As I Am

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.

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

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

• Curly hair care
• Natural hair products
• Textured hair care
• Hair care manufacturing
• Scalp care products

Headquarters

HQ city

Melrose Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core 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

Named customers5 records

Segments5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• WalmartcoreChannel Partner/ Reseller/ DistributorWalmart is a major retail partner for As I Am products, offering in-store and online availability across the United States.
• TargetcoreChannel Partner/ Reseller/ DistributorTarget serves as a retail distribution partner for As I Am products, providing national physical store and digital presence.
• Sally BeautycoreChannel Partner/ Reseller/ DistributorSally Beauty is a specialty beauty retailer partner offering professional hair care products including the As I Am line.
• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as a global e-commerce marketplace partner for As I Am products through their brand store.
• CVScoreChannel Partner/ Reseller/ DistributorCVS pharmacy serves as a retail distribution partner for As I Am products in their drugstore locations.
• WalgreenscoreChannel Partner/ Reseller/ DistributorWalgreens is a retail partner providing accessible in-store and online availability for As I Am products.
• One Tree PlantedminorStrategic or Co-development PartnerAs 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 PlanetcoreStrategic or Co-development PartnerAs 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

Direct 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

• TikToktiktok.com/@asiamnaturally
• Xx.com/asiamnaturally
• Facebookfacebook.com/asiamnaturally
• LinkedInlinkedin.com/company/asiam

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about As I Am