Among the growing numbers of women who asked him personally about products for their hair, and who also frequently contacted him via email, there was an unmistakable and definite nuance. The products of potential interest were desired as much for what they were made of as what they could do for hair. Exploration into the desires and needs of this emerging consumer group, led him and the marketing team to spend lots of time on the specialty websites and blogs, reading every word and carefully viewing numerous online do-it-yourself videos.
Without hesitation, he and his highly experienced team of R&D chemists enthusiastically began to formulate and provide them samples of products, from cleansers… to moisturizers… to curl definers. It was a wonderful thing. But, not so fast! It took no less than a dozen professional hair care chemists, (several with Ph.D.’s), at least 10 professional hairstylists; countless happy “testers” among employees and the community at large; hundreds of research & development hours and hundreds of thousands of investment dollars to make the vision a reality.
It was all so worth it, because it culminated in the birth of a wonderful array of products, aptly brand-named “As I Am”.For starters, the line consists of 11 wonderfully formulated products designed specifically for tightly coiled and curly hair; each with an impressive ingredient listing that includes many of nature’s finest organic ingredients. As I Am is a separate and distinct enterprise, which markets unique and exclusively-formulated products.
More than just a return to natural in terms of the hair texture, women were also adopting a healthier, more natural approach to personal care overall. Products containing more organics were demanded, and there remained little tolerance for ingredients and styling processes that would damage or otherwise harm their hair. The vision began to emerge. Yes, there was an undeniable trend. Celebrating one’s own natural hair texture was now a lifestyle for many. Even among an increasing number of employees at Avlon, women began to embrace their natural tightly-coiled textures. Fortunately for them, they were able to provide face-to-face feedback to Dr. Syed for products that would moisturize and define their curl patterns.
“We want to give our customers, who primarily care for and style their own hair at home, the time and specialized attention they deserve. At the same time, our mission is to provide the very best products, education and customer service to each and every person who buys from us.”
As I Am is officially sold in retailers worldwide and through this website.
As I Am is 100% owned and operated by the Syed Family and is 100% Self Funded thanks to our loyal customers.
Thanks to you, we are able to stay independent and focus on the research & development of curly hair products.
We are not looking for investment or looking to raise capital.
We manufacture our own products at our Melrose Park, IL headquarters and do not offer private label services.
Sustainability
At As I Am, we care about the earth. Our goal is to achieve net zero carbon emissions by 2030. We are currently working on reducing our plastic consumption and improving reuse. Most of our products are Vegan, Cruelty Free, Fragrance Free, Paraben Free, PEG Free, Phthalate Free, & Talc Free. We mainly use recyclable packaging. All deliveries are carbon neutral.
As I Am Europe
As I Am® understands the needs of natural hair. No matter where you are on your journey, you will find our collections offer quality products that provide uncompromising performance. Our driving principle is ‘The Science of Haircare’ and we are amongst the industry’s original innovators, with 39 years of experience creating iconic products for textured and African Descent hair. As I Am delivers an exceptional haircare experience.