},{"product_id":"as-i-am-cleansing-pudding-co-wash-moisturising-cleanser-for-curly-coily-kinky-hair-8-oz","title":"As I Am Cleansing Pudding Co-Wash \u0026 Moisturising Cleanser for Curly, Coily \u0026 Kinky Hair 8 oz","description":"\u003cp\u003eCleansing Pudding has the thickness of a heavy conditioner rather than the pour of a shampoo.\u003c\/p\u003e\n\u003cp\u003eThat texture is doing a job. It spreads through dense hair without running off the section, so the cleanser stays where you put it.\u003c\/p\u003e\n\u003cp\u003eIt is a co-wash, sulfate-free, and aimed at the textures that go dry fastest. It lifts sweat, oil and light product off the scalp while leaving the hair's own oils in place, and there is enough slip in it to work knots out with your fingers under the water.\u003c\/p\u003e\n\u003cp\u003eThe 8 oz size is the one to buy first if you have never co-washed, or the one to travel with once you have.\u003c\/p\u003e\n\u003cp\u003eMade for 3b through 4c hair. If your scalp gets oily quickly you will still want a clarifying shampoo somewhere in the rotation.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506744627532,"sku":"asiam24173","price":7.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/Cleansing-Pudding-760x760-1.jpg?v=1787332355"},{"product_id":"as-i-am-curl-clarity-shampoo-deep-cleanse-for-natural-curls-8-oz","title":"As I Am Curl Clarity Shampoo Deep Cleanse for Natural Curls 8 oz","description":"\u003cp\u003eCurls that have stopped behaving are usually not damaged, just coated. Gels, creams, oils and hard water leave a film that builds up over weeks, and the symptom is curls hanging limp and refusing to clump no matter what you put on them.\u003c\/p\u003e\n\u003cp\u003eCurl Clarity is the reset. It cuts through that build-up properly, which a co-wash simply cannot do, but it is formulated for curly and coily hair, so it does not leave the creaking, stripped feeling a general clarifying shampoo does.\u003c\/p\u003e\n\u003cp\u003eUse it when the hair asks for it rather than on a schedule. For most people that lands every three or four weeks, sooner if you use a lot of gel or live somewhere with hard water. Follow it with a deep conditioner, because clarified curls will drink whatever you give them.\u003c\/p\u003e\n\u003cp\u003eSold in an 8 oz bottle, and aimed across the 2a to 3c range.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506744725836,"sku":"asiam24174","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/curl-shampoo.jpg?v=1787332356"},{"product_id":"as-i-am-twist-defining-cream-frizz-free-coils-twists-for-curly-coily-hair-8-oz","title":"As I Am Twist Defining Cream Frizz-Free Coils \u0026 Twists for Curly \u0026 Coily Hair 8 oz","description":"\u003cp\u003eTwist-outs live or die on what you put in before you twist. Too light and the twist unravels; too heavy and the hair dries flat and greasy. A defining cream is the middle setting, and this is As I Am's.\u003c\/p\u003e\u003cp\u003eIt is thick enough to hold a twist or a braid in place while it dries and moisturising enough that the hair does not go brittle overnight in the style. When you take the twists down, the sections stay separated and elongated instead of shrinking straight back up, and the finish is soft to the touch rather than set. Frizz stays down through the day, which is what makes a two-day-old braid-out still wearable.\u003c\/p\u003e\u003cp\u003eApply to damp, sectioned hair, smooth from root to end so the whole length is coated, then twist, braid or coil and leave it to dry fully. The 8 oz jar is the smaller of the two sizes it comes in.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506744889676,"sku":"asiam24179","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/tdc-8oz.jpg?v=1787332356"},{"product_id":"as-i-am-long-luxe-conditioner-12-oz","title":"As I Am Long \u0026 Luxe Conditioner 12 oz","description":"\u003cp\u003eLong \u0026amp; Luxe is the As I Am line aimed at length, which in practice means keeping the hair you already have. Less breakage, fewer snapped ends, more comfortable roots.\u003c\/p\u003e\u003cp\u003eThe conditioner is the rinse-out step. It is made for textured hair, so it carries enough weight to soften coily and curly lengths, but it rinses clean rather than leaving residue that builds up over a few washes. The scalp feels settled afterwards rather than tight.\u003c\/p\u003e\u003cp\u003eApply after cleansing, work through the lengths, then rinse. The 12 oz bottle covers a normal run of wash days.\u003c\/p\u003e\u003cp\u003eBest if your routine is low-manipulation and you want each wash to hold its result for longer.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506744856908,"sku":"asiam24164","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/as-i-am-con.jpg?v=1787332355"},{"product_id":"as-i-am-leave-in-conditioner-for-hydration-detangling-natural-curls-coils-8-oz","title":"As I Am Leave-In Conditioner for Hydration \u0026 Detangling Natural Curls \u0026 Coils 8 oz","description":"\u003cp\u003eAs I Am sells this as the first step of the routine rather than the last, and that ordering is the whole idea. Straight after cleansing, on soaking wet hair, before anything else touches it.\u003c\/p\u003e\u003cp\u003eUsed that way it does three things at once. It saturates the strand while it is still open from the wash, so the moisture actually stays in. It gives enough slip to detangle without a fight, which is where most breakage happens. And it leaves hair soft and pliable, so whatever cream or gel comes next spreads evenly instead of dragging.\u003c\/p\u003e\u003cp\u003eIt is light for a leave-in, so curls keep their volume and coils do not end up coated. Frizz stays down and the curl pattern reads more clearly once dry.\u003c\/p\u003e\u003cp\u003eThe 8 oz bottle suits type 2 and type 3 hair. Denser textures may want a heavier leave-in layered over the top.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506744824140,"sku":"asiam24182","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/Leave-In-8-oz.jpg?v=1787332355"},{"product_id":"as-i-am-hydration-elation-intense-deep-conditioner-for-natural-hair-8-oz","title":"As I Am Hydration Elation Intense Deep Conditioner for Natural Hair 8 oz","description":"\u003cp\u003eHydration Elation is the deep conditioner in the As I Am range, and it is the step that rescues a wash day rather than maintaining one. Curls, coils and waves that have gone dry, dull and brittle get a concentrated dose of moisture in a single sitting.\u003c\/p\u003e\u003cp\u003eIt is thick, so use it after shampoo on wet hair and give it time. Ten minutes under a shower cap does more than two minutes in a rush, and with heat it does more again. Hair comes out soft, with more give and noticeably better definition once it dries.\u003c\/p\u003e\u003cp\u003eWeekly is enough for most textures. The 8 oz jar goes further than it looks, because on saturated hair the product spreads much more easily than it does on dry. Best for thirsty, breakage-prone type 2 and type 3 hair.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506744922444,"sku":"asiam24172","price":11.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/hydration-elation.jpg?v=1787332355"},{"product_id":"as-i-am-coconut-cowash-hydrating-cleansing-for-curly-hair-16-oz","title":"As I Am Coconut Cowash Hydrating \u0026 Cleansing for Curly Hair 16 oz","description":"\u003cp\u003eThe 16 oz size exists because people get through Coconut Cowash fast. Co-washing uses more product than shampooing does, and dense or long hair can empty the smaller size inside a month.\u003c\/p\u003e\n\u003cp\u003eThe formula is unchanged. A coconut oil based cleansing conditioner for curly, coily and wavy hair that reacts badly to sulfates.\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003eCleans the scalp without stripping the hair's own oils\u003c\/li\u003e\n\u003cli\u003eCoconut oil goes into the strand rather than coating it\u003c\/li\u003e\n\u003cli\u003eEnough slip to detangle in the shower\u003c\/li\u003e\n\u003cli\u003eKeeps elasticity, so hair stretches instead of snapping\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eWorth pairing with a clarifying wash every few weeks. Co-wash is gentle by design, and gentle means residue accumulates eventually, especially if you use oils or heavy creams between washes.\u003c\/p\u003e\n\u003cp\u003eCovers 2a through 3b textures and holds up well on thicker hair that needs a lot of product per wash.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506744955212,"sku":"asiam24177","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/coconut-cowash.jpg?v=1787332356"},{"product_id":"as-i-am-doublebutter-cream-intense-moisture-curl-definition-for-natural-hair-16-oz","title":"As I Am DoubleButter Cream Intense Moisture \u0026 Curl Definition for Natural Hair 16 oz","description":"\u003cp\u003eSixteen ounces is the restock size. If you have already worked through a smaller jar of DoubleButter and know it suits your hair, this is the one that stops you buying it every six weeks. The cream itself is a heavy moisturiser that doubles as a deep conditioner. Left on under a cap it softens the hair properly. Used on damp hair as a styler it defines coils and keeps them soft. Elasticity is the marker to watch, since hair that stretches without snapping is hair that keeps its length.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDeep moisture for curly, coily and kinky textures\u003c\/li\u003e\n\u003cli\u003eDefinition with softness rather than hold\u003c\/li\u003e\n\u003cli\u003eSupports elasticity, so fewer strands break during styling\u003c\/li\u003e\n\u003cli\u003eBig jar for long, dense or thirsty hair\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eUse it as a wash day styler on damp, sectioned hair, or apply it thickly, cover the hair and give it time to soften before rinsing.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506745053516,"sku":"asiam24180","price":22.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/double-butter-cream.jpg?v=1787332356"},{"product_id":"as-i-am-cocoshea-whip-intense-moisture-styling-for-natural-hair-8-oz","title":"As I Am CocoShea Whip Intense Moisture \u0026 Styling for Natural Hair 8 oz","description":"\u003cp\u003eWhip is the accurate word. It is aerated, so an 8 oz jar goes further than the same weight of a dense butter, and it spreads over a section without you having to press it in. Coconut oil and shea butter again, but concentrated into a styling cream rather than a spray. This is the one for wash day, when the goal is definition with real moisture behind it: curls that hold their shape and still feel soft two days later.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eRich moisture that lasts past the first day\u003c\/li\u003e\n\u003cli\u003eDefines curls, coils and afro textures\u003c\/li\u003e\n\u003cli\u003eShine without a greasy surface\u003c\/li\u003e\n\u003cli\u003eWhipped texture, so a small scoop covers a section\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eTake a scoop, warm it between your palms, then smooth it through damp hair section by section and shape the curl however you want it. Air dry or diffuse. It is aimed at type 3B through 4C hair that goes dry and brittle without a heavy cream in the routine.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506745184588,"sku":"asiam24171","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/cocoshea-whip.jpg?v=1787332355"},{"product_id":"as-i-am-moisture-milk-deeply-hydrates-and-softens-for-natural-curls-coils-8-oz","title":"As I Am Moisture Milk deeply hydrates and softens for natural curls \u0026 coils 8 oz","description":"\u003cp\u003eMilk sits at the light end of the As I Am moisture range, below the whip and well below the double butter.\u003c\/p\u003e\u003cp\u003eIt pours, spreads fast and does not need warming between your palms, which makes it the practical daily option for anyone who moisturises in a hurry.\u003c\/p\u003e\u003cp\u003eIt groups curls rather than holding them, and that is the useful distinction. The pattern comes together, stray strands join the clump beside them, and frizz drops away without the hair going stiff or crunchy. On dry hair it works as a refresher. On damp hair it works as a styling base under a gel.\u003c\/p\u003e\u003cp\u003eSmooth it through in sections, either on its own or as the first layer of a wash day routine. The 8 oz bottle suits waves through to looser coils, type 2A to 3C, and anyone whose hair collapses under a heavier cream.\u003c\/p\u003e\u003cp\u003eThere is a caveat, and it is the honest one for any light product. On very dry hair a milk needs reapplying, which is a trade rather than a fault. If you find yourself topping it up twice a day, the whip or the double butter is the better buy.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506745282892,"sku":"asiam24181","price":11.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/moisture-milk-as-i-am.jpg?v=1787332356"},{"product_id":"as-i-am-dry-itchy-scalp-care-conditioner-12-oz","title":"As I Am Dry \u0026 Itchy Scalp Care Conditioner 12 oz","description":"\u003cp\u003eThe rinse-out conditioner in the Dry and Itchy Scalp Care range, in a 12 oz bottle. It goes on after the shampoo, does its work while you finish in the shower, and comes out again.\u003c\/p\u003e\u003cp\u003eWhat it brings is slip. The texture spreads evenly from the roots down through the lengths, so hair separates under your fingers instead of clumping, and the combing that follows costs you less than it would otherwise. It is built for textured hair that wants comfort at the scalp without weight in the hair, and it holds that balance rather than trading one for the other.\u003c\/p\u003e\u003cp\u003eOn a wash day where the scalp has been dry and tight all week, this is the step that settles it down. Curly, coily and wavy textures all sit within what it was made for.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506960961868,"sku":"AsIA1832","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/As_I_Am_Dry_Itchy_Scalp_Care_Conditioner_12_oz.jpg?v=1787333649"},{"product_id":"as-i-am-long-luxe-scalp-serum-2-oz","title":"As I Am Long \u0026 Luxe Scalp Serum 2 oz","description":"\u003cp\u003eScalp products for textured hair usually come as oils, and oils are not always what a scalp wants. A serum is lighter, sinks in faster, and does not leave the roots looking wet, which is the whole reason As I Am made this a 2 oz serum rather than another bottle of grease.\u003c\/p\u003e\u003cp\u003eIt is built for wash-day comfort more than anything. The tight, itchy scalp that shows up a few days after washing, particularly under a low-manipulation style, is the thing it is answering.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eCalms the feel of a dry, tight scalp between washes\u003c\/li\u003e\n\u003cli\u003eReduces the look of dry flaking around the parts\u003c\/li\u003e\n\u003cli\u003eLight texture, so roots keep their volume\u003c\/li\u003e\n\u003cli\u003eFits low-manipulation routines where you cannot rewash often\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eApply it directly to the scalp along the parts, not to the hair, and massage briefly. It sits alongside the rest of the Long \u0026amp; Luxe range but works perfectly well on its own. Suits wavy, curly and coily hair, including type 2 and type 3 textures that go oily at the roots and dry at the ends.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506961420620,"sku":"AsIA1837","price":11.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/scalp-serum.jpg?v=1787333652"},{"product_id":"as-i-am-dry-itchy-scalp-care-leave-in-conditioner-8-oz","title":"As I Am Dry \u0026 Itchy Scalp Care Leave-In Conditioner 8 oz","description":"\u003cp\u003eA leave-in earns its keep between washes rather than during them. This one comes from the As I Am Dry and Itchy Scalp Care range and stays in the hair after everything else has rinsed away, which is why the weight of it matters so much.\u003c\/p\u003e\u003cp\u003eIt is light. That is the design brief for the whole range, comfort at the scalp without heaviness in the hair. It spreads evenly from root to lengths, so detangling stays controlled and less punishing on fragile strands.\u003c\/p\u003e\u003cp\u003eWhere it fits:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eAfter washing, on damp hair, before you style\u003c\/li\u003e\n\u003cli\u003eOn day three, to bring dryness down without a full rewash\u003c\/li\u003e\n\u003cli\u003eThrough the week when a scalp is starting to feel tight\u003c\/li\u003e\n\u003cli\u003eInside low-manipulation routines where you handle hair as little as possible\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e8 oz. Made for curly, coily and wavy textures, and light enough that it will not pull a looser pattern flat.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506961453388,"sku":"AsIA1839","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/As_I_Am_Dry_Itchy_Scalp_Care_Leave-In_Conditioner_8_oz.jpg?v=1787333651"},{"product_id":"as-i-am-long-luxe-groyogurt-leave-in-conditioner-8-oz","title":"As I Am Long \u0026 Luxe GroYogurt Leave-in Conditioner 8 oz","description":"\u003cp\u003eGroYogurt is named for the texture, which is worth knowing before you buy. It is a thick, whipped leave-in rather than a lotion or a spray, closer to a yogurt than to a cream, and it behaves differently on the hand and on the hair.\u003c\/p\u003e\u003cp\u003eThat density is useful on textured hair. A small amount spreads across a whole section, coats the strand properly and stays put, so damp hair holds its moisture through to the next wash rather than going dry overnight.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eLeave-in for coily, curly and wavy hair\u003c\/li\u003e\n\u003cli\u003eThick enough to define without a separate styler on softer patterns\u003c\/li\u003e\n\u003cli\u003eSits without heavy residue, so roots stay comfortable\u003c\/li\u003e\n\u003cli\u003e8 oz jar, and a little goes a long way\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eApply to damp hair in sections, smooth down each length, then style or leave it. Part of the Long \u0026amp; Luxe line, which is built around keeping the length you have.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506962043212,"sku":"AsIA18310","price":7.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/groyogurt.jpg?v=1787333655"},{"product_id":"as-i-am-long-luxe-curl-enhancing-smoothie-16-oz","title":"As I Am Long \u0026 Luxe Curl Enhancing Smoothie 16 oz","description":"\u003cp\u003eA smoothie is thicker than a milk and lighter than a butter, which puts it in the range where it can be used generously without the hair going limp. As I Am's Long \u0026amp; Luxe version is the styling member of that range, sitting alongside the conditioner and the GroHair oil.\u003c\/p\u003e\u003cp\u003eThe job it does is moisture plus shape. Curls come out softer and better separated, the hair stays manageable through the week rather than only on wash day, and restyling mid-week takes less correcting. That consistency is the part that matters if you are trying to hold on to length, since hair that stays soft gets handled less roughly and breaks less.\u003c\/p\u003e\u003cp\u003eAt 16 oz it is a working size rather than a trial one. Apply to damp hair section by section, smooth through the lengths, then shape and let it dry or diffuse it. Layer it under a gel if you want firmer definition.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506962731340,"sku":"AsIA18311","price":13.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/as-i-am-long-luxe-curl-enhancing-smoothie.webp?v=1787333655"},{"product_id":"as-i-am-long-luxe-strengthening-shampoo-12-oz","title":"As I Am Long \u0026 Luxe Strengthening Shampoo 12 oz","description":"\u003cp\u003eLong and Luxe is As I Am's length retention line, and the honest version of what that means is worth stating. Hair does not get longer because a product makes it grow. It gets longer because less of it breaks off along the way, and a strengthening shampoo is the first step in that.\u003c\/p\u003e\n\u003cp\u003eThis is the cleanser in the range, a 12 oz bottle sized for regular use. It washes the scalp properly and leaves the lengths strong enough to handle detangling and styling without snapping at the ends.\u003c\/p\u003e\n\u003cp\u003eThe rest of the line sits behind it. A conditioner, a scalp serum and the GroHair oil, all pointed at the same outcome, which is keeping the hair you already have.\u003c\/p\u003e\n\u003cp\u003eFor 2a through 3c textures in low-manipulation routines, where the whole approach is handling the hair less and losing less of it.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506963878220,"sku":"AsIA1838","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/long-luxe-shampoo.jpg?v=1787333657"},{"product_id":"as-i-am-long-luxe-groedges-edge-controller-4-oz","title":"As I Am Long \u0026 Luxe GroEdges Edge Controller 4 oz","description":"\u003cp\u003eEdge work should not leave the hairline coated in product. GroEdges is an edge controller aimed at textured, curly, coily and wavy routines that want control without heavy residue sitting on the roots.\u003c\/p\u003e\n\u003cp\u003eThe formula is built around scalp balance and day-to-day ease rather than maximum hold, which is why it sits well in low-manipulation routines. Used steadily, it helps keep partings smoother, roots looking cleaner and hair easier to detangle between wash days.\u003c\/p\u003e\n\u003ch3\u003eWhat it does\u003c\/h3\u003e\n\u003cul\u003e\n\u003cli\u003eControls edges without leaving heavy residue\u003c\/li\u003e\n\u003cli\u003eKeeps partings smoother and roots looking cleaner\u003c\/li\u003e\n\u003cli\u003eSupports easier sectioning and detangling after washing\u003c\/li\u003e\n\u003cli\u003eFits low-manipulation and protective styling routines\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eHow to use it\u003c\/h3\u003e\n\u003cp\u003eUse consistently as directed, alongside the cleansing and conditioning steps already in your routine. Consistency matters more than quantity here; a steady application pattern does more for scalp comfort and manageability than a heavy hand on any single day.\u003c\/p\u003e\n\u003cp\u003eSuits textured, curly, coily and wavy hair, and works best in routines built around low manipulation. 4 oz.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506964107596,"sku":"AsIA1835","price":6.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/GrowedgePackagingfront.png?v=1787333658"},{"product_id":"as-i-am-long-luxe-growash-cleansing-creme-conditioner-16-oz","title":"As I Am Long \u0026 Luxe Growash Cleansing Creme Conditioner 16 oz","description":"\u003cp\u003eGrowash is a cleansing conditioner, which puts it in the co-wash category rather than the shampoo one. There is no lather. You work it through wet hair, it lifts oil and light build-up, and it conditions while it does it.\u003c\/p\u003e\u003cp\u003eFor textured hair that is often the better trade. A foaming shampoo cleans harder but takes the moisture with it, and coily hair rarely has moisture to spare. A cream cleanser leaves the strand softer, keeps the curl pattern intact and cuts the detangling stage down considerably.\u003c\/p\u003e\u003cp\u003eIt will not replace a clarifying wash forever. Every few weeks a proper shampoo is still worth doing to clear anything that has accumulated. Between those, this is the gentler weekly option.\u003c\/p\u003e\u003cp\u003eThe 16 oz bottle is the sensible size, because a co-wash gets used generously. Part of the Long \u0026amp; Luxe line, which is built around holding on to length.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506964435276,"sku":"AsIA1836","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/As-I-Am-LongLuxe-Growash.png?v=1787333661"},{"product_id":"as-i-am-dry-itchy-scalp-care-cowash-16-oz","title":"As I Am Dry \u0026 Itchy Scalp Care CoWash 16 oz","description":"\u003cp\u003eCo-washing means washing with conditioner instead of shampoo. Shampoo is not the only way to get hair clean. For textured hair that dries out fast, it is a way of getting hair clean without the strip, and it is the difference between a wash day that leaves hair soft and one that leaves it squeaking.\u003c\/p\u003e\u003cp\u003eThis is the co-wash from the As I Am Dry and Itchy Scalp Care range, so the scalp comes first in the design. It cleanses gently, keeps the moisture balance where you want it, and spreads evenly from root to lengths, which is what makes the detangling that follows less of a fight. It works for curly, coily and wavy hair.\u003c\/p\u003e\u003cp\u003e16 oz, and it fits the routines it was built for. A wash-day reset, ordinary maintenance between deep treatments, and the transitional weeks when protective styles, weather or build-up have left the scalp uncomfortable.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506964697420,"sku":"AsIA1831","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/dry-itchy-cowash.jpg?v=1787333663"},{"product_id":"as-i-am-dry-itchy-scalp-care-shampoo-12-oz","title":"As I Am Dry \u0026 Itchy Scalp Care Shampoo 12 oz","description":"\u003cp\u003eSome people get on with co-washing and some want a proper lather. If you are in the second group, this is the shampoo version of the same idea. The Dry and Itchy Scalp Care formula, 12 oz, built to clean the scalp without leaving it tight afterwards.\u003c\/p\u003e\u003cp\u003eThat balance is the hard part. Anything strong enough to shift a week of product and sebum tends to take the moisture with it, and a dry scalp punishes you for that within a day. This is formulated the other way round. Gentle cleansing first, moisture balance held rather than sacrificed, so the flaking that comes from over-washing does not get worse every time you try to fix it.\u003c\/p\u003e\u003cp\u003eTwelve ounces is a working size rather than a bulk buy, which suits a shampoo you may be alternating with a co-wash rather than reaching for every wash.\u003c\/p\u003e\u003cp\u003eIt spreads evenly from roots through the lengths, which helps the detangling that comes afterwards. Made for curly, coily and wavy hair, and it slots into low-manipulation routines without forcing you to rebuild the rest of them.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506964730188,"sku":"AsIA1833","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/as-i-am-shampoo.webp?v=1787333663"},{"product_id":"as-i-am-dry-and-itchy-scalp-care-oil-treatment-4-oz","title":"As I Am Dry And Itchy Scalp Care Oil Treatment 4 oz","description":"\u003cp\u003eBetween washes is where a dry scalp gets uncomfortable, and it is where a bottle of oil does more than another wash would.\u003c\/p\u003e\u003cp\u003eThis is the 4 oz oil treatment from the As I Am Dry and Itchy Scalp Care range, and the smallest thing in it. Part the hair into sections, apply it to the scalp itself rather than to the hair, and massage it in with your fingertips. Done midweek it takes the tightness out without disturbing whatever style you are wearing.\u003c\/p\u003e\u003cp\u003eIt suits curly, coily and wavy hair, and it sits comfortably inside low-manipulation routines where you are trying to touch the hair as little as possible. Protective styles, cold weather and product build-up all leave a scalp wanting something, and this is a much smaller intervention than starting a wash day over from the beginning.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506964828492,"sku":"AsIA1834","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/dry-itchy-oil.jpg?v=1787333664"},{"product_id":"as-i-am-jamaican-black-castor-oil-curling-creme-8-oz","title":"As I Am Jamaican Black Castor Oil Curling Creme 8 oz","description":"\u003cp\u003eJamaican black castor oil is thick, and a creme is the sensible way to carry it.\u003c\/p\u003e\u003cp\u003eThat is essentially what this is: an 8 oz curling creme aimed at curly, coily and wavy hair that needs definition and slip in the same step, without the residue a heavier butter leaves on the surface. It suits low-manipulation routines, where you style once and then leave the hair alone for several days rather than redoing it every morning.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eSoftens and adds slip, so detangling takes less time\u003c\/li\u003e\n\u003cli\u003eDefines curls and coils without a stiff finish\u003c\/li\u003e\n\u003cli\u003eKeeps the hair manageable between wash days\u003c\/li\u003e\n\u003cli\u003eWorks as a wash-day styler or a mid-week refresher\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eUsed consistently it makes the styling outcome more predictable, which is the real benefit of a dependable creme. Apply to damp hair in sections, work it through to the ends, then shape and dry.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506967122252,"sku":"IAMRESTORE001","price":11.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/as-i-am-jamaican-black-castor-oil-curling-creme.jpg?v=1787333709"},{"product_id":"as-i-am-jamaican-black-castor-oil-cowash-16-oz","title":"As I Am Jamaican Black Castor Oil Cowash 16 oz","description":"\u003cp\u003eJamaican black castor oil is thicker and darker than the pressed kind, and it has been a fixture in textured hair routines for generations. Putting it into a co-wash gets it onto the hair during the wash, where there is water to work with, rather than layering another oil on afterwards.\u003c\/p\u003e\n\u003cp\u003eThis is a cleansing conditioner. No sulfate, no big lather, and no heavy residue left behind, which is the thing to watch with castor oil in a rinse-out product. It cleans the scalp, softens the lengths, and leaves enough slip to detangle before you are out of the shower.\u003c\/p\u003e\n\u003cp\u003eSixteen ounces is the working size for anyone co-washing regularly, which is most people who buy this once.\u003c\/p\u003e\n\u003cp\u003eMade for 3b through 4c hair that needs moisture more than it needs cleaning.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506967253324,"sku":"IAMRESTORE006","price":11.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/jbco-cowash.jpg?v=1787333709"},{"product_id":"as-i-am-jamaican-black-castor-oil-leave-in-conditioner-8-oz","title":"As I Am Jamaican Black Castor Oil Leave-In Conditioner 8 oz","description":"\u003cp\u003eThe leave-in version of the Jamaican black castor oil line is the one that carries a routine between washes. It goes on damp hair after conditioning and stays there, which is how the moisture survives past day one.\u003c\/p\u003e\u003cp\u003eCastor oil is dense, so the formula is richer than most leave-ins. On coily and tightly curled hair that is an advantage: it holds definition, keeps the ends from going rough and does not need reapplying every morning. On looser curls, use it sparingly.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eLeave-in moisture for coily, curly and wavy textures\u003c\/li\u003e\n\u003cli\u003eRich enough to hold a style without residue building up\u003c\/li\u003e\n\u003cli\u003eAdds slip for detangling on damp hair\u003c\/li\u003e\n\u003cli\u003eFits low-manipulation routines and protective styles\u003c\/li\u003e\n\u003cli\u003e8 oz bottle\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eApply to damp hair in sections, rake through with fingers, then style. Best for type 3b to type 4c hair that dries out fast.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506968727884,"sku":"IAMRESTORE005","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/leave-in-jbco.jpg?v=1787333718"},{"product_id":"as-i-am-jamaican-black-castor-oil-conditioner-12-oz","title":"As I Am Jamaican Black Castor Oil Conditioner 12 oz","description":"\u003cp\u003eJamaican black castor oil is thicker and darker than the pressed kind, roasted before pressing, and it has a long-standing place in textured hair routines for one reason: it coats the strand and stays there. As I Am builds a rinse-out conditioner around it.\u003c\/p\u003e\u003cp\u003eThe result is heavier than a standard conditioner without being greasy. On coily, curly and wavy hair it adds slip for detangling, softens rough lengths and leaves a finish that holds through styling rather than fading by the afternoon.\u003c\/p\u003e\u003cp\u003eUse it after cleansing, through the lengths and ends, and rinse. It suits low-manipulation routines, where the aim is for each wash day to hold as long as possible before the next.\u003c\/p\u003e\u003cp\u003eThe 12 oz bottle is a practical size for hair dense enough to need a generous handful every time.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506969481548,"sku":"IAMRESTORE002","price":10.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/jbco-con.jpg?v=1787333722"},{"product_id":"as-i-am-jamaican-black-castor-oil-shampoo-12-oz","title":"As I Am Jamaican Black Castor Oil Shampoo 12 oz","description":"\u003cp\u003eThe shampoo version of the same idea, for the wash days when a co-wash is not enough.\u003c\/p\u003e\n\u003cp\u003eJamaican black castor oil in a cleanser that actually lathers, so build-up, oil and sweat come off properly.\u003c\/p\u003e\n\u003cp\u003eThat matters more than it sounds if you use butters, gels or oils between washes. Co-washing alone leaves residue behind eventually, and residue is what stops moisture getting in at all. A shampoo like this one every few washes keeps the routine honest.\u003c\/p\u003e\n\u003cp\u003eIt cleans without going scorched earth on the hair's own oils, so tightly coiled textures do not come out of the shower squeaking, and there is enough conditioning in the formula to keep detangling manageable afterwards.\u003c\/p\u003e\n\u003cp\u003e12 oz bottle. Works as the clarifying step alongside the matching cowash, or as the main cleanser if your scalp runs oily.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506970497356,"sku":"IAMRESTORE003","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/jbco-shampoo.jpg?v=1787333724"},{"product_id":"as-i-am-cocoshea-spray-moisturising-detangling-for-curly-coily-hair-4-oz","title":"As I Am CocoShea Spray Moisturising \u0026 Detangling for Curly \u0026 Coily Hair 4 oz","description":"\u003cp\u003eShea butter in a spray is a small technical trick. Butter is heavy and does not atomise, so getting it out of a nozzle in a form light enough for daily use takes doing, and it is the reason this 4 oz bottle exists alongside the whip and the cream.\u003c\/p\u003e\u003cp\u003eWhat it gives you is a light coat of moisture you can put on without committing to a full styling session. Coconut oil and shea between them soften, cut frizz and put shine back on a curl that has gone dull, and the spray format means fine hair does not end up flat.\u003c\/p\u003e\u003cp\u003eMist it over dry or damp hair, scrunch it in, and go. It is the midweek bottle for curly and coily hair, type 3B through 4C, and it works as a light detangler on a second-day comb-out too.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58506979311948,"sku":"ASSPRY001","price":11.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/cocoshea-spray.jpg?v=1787333896"},{"product_id":"as-i-am-jamaican-black-castor-oil-water-16-oz","title":"As I Am Jamaican Black Castor Oil Water 16 oz","description":"\u003cp\u003eThe name is doing something specific. A castor oil water is a thinned delivery of an oil that is normally far too heavy to apply directly, which means the castor oil reaches the scalp and the lengths without the weight or the residue that comes with the neat version.\u003c\/p\u003e\u003cp\u003eAs I Am built this one to be used often rather than sparingly. It goes on the scalp between washes when things feel dry and tight, and through the lengths on styling day when hair wants slip but not grease. At 16 oz there is enough in the bottle to actually use it that way instead of rationing it.\u003c\/p\u003e\u003cp\u003eBecause the texture is light, it layers. Put it down before a leave-in on damp hair, or work it into a dry scalp under braids and twists where a heavy oil would only build up.\u003c\/p\u003e\u003cp\u003eBest for type 3b through 4c textures that want what Jamaican black castor oil does without the thickness. 16 oz.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507003625804,"sku":"ASIMW01","price":7.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/as_i_am_jbco_water_237ml.jpg?v=1787334080"},{"product_id":"as-i-am-twist-defining-cream-for-hydrated-defined-curls-twists-16-oz","title":"As I Am Twist Defining Cream for Hydrated, Defined Curls \u0026 Twists 16 oz","description":"\u003cp\u003eThe 16 oz tub is the one to buy if twist-outs are your normal routine rather than a weekend thing. A full head of twists on dense, coily hair goes through cream quickly, and the smaller jar disappears in a few wash days.\u003c\/p\u003e\u003cp\u003eSame formula either way. It is a rich styling cream for coily and curly textures, thick enough to hold a twist or a flat twist while it dries, and moisturising enough that the hair is not fighting dryness from inside the style.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDefines twists, coils and wash-and-gos with lasting separation\u003c\/li\u003e\n\u003cli\u003eKeeps moisture in the hair through several days of wear\u003c\/li\u003e\n\u003cli\u003eControls frizz, so a take-down still looks intentional on day three\u003c\/li\u003e\n\u003cli\u003eLeaves the hair soft and supple rather than coated\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eSection damp hair, coat each section root to end, then twist and dry completely before taking it down. Rushing the drying is the single most common reason a twist-out comes out fluffy instead of defined.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507146330444,"sku":"AATDC16OZ","price":17.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/as-i-am-twist-defining-cream.jpg?v=1787335127"},{"product_id":"as-i-am-curling-jelly-define-defrizz-curls-for-natural-hair-16-oz","title":"As I Am Curling Jelly Define \u0026 Defrizz Curls for Natural Hair 16 oz","description":"\u003cp\u003eA jelly sits between a gel and a cream in thickness, and that is what makes it a sensible base for a wash-and-go. You get the hold of a gel and the slip of a cream in one step, which is one fewer product to layer.\u003c\/p\u003e\u003cp\u003eAs I Am's version is built for definition that lasts. It clumps curls from root to tip, keeps its shape as the hair dries, and does not flake or leave a crunchy shell you have to scrunch out afterwards. Frizz control holds up through the day and the finish carries a natural shine rather than a coated gloss. It is moisturising enough to use as the only styler on hair that is not especially dry.\u003c\/p\u003e\u003cp\u003eThe 16 oz tub is the size you want if wash-and-gos are your default rather than an occasional thing.\u003c\/p\u003e\u003cp\u003eApply to soaking wet hair in sections, smooth through, then scrunch and leave it alone while it dries.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507146625356,"sku":"AACJ16OZ","price":17.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/As-I-Am-Curling-Jelly_28d4c12c-7097-4dfb-8b7a-87f19ba97659.jpg?v=1787335127"},{"product_id":"as-i-am-rice-water-conditioner-strengthening-hydrating-for-curly-coily-wavy-hair-8-oz","title":"As I Am Rice Water Conditioner Strengthening \u0026 Hydrating for Curly, Coily \u0026 Wavy Hair 8 oz","description":"\u003cp\u003eRice water has been in hair routines for centuries, and fermented rice water is what As I Am has built this conditioner on. The interest in it is about strength: amino acids and vitamins that leave the strand less likely to snap under a comb.\u003c\/p\u003e\u003cp\u003eThat matters more than it sounds. Most people lose length at the ends rather than failing to grow it, so anything that cuts breakage shows up as hair that stays longer.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eStrengthens the strand and reduces breakage\u003c\/li\u003e\n\u003cli\u003eImproves elasticity, so hair stretches instead of splitting\u003c\/li\u003e\n\u003cli\u003eHydrates dry, dull curls and coils\u003c\/li\u003e\n\u003cli\u003eAdds slip for detangling after a wash\u003c\/li\u003e\n\u003cli\u003e8 oz bottle\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eUse it after shampoo, through the lengths, and leave it a few minutes before rinsing. Suits curly, coily and wavy hair, and it is a sensible pick if your ends have started looking thin and wispy.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507194073420,"sku":"AIARWCON8OZ","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/rice-conditioner.jpg?v=1787335506"},{"product_id":"as-i-am-born-curly-nourishing-hair-and-body-oil-deeply-hydrating-gentle-for-kids-120-ml-4-06-oz","title":"As I Am Born Curly Nourishing Hair And Body Oil Deeply Hydrating \u0026 Gentle for Kids 120 ml\/4.06 oz","description":"\u003cp\u003eOne bottle for hair and skin is a practical thing to own when you are getting a small child through a bath and into bed. This oil does both, and it is formulated for infants and toddlers, so it is gentle enough for skin that reacts to most things.\u003c\/p\u003e\n\u003cp\u003eOn hair it hydrates and helps the curl pattern show, sealing moisture into strands that dry out quickly. On skin it behaves as a light moisturiser rather than a heavy barrier. The texture is the reason it manages both: lightweight, non greasy, and it absorbs rather than sitting on the surface waiting to transfer onto pyjamas.\u003c\/p\u003e\n\u003cp\u003eA few drops is enough for a small head. Warm it in your palms first, work it through damp hair, and use whatever is left on arms and legs.\u003c\/p\u003e\n\u003cp\u003e120 ml \/ 4.06 oz.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507194106188,"sku":"AIABCOIL4OZ","price":5.99,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/asiam-oil.jpg?v=1787335506"},{"product_id":"as-i-am-rice-water-shampoo-strengthens-promotes-growth-for-natural-hair-8-oz","title":"As I Am Rice Water Shampoo Strengthens \u0026 Promotes Growth for Natural Hair 8 oz","description":"\u003cp\u003eRice water has a long history in hair care and a simple mechanism behind it. The proteins and amino acids in it bind to the hair surface, which makes the strand temporarily stronger and less likely to snap under tension. As I Am ferment theirs, which is the traditional method.\u003c\/p\u003e\n\u003cp\u003eThe practical effect is fewer strands left in the comb. Hair that resists breakage keeps its length, and that is the honest version of what a strengthening shampoo can do for you. Nothing here changes how fast hair grows out of the scalp, whatever the shelf talk says.\u003c\/p\u003e\n\u003cp\u003eIt is a gentle cleanser rather than a clarifier, so the wash itself does not undo the point by stripping the hair dry. Shine returns because the cuticle sits flatter, and the 8 oz bottle covers a couple of months of regular washing.\u003c\/p\u003e\n\u003cp\u003eBest for 2a through 3c hair that feels weak, snaps at the mid-lengths, or has been through colour and heat.\u003c\/p\u003e\n\u003cp\u003eOne note on protein. If your hair already feels stiff and straw-like, it needs moisture rather than more protein, so alternate this with a moisturising wash instead of using it every time.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507194171724,"sku":"AIARWSH8OZ","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/rice-shampoo.jpg?v=1787335506"},{"product_id":"as-i-am-jamaican-black-castor-oil-smoothie-16-oz","title":"As I Am Jamaican Black Castor Oil Smoothie 16 oz","description":"\u003cp\u003eA smoothie sits between a curl cream and a butter. Thicker than a leave-in, softer than a pomade, and easy to spread through wet hair in sections. That texture is what makes it a one-product wash day for a lot of people.\u003c\/p\u003e\u003cp\u003eThis one is built on Jamaican black castor oil and it is aimed at textured, curly and coily routines that need dependable moisture without residue building up over the week. Used consistently it keeps hair softer, cuts down the roughness that leads to snagging, and makes styling outcomes more predictable, which matters more over a month than any single dramatic result.\u003c\/p\u003e\u003cp\u003eThe 16 oz tub is a working size rather than a trial one, so it suits anyone styling several times a week, or anyone doing two heads of hair out of the same jar. Best on type 3b through 4c.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507194204492,"sku":"AIASM16OZ","price":11.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/jbco-smoothie.jpg?v=1787335507"},{"product_id":"as-i-am-coconut-cowash-cleansing-moisturizing-for-curly-coily-hair-8-oz","title":"As I Am Coconut Cowash Cleansing \u0026 Moisturizing for Curly, Coily Hair 8 oz","description":"\u003cp\u003eCoconut Cowash is the product that put As I Am on most people's shelves.\u003c\/p\u003e\n\u003cp\u003eIt is still the reference point for the category, a conditioner that cleans, built for hair a foaming shampoo dries out within a single wash.\u003c\/p\u003e\n\u003cp\u003eCoconut oil is the base. It is one of the few oils small enough to go into the hair shaft rather than sit on top of it, which is why the hair feels conditioned from the inside rather than coated afterwards. The formula lifts sweat, dust and light styling product off the scalp and leaves the natural oils alone.\u003c\/p\u003e\n\u003cp\u003eThe 8 oz size is where to start. Use it in place of shampoo on most wash days and keep a clarifying shampoo for every fourth or fifth one.\u003c\/p\u003e\n\u003cp\u003eSuits curly, coily and wavy hair that goes straw-dry after a normal shampoo.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507194237260,"sku":"asiam8oz","price":5.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/coconut-cowash-8-oz.webp?v=1787335507"},{"product_id":"as-i-am-smoothing-gel-frizz-control-definition-for-natural-hair-8-oz","title":"As I Am Smoothing Gel Frizz Control \u0026 Definition for Natural Hair 8 oz","description":"\u003cp\u003eSleek is harder than defined. Definition forgives a stray hair, a laid bun does not.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eLocks out humidity, so a smooth style stays smooth\u003c\/li\u003e\n\u003cli\u003eShapes and holds curl and coil patterns cleanly\u003c\/li\u003e\n\u003cli\u003eFlexible hold, with no crunch and no white flaking\u003c\/li\u003e\n\u003cli\u003eLeaves a healthy sheen rather than a wet-look shine\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eAs I Am's Smoothing Gel is aimed at exactly that job. It is light for a gel, so the natural texture still shows through rather than being flattened out, and it works equally for laid edges, a sleek bun or a defined wash-and-go depending on how much you use and how you dry it.\u003c\/p\u003e\u003cp\u003eApply to damp hair, smooth in the direction you want the hair to sit, and brush the hairline if you are going for a polished finish. Let it dry undisturbed. Eight ounces is a reasonable working size for someone who slicks their hair back more than once a week.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507194335564,"sku":"AIASG8OZ","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/smoothing-gel.webp?v=1787335509"},{"product_id":"as-i-am-rice-water-strengthens-promotes-growth-for-all-hair-types-16-oz","title":"As I Am Rice Water Strengthens \u0026 Promotes Growth for All Hair Types 16 oz","description":"\u003cp\u003eRice water has been used on hair across East and South East Asia for a very long time, and the modern version of it is fermented, which is what As I Am has bottled here.\u003c\/p\u003e\u003cp\u003eThe useful part is the amino acid and vitamin content. Those reinforce the strand, so hair that snaps easily at the ends holds together better, and that is what keeps length on the head over months rather than any effect on growth. It also smooths the cuticle, so detangling takes less pulling and the hair reflects more light.\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eFortifies the strand and cuts breakage and split ends\u003c\/li\u003e\n\u003cli\u003eMakes detangling easier by smoothing the cuticle\u003c\/li\u003e\n\u003cli\u003eAdds shine and everyday manageability\u003c\/li\u003e\n\u003cli\u003eSuits all hair types, curly and textured hair included\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eSixteen ounces is a lot of product, which is fair for something meant to be used regularly rather than occasionally. Work it through clean, damp hair and follow with your usual styler.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507194532172,"sku":"AIARICEW16OZ","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/rice-water.jpg?v=1787335511"},{"product_id":"as-i-am-born-curly-aloe-shampoo-wash-gentle-cleansing-hydration-for-kids-8-oz","title":"As I Am Born Curly Aloe Shampoo \u0026 Wash Gentle Cleansing \u0026 Hydration for Kids 8 oz","description":"\u003cp\u003eA hair and body wash for children, which is the sensible format when the child in question will not stand still for two products.\u003c\/p\u003e\n\u003cp\u003eAloe vera does the conditioning work. It is light, it holds water, and it does not leave the greasy film a butter-heavy children's product can leave on fine curls. The formula is tear-free and mild enough for skin as well as hair, so bath time becomes one bottle and one negotiation instead of three.\u003c\/p\u003e\n\u003cp\u003eDetangling is the real win. Curls come out of the bath with enough slip to get a wide-tooth comb through, which is where most of the crying happens otherwise.\u003c\/p\u003e\n\u003cp\u003eMade for children with 2a through 3b curls. The 8 oz bottle is part of the Born Curly line, so it pairs with the rest of that range.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507194696012,"sku":"AIABCWASH8OZ","price":8.99,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/BC-Shampoo.jpg?v=1787335511"},{"product_id":"as-i-am-born-curly-curl-defining-jelly-to-define-curls-for-kids-8-oz","title":"As I Am Born Curly Curl Defining Jelly to Define Curls for Kids 8 oz","description":"\u003cp\u003eDefinition without stiffness is the whole ask with children's curls. They will not sit still for a long routine, they will not tolerate crunchy hair, and anything that flakes gets picked at. A jelly answers all three.\u003c\/p\u003e\n\u003cp\u003eThis one defines and enhances the natural curl pattern, holds frizz down through humid days, and keeps curls looking bouncy rather than glued. It hydrates while it styles, using natural ingredients in a gentle formula, so the curls stay soft and there is no heavy or greasy residue left behind.\u003c\/p\u003e\n\u003cp\u003eWork it through damp hair in sections and scrunch. Let it dry naturally if you can, since children rarely have the patience for a diffuser.\u003c\/p\u003e\n\u003cp\u003e8 oz, and it suits loose 2a waves through to 3b curls, where the pattern is there but needs encouragement to show.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507194925388,"sku":"AIAJELLY8OZ","price":8.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/BC-Jelly.webp?v=1787335515"},{"product_id":"as-i-am-rosemary-styling-mousse-define-volumise-curls-for-natural-hair-8-oz","title":"As I Am Rosemary Styling Mousse Define \u0026 Volumise Curls for Natural Hair 8 oz","description":"\u003cp\u003eMousse earns its place in a curly routine when it gives definition without the cast. This one from As I Am sets curls into their own pattern and stays flexible as it dries, so you get bounce instead of a helmet.\u003c\/p\u003e\n\u003cp\u003eRosemary leaf extract runs through the formula alongside saw palmetto and pomegranate fruit extracts. Glycerin and panthenol handle the moisture side, biotin and vitamin E sit in the mix, and a maltodextrin copolymer does the holding. The texture is light, so finer curls keep their lift at the root.\u003c\/p\u003e\n\u003ch3\u003eWhat it does\u003c\/h3\u003e\n\u003cul\u003e\n\u003cli\u003eDefines the curl pattern you already have and holds it as hair dries\u003c\/li\u003e\n\u003cli\u003eGives flexible, crunch free hold rather than a stiff cast\u003c\/li\u003e\n\u003cli\u003eControls frizz through the day\u003c\/li\u003e\n\u003cli\u003eAdds volume and shine without weighing curls down\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eHow to use it\u003c\/h3\u003e\n\u003cp\u003eApply generously to clean, wet hair and work it evenly from root to tip so every section is coated. Scrunch upwards with your hands to encourage the curls to clump. Diffuse on a low heat setting if you want more root lift, or leave it to air dry. Once dry, scrunch again to soften any hold that remains.\u003c\/p\u003e\n\u003cp\u003eSuits wavy, curly and coily hair. 8 oz bottle.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507230708044,"sku":"AIARMMOUS","price":11.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/Rosemary-Styling-Mousse.jpg?v=1787335941"},{"product_id":"as-i-am-rosemary-edge-control-for-strong-hold-healthy-edges-2-oz","title":"As I Am Rosemary Edge Control for Strong Hold \u0026 Healthy Edges 2 oz","description":"\u003cp\u003eLaid edges only look good if they stay put past the first hour. This 2 oz pot gives a firm hold for baby hairs and hairlines, and it holds through humidity without going white or crusty at the temples.\u003c\/p\u003e\n\u003cp\u003eThe base is a water and Ceteareth-25 gel, with glycerin and propylene glycol drawing in moisture so the hairline stays supple rather than brittle. Rosemary leaf oil, peppermint oil and biotin sit in the mix, and PEG-40 hydrogenated castor oil keeps the finish natural rather than greasy.\u003c\/p\u003e\n\u003ch3\u003eWhat it does\u003c\/h3\u003e\n\u003cul\u003e\n\u003cli\u003eHolds edges and baby hairs firmly through humidity and a full day of wear\u003c\/li\u003e\n\u003cli\u003eDries without flaking, so touch-ups do not leave white residue\u003c\/li\u003e\n\u003cli\u003eStays non-greasy, with a natural finish rather than a wet look shine\u003c\/li\u003e\n\u003cli\u003eSmooths frizz and flyaways along the hairline\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eHow to use it\u003c\/h3\u003e\n\u003cp\u003eStart with clean, dry edges. Pick up a small amount on a fingertip and smooth it on with your fingers, a fine-tooth comb or an edge brush, working in small sections until the baby hairs sit where you want them. Tie a silk scarf around your hairline for a few minutes to set, then style the rest of your hair as usual.\u003c\/p\u003e\n\u003cp\u003eWorks on every curl pattern, from loose waves to tight 4C coils. 2 oz jar, small enough to travel with.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507231527244,"sku":"AIARMEDGE","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/rOSEMARY-EDGE.jpg?v=1787335944"},{"product_id":"as-i-am-rosemary-shampoo-stimulating-scalp-strengthening-hair-for-curly-textured-hair-8-oz","title":"As I Am Rosemary Shampoo Stimulating Scalp \u0026 Strengthening Hair for Curly \u0026 Textured Hair 8 oz","description":"\u003cp\u003eWash day for textured hair is a balancing act. You need the residue gone without stripping the moisture your curls spent days holding onto. This rosemary shampoo from As I Am cleanses the scalp properly and still leaves curls soft enough to detangle.\u003c\/p\u003e\n\u003cp\u003eRosemary leaf oil sits at the centre, with peppermint and tea tree oil giving the scalp a cool tingle as you massage. Biotin and hydrolysed wheat protein work on the strand, while glycerin and panthenol draw moisture in so hair does not feel squeaky. It is sulfate free, so frequent washing will not leave curls parched.\u003c\/p\u003e\n\u003ch3\u003eWhat it does\u003c\/h3\u003e\n\u003cul\u003e\n\u003cli\u003eLifts product build-up and excess oil without stripping natural moisture\u003c\/li\u003e\n\u003cli\u003eLeaves the scalp clean and refreshed with peppermint and tea tree oil\u003c\/li\u003e\n\u003cli\u003eAdds protein support from biotin and hydrolysed wheat protein to help reduce breakage\u003c\/li\u003e\n\u003cli\u003eKeeps curls hydrated with glycerin and panthenol\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003ch3\u003eHow to use it\u003c\/h3\u003e\n\u003cp\u003eSaturate hair with warm water, then apply directly to the scalp and massage in circles with your fingertips. Work the lather down the lengths and rinse well. Repeat if you are carrying heavy build-up, then follow with the As I Am Rosemary Conditioner.\u003c\/p\u003e\n\u003cp\u003eSuits curly, coily and textured hair, from loose waves through to tight coils. 8 oz bottle.\u003c\/p\u003e","brand":"As I Am","offers":[{"title":"Default Title","offer_id":58507232543052,"sku":"AIARMSHAM","price":9.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0916\/7834\/3500\/files\/rosemary-shampoo.jpg?v=1787335946"}],"url":"https:\/\/zenvy-beauty.com\/collections\/as-i-am.oembed","provider":"Zenvy Beauty","version":"1.0","type":"link"}