US haircare brand As I Am has announced its launch into the UK. Founded by Dr. Ali N. Syed, a haircare chemist and entrepreneur, As I Am offers a range of luxurious and affordable products specifically catered towards women with naturally curly, coily and kinky hair types. Products are infused with natural ingredients such as coconut oil, shea butter, royal jelly and natural botanical extracts to gently and effectively cleanse the hair, while injecting moisture. There are 15 products available in the range including cleansers, conditioners, styling products and daily moisturising products.

As I Am products will be sold in select retail stores across the nation and online at beautybay.com from June. 

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As I Am in 'beauty, fragrance, grooming & health'