As I Am Long & Luxe Strengthening Shampoo 12 oz
Long 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.
This 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.
The 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.
For 2a through 3c textures in low-manipulation routines, where the whole approach is handling the hair less and losing less of it.
Aqua/Water/Eau, Glycerin, Aloe Barbadensis Leaf Juice, Citric Acid, Sodium Benzoate, Potassium Sorbate
- 24-hour delivery
- Every brand we carry ships within 24 hours, not just the hero lines. Order before 2pm and it leaves the same working day.
- Free over £40
- UK delivery is free on orders over £40. Below that it is a flat rate, shown at checkout before you pay.
- Tracking
- You get a tracking link by email the moment it is picked up.
- 30 days
- Send anything unopened back within 30 days for a full refund. No explanation needed.
- Opened it and it is wrong for your hair?
- Tell us what happened. Curl products are hard to judge from a photo, and we would rather swap it than have you stuck with it.
- We price match
- Find it cheaper somewhere else and we will match the price.
Application tips
Rinse the hair under warm water for a good thirty seconds before the shampoo goes anywhere near it.
Apply at the scalp in sections and massage, then let the run off do the lengths as you rinse. Never scrub the ends directly. A second short lather is worth it after a week of heavy styling. Condition immediately afterwards, on wet hair.
Results
Build up lifts away and the scalp feels properly clean, but the lengths keep enough softness to comb.
Hair feels more resilient under tension rather than snapping at the first knot, and roots look less flat once dry. Over a run of washes the ends stay thicker for longer, which is what holding onto length actually looks like.
Composition
Full ingredients list
Aqua/Water/Eau, Glycerin, Aloe Barbadensis Leaf Juice, Citric Acid, Sodium Benzoate, Potassium Sorbate
