As I Am
As I Am is a family-owned, self-funded hair care manufacturer developing science-backed, clean-ingredient formulations for curly, coily, and textured hair. Founded in 2011, it distributes via DTC e-commerce and six major US retailers including Walmart, Target, and Amazon.
- Company typePrivate
- Founded2011
- HeadquartersMelrose Park, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What As I Am does
As I Am is a private, family-owned hair care manufacturer founded in 2011 by chemist Dr. Ali N. Syed, headquartered and producing in Melrose Park, Illinois. The company develops science-backed, clean-ingredient formulations (sulfate-free, silicone-free, vegan, cruelty-free) specifically for curly, coily, and textured hair (Types 3 and 4), a category historically underserved by mainstream brands. Its portfolio spans fourteen-plus collections, including the foundational Coconut (Classic) line, Rosemary, Jamaican Black Castor Oil, Bond Repair (built on a proprietary disulfide bond rebuilding complex), Onion Hair Growth, Rice Water (using sub-micron delivery technology), Curl Color, Hemp Seed Oil Bars, Dry & Itchy Scalp Care, Born Curly for children, Long & Luxe, and Pure Oils, plus supplements, accessories, and the 2026 launch of a Skincare line. Differentiated formulation assets include Bond Complex Technology, a 10% Rosemary Oil system clinically positioned against 2% Minoxidil, red onion juice with ceramides and isoquercetin, and per-collection clinical study documentation.
The business runs a dual-channel model: direct-to-consumer e-commerce via asiamnaturally.com with a Subscribe & Save subscription (5% off recurring orders), a Hair Quiz personalization funnel, and a Smile Rewards loyalty program; and broad retail distribution through Walmart, Target, Sally Beauty, Amazon, CVS, and Walgreens, supplemented by a wholesale program and global shipping. Marketing combines earned media placements (Vogue, Allure, Glamour, Harper's Bazaar, Byrdie, InStyle, Cosmopolitan, British Vogue, CNET), celebrity features (Victoria Monét, Normani, Ariana DeBose, Kerry Washington, Jasmine Goode), a TikTok Creator Challenge paying up to $7,500 per viral video, blog/tutorial content, and email. The company also monetizes educational IP through Dr. Syed's 262-page Curly Hair Book (published January 2023, $29.99 / $28.49 subscription).
As I Am is 100% owned and operated by the Syed Family and 100% self-funded through customer revenue, with no external capital raised and explicit statements that it is not seeking investment. Manufacturing is conducted in-house at the Melrose Park facility, providing full control over formulation and quality — an unusual vertical structure for a brand of this size. Pricing ranges from $3.99 (Bond Water travel size) to $70 (Beauty Sleep Pajama Set merch), with most SKUs priced between $8 and $20. The firmographic headcount of 1-10 reflects core corporate staff and does not capture the broader field, retail-channel, and contract workforce that supports national distribution.
As I Am firmographics
Firmographics- Name
- As I Am
- Legal name
- As I Am
- Website
- https://asiamnaturally.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- As I Am is a family-owned, self-funded hair care manufacturer developing science-backed, clean-ingredient formulations for curly, coily, and textured hair. Founded in 2011, it distributes via DTC e-commerce and six major US retailers including Walmart, Target, and Amazon.
- Ownership category
- akta.pro rank
As I Am industry classification
Industry- Product category
- Curly Hair Care Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Ethnic & Textured Haircare (CRABABAL)
- akta.pro secondary industries
- Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Shampoo & Scalp Cleansers (CRABABAA), Kids Haircare (Shampoo, Styling, Detanglers) (CRABAJAJ), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Conditioners & Hair Masks (CRABABAB), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where As I Am is headquartered
LocationHeadquarters
- HQ city
- Melrose Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
As I Am business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: As I Am generates revenue primarily through direct-to-consumer sales via their e-commerce website asiamnaturally.com. They offer a subscription model (Subscribe & Save) with 5% savings for recurring orders.
- Retail Distribution: Products are sold through major retail chains including Walmart, Target, Sally Beauty, Amazon, CVS, and Walgreens. The company maintains a wholesale program for additional retail partners.
- Curly Hair Book Sales: Dr. Ali Syed authored and sells a Curly Hair Book (Structure, Properties, & Care) published in January 2023, priced at $29.99 with subscription option at $28.49.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single products range from $3.99 to $70.00 |
| Subscription | Monthly | Subscription pricing offers 5% savings |
| One time/ perpetual license | Pay-as-you-go | Curly Hair Book by Dr. Ali Syed - $29.99 |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels7 records
As I Am product offering
Product offeringCore offering
As I Am manufactures and sells a comprehensive portfolio of science-backed personal care products formulated specifically for curly, coily, and textured hair types. The company develops and produces its own products at its Melrose Park, IL facility, offering distinct collections including the Coconut (Classic), Rosemary, Jamaican Black Castor Oil, Bond Repair, Onion Hair Growth, Rice Water, Curl Color, Born Curly, Dry & Itchy Scalp Care, Long & Luxe, Pure Oils, Hemp Seed Oil Bars, and a Skincare line, alongside standalone products such as the Curly Hair Book, Rice Water Hair Gummies, and accessories.
Product overview
As I Am is a family-owned, science-backed curly hair care brand founded in 2011 by Dr. Ali N. Syed. The company offers a comprehensive portfolio of hair care products organized into distinct collections: the foundational Coconut (Classic) Collection launched in 2011; the Rosemary Collection featuring an 8-product system with biotin, melatonin, and copper tripeptide; the Jamaican Black Castor Oil Collection; the Bond Repair Collection using advanced Bond Complex Technology; the Onion Hair Growth Collection with clinically studied ingredients; the Rice Water Collection inspired by Yao Women; the Curl Color Collection with 12+ temporary color shades; Hemp Seed Oil Bars; Dry & Itchy Scalp Care; Born Curly for children; Long & Luxe for hair growth; and a Pure Oils Collection. The brand expanded into Skincare in 2026 with Gentle Cleanser, Face Moisturizer, and Vitamin C Serum. Additional offerings include supplements (Rice Water Hair Gummies), publications (Curly Hair Book by Dr. Syed), hair type-specific bundles, and limited edition merch. All products are cruelty-free, vegan, sulfate-free, and silicone-free, manufactured at the company's Melrose Park, IL headquarters.
Differentiator
Problem solved
Functional benefit
Products and services
- Coconut (Classic) Collection The foundational collection of coconut-infused products designed to hydrate, condition, and define curly hair. Includes cleansers, conditioners, styling products, and deep treatments for people with curly and coily hair.
- Rosemary Collection An 8-product hair care system infused with 10% rosemary oil, biotin, melatonin, copper tripeptide, and ceramides formulated to strengthen, thicken, and promote healthy hair growth while nourishing the scalp.
- Jamaican Black Castor Oil Collection
Quantifiable outcome
- Rosemary Collection clinical study: 100% felt scalp was healthier after 6 months, 96% saw thicker fuller-looking hair, 92% noticed new hair growth and increased density
- +4 more outcomes
Companies that use As I Am
Customer profileNamed customers5 records
Segments5 records
As I Am technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
As I Am partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- WalmartcoreWalmart is a major retail partner for As I Am products, offering in-store and online availability across the United States.
- TargetcoreTarget serves as a retail distribution partner for As I Am products, providing national physical store and digital presence.
- Sally BeautycoreSally Beauty is a specialty beauty retailer partner offering professional hair care products including the As I Am line.
- AmazoncoreAmazon serves as a global e-commerce marketplace partner for As I Am products through their brand store.
- CVScoreCVS pharmacy serves as a retail distribution partner for As I Am products in their drugstore locations.
- WalgreenscoreWalgreens is a retail partner providing accessible in-store and online availability for As I Am products.
- One Tree PlantedminorAs I Am partners with One Tree Planted to donate 1% of annual sales from their Hemp Seed Oil Bars collection to tree planting efforts in Africa. So far, 1,370 trees have been planted.
- Shopify PlanetcoreAs I Am participates in Shopify Planet's carbon-neutral shipping program, which calculates shipping emissions based on weight, method, and distance, and supports verified carbon removal projects. The company has helped fund 84+ million carbon-neutral orders and removed 58,000+ tonnes of carbon.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
As I Am competitors and assessment
Company assessmentDirect peers
- Mielle Organics: Direct competitor targeting textured and multicultural hair with botanical-forward formulations. Acquired by Procter & Gamble in 2024. Most relevant peer given overlapping product lines (rosemary, rice water, babassu oils) and shared focus on Type 3/4 consumers.
- Carol's Daughter: Pioneering textured-hair care brand founded by Lisa Price, now owned by L'Oréal. Directly comparable as a heritage brand in the same curly/coily hair category with similar ingredient stories (Jamaican Black Castor Oil, etc.).
- Pattern Beauty: Direct-to-consumer textured-hair care brand founded by Tracee Ellis Ross. Comparable target market (Type 3 and 4 curls), premium positioning, and DTC-first go-to-market with growing retail distribution.
- SheaMoisture: Heritage textured-hair care brand now owned by Unilever. Competes across overlapping categories (moisture, curl definition, scalp care) with comparable ingredient philosophy (shea butter, Jamaican Black Castor Oil, manuka honey).
- Cantu Beauty: Mass-market textured-hair care brand with strong drugstore presence. Comparable product categories (curl creams, leave-ins, treatments) and overlapping retail channels including Walmart, Target, CVS, and Walgreens.
- DevaCurl: Curly-hair-focused brand with deep salon and DTC roots. Comparable target consumer (curl Types 2-4) and overlapping product categories (cleansers, conditioners, styling, treatments), though with broader curl-type coverage.
- Camille Rose: Natural-ingredient-focused textured-hair care brand. Comparable target market (multicultural, Type 3/4), ingredient philosophy (botanical oils, herbal extracts), and DTC-plus-retail distribution model.
- TGIN (Thank God It's Natural): Black-founded textured-hair care brand with strong presence in Target and Sally Beauty. Directly comparable in mission, target consumer, and retail channel mix.
- Design Essentials: Professional textured-hair care brand with strong salon channel presence. Comparable product portfolio (moisture, scalp care, styling) and shared emphasis on textured-hair science.
Emerging players
- Bread Beauty Supply: Cult textured-hair care brand targeting Gen Z consumers with minimalist packaging and clean formulations. Comparable category and audience, but smaller scale and primarily DTC vs. As I Am's established mass retail presence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
As I Am social profiles
Digital presenceAs I Am financial estimates
Financial estimateRevenue estimate
Valuation estimate
As I Am leadership team
Management profileNumber of profiles
Profiles2 records
As I Am funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
As I Am M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about As I Am
What does As I Am do?
As I Am manufactures and sells a comprehensive portfolio of science-backed personal care products formulated specifically for curly, coily, and textured hair types. The company develops and produces its own products at its Melrose Park, IL facility, offering distinct collections including the Coconut (Classic), Rosemary, Jamaican Black Castor Oil, Bond Repair, Onion Hair Growth, Rice Water, Curl Color, Born Curly, Dry & Itchy Scalp Care, Long & Luxe, Pure Oils, Hemp Seed Oil Bars, and a Skincare line, alongside standalone products such as the Curly Hair Book, Rice Water Hair Gummies, and accessories.
Is As I Am a public or private company?
As I Am is a private company. It is classified as family owned and is currently operating.
When was As I Am founded?
As I Am was founded in 2011. It employs 1 to 10 people.
Where is As I Am based?
As I Am is headquartered in Melrose Park, United States, in the North America region.
How does As I Am make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution and curly Hair Book Sales.
Who are As I Am's main competitors?
Direct peers on record are Mielle Organics, Carol's Daughter, Pattern Beauty, SheaMoisture, Cantu Beauty, DevaCurl, Camille Rose, TGIN (Thank God It's Natural) and Design Essentials. Bread Beauty Supply is listed as an emerging player.
Does As I Am have an API?
No public API is recorded for As I Am.
What industry is As I Am in?
As I Am's product category is Curly Hair Care Products. Its primary akta.pro industry code is CRABABAL, Ethnic & Textured Haircare, with a secondary code of CRABABAE, Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth). Its NAICS code is 456120 and its SIC code is 2844.