Finding the right products can seem like a never-ending journey for anyone with curly hair. Because it provides a range of hair care options, particularly for people with natural curls, coils, and waves, the "As I Am" brand has grown in popularity. I’ve looked into six different products from their line over the past year and a half; each one seemed to offer something special.
These products, which include the well-known "Kovosh," conditioners, styling gels, and three leave-in creams, are advertised as nourishing, defining, and protecting. However, do they genuinely suit every type of curly hair, or are there other, better options?
This review explains how each "As I Am" product works and which types of hair might benefit from it the most, in case you’re unsure if it’s worth your time and money. Together, we can determine whether they are a good fit for your curls or if you should look elsewhere.
| Product | Hair Type |
| As I Am Cowash | Best for curly and coily hair, gently cleanses without stripping moisture |
| As I Am Conditioner | Ideal for dry, damaged hair needing extra hydration |
| As I Am Styling Gel | Works well for defining curls and providing hold for wavy to curly textures |
| As I Am Leave-In Cream #1 | Great for thick, coarse hair requiring deep moisture |
| As I Am Leave-In Cream #2 | Suitable for fine to medium hair needing light hydration without weighing down |
| As I Am Leave-In Cream #3 | Best for frizzy hair, helps control and smooth while adding shine |
- As I Am Coconut CoWash Cleansing Conditioner
- As I Am Hydration Elation
- As I Am Leave-in Conditioner
- As I Am Twist Defining Cream
- As I Am DoubleButter Cream
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As I Am Coconut CoWash Cleansing Conditioner
There are two volumes of covash available: 454 and 86 g. Expense: 400–860 rubles One and a half years of use Light cream with a mobile consistency. Cream with a hint of pink in color.
Make-Up
Water, Cetearyl Alcohol, Cetyl Alcohol, and Cetrimonium Chloride Citrus Reticulata (Tangerine) Fruit Extract, Ricinus Communis (Castor) Seed Oil, Cocos Nucifera (Coconut) Fruit Powder, Phytosterols, PEG-40 Castor Oil, Quaternium-18, C12-15 Alkyl Lactate, Serenoa Serrulata Fruit Extract, Stearalkonium Chloride, Fragrance/Parfum, Abies balsamea (Balsam Canada), Phenoxyethanol, Caprylyl Glycol, and Potassium Sorbate Limonene, potassium chloride, and resin
Soft surfactants, such as stearalkonium chloride and PEG-40 hydrogenated castor oil, serve as the kovosh’s washing base. Components that control scalp sebum production are also included in the composition (C12-15 Alkyl Lactate). The kovosh’s smooth, engulfing consistency is determined by the amount of oils and emollients in the mixture.
Recollections after using
In this post, I discussed this kovosh. I’ll just say it again: out of all the kovoshes I’ve tried, this one is currently my favorite. It looks a little greasy at first, but it does a fantastic job of washing hair.
They curl well, are voluminous, and are clean. Though very soft, the kovosh has great effect. The root zone and length are not burdened at the same time. Nor is there a lightness that causes the hair to literally fly apart.
This kovosh also emulsifies quickly and effectively, producing a fine foam. It also acts in the same manner in soft and hard water. When I went to Europe, I brought the travel format. And it cleaned quite effectively!
In summary, I adore it. In my opinion, this is one of the best kovoshes. However, the smell is a bit overpowering. The overwhelming sweetness of the package was suffocating me by the time it was all over. Five plus
As I Am Hydration Elation
There are two volumes available for the conditioner-mask: 85 and 227 g; price: 400–1157 rubles Duration: One and a half years Texture: incredibly rich and creamy Light creamy color
Make-Up
Water, Butyrospermum parkii (shea butter), Betaine, cetyl alcohol, glycerin, Quaternium-91, cetearyl alcohol, cetrimonium methoxysulfate, and cocos nucifera (coconut) oil Mango Seed Butter (Mangifera Indica), Cocos nucifera (coconut) powder, Saccharum Officinarum (sugarcane) extract,Citrus reticulata (tangerine) fruit extract,Camellia oleifera leaf extract,Pyrus malus (apple) fruit extract,Citrus limon (lemon) peel extract, Vitamin Acetate Tocopheryl Phenoxyethanol, Propylene Glycol Dicaprylate/Dicaprate, PPG-1 Trideceth-6, Sodium Benzoate, Caprylic/Capric Triglyceride, Caprylyl Glycol, and Polyquaternium-37 Limonene and resin from Abies balsamea (Balsam Canada)
The combination is meant to be both nourishing and moisturizing. Here, betaine, glycerin, and fatty alcohols act as moisturizers. In general, penetrating oils should take complete care of the hair, nourishing and smoothing it. Consequently, there ought to be a combo effect!
Recollections after using
I’ve already gone into great detail about this conditioner in my writing, but to recap, it’s a thick, affordable product. Of course, the conditioner has some effect, but not enough for my hair. It nourishes and moisturizes at a C while also conditioning. It was not impressive at all, so I kept it as a mask. The hair is dry on the second day, particularly in the ends.
I used this product as a conditioner and found that it worked better. Yet, it is difficult to use and has an excessively thick consistency. The hair slightly curls along with the squish. And it works great following a potent mask that has both nourishing and moisturizing properties. Such a subtle, extra moisturizing and nourishing touch. That’s precisely how I now see it. It can’t legitimately be a mask on my hair, of course.
In summary, it works well for hair with medium to low porosity. On days when you wear a mask, it can be a good way to nourish your hair. For extremely porous hair, it works better as a conditioner following a mask. It’s unlikely that I’ll do it again. Three plus
After that, I’ll introduce you to three leave-in creams that I’ve had the opportunity to try and compare them to one another.
As I Am Leave-in Conditioner
There are two volumes available for this livein: 227 grams and 89 milliliters; 400–752 rubles Duration: One Year Light in consistency, akin to a watery gel, but with a noticeable oiliness base Color: translucent white
Make-Up
Water, Glycerin, Pyrus Malus (apple) fruit extract, Citrus Limon (lemon) peel extract, Saccharum Officinarum (sugar cane), Glycerin, Beta Vulgaris (beet) root extract, Phytosterols, Serenoa Serrulata fruit (save palmetto) extract, Camellia Sinensis leaf extract, and Cocos Nucifera (coconut) fruit powder Stalk Extract, Betaine, Behentrimonium Methosulfate, Citric Acid, Diazolidinyl Urea, Iodopropynil Butylcarbamat, Potassium Sorbate, Polyacrylamide, Stearamidopropyl Dimethylamine, Parfum/fragrance, coumarine, and limonene
Includes humectants such as glycerin, betaine, and fatty alcohols. Just coconut powder, no oils. The lightness but all-encompassing texture of the product is subtly conveyed to us throughout the composition. Let us verify if this is accurate.
Recollections after using
Admittedly, I didn’t notice it right away. It seemed pointless to me at first. A white, sweet-smelling substance that has no effect on hair.
But then I understood that all you had to do was add water! I initially attempted to merely squeeze and apply Livin to my hair like a cream. However, as soon as I started adding water to my palm, my hair started to livin. This easy tip enabled me to modify the product.
This is essentially a light, nourishing, moisturizing cream that has decent covering power. It softens hair and spreads swiftly. I experience its effects for two days following application. keeps hair from drying out (if you moisturize it after washing, of course). doesn’t weigh me down in the slightest, and my hair won’t be impacted if I overdo the portion.
Composition based on fatty alcohols plus moisturizing agents (glycerin, betaine). The composition is oil-free, and phytosterols form a lipid film that is comparable.
This living is nice because it works well with various gels and can create a noticeable but not heavy look. a film of protection for the hair.
The photo shows hair that is naturally curly.
In summary, a decent foundational, perhaps universal way of life. It works with any kind of curl pattern and porosity of hair. It won’t be too much for thin, delicate hair, and there’s more for thick, coarse hair. Score: 5
As I Am Twist Defining Cream
There are two volumes for the cream: 227 and 85 g. Expense: 400–940 rubles Use period: a year Texture: thin plastic creme Color: baked milk, cream
Make-Up
Betaine, acetamide MEA, glycerin, and water Butyrospermum parkii (shea), Ricinus communs (castor), Helianthus Annuus (sunflower) seed oil, triethanolamine, and Cocos Nucifera (coconut) oil Phytosterols, Butter, Carbomer, Citrus Reticulata (tangerine) fruit extract, Beta Vulgaris (beet) root extract, Phyllanthus Emblica (amla) fruit powder, and Cocos Nucifera (coconut) fruit powder Ceteareth-25, Laureth-23, Glicerin, TBHQ, Caprylyl Glycol, Phenoxyethanol, Potassium Sorbate, Fragrance/Parfum, Coumarine, Limonene, Linalool, and Disodium Ethylene Dicocamide PEG-15 Disulfate
Includes oils (sunflower, castor, coconut, and shea) and moisturizers (glycerin, betaine, and carbomer). Since there are a lot of oils, we can say right away that the cream will be a little thicker than it was before.
Recollections after using
Indeed, there is a noticeable nourishing quality to this cream. It coils hair more tightly than others. minimal amount of use. I once overdone it to the point where my hair looked lifeless. It’s not a sponge, even though it would seem hard to weigh down my hair.
It is preferable to use it diluted with water on medium-porous hair. Because it feels visibly nourishing and is clearly felt on the hair, it is unlikely to work well with low porosity hair.
The way it looked best was in a pair with drying gels like Shea Moisher Pistachio Giovanni. I only use the cream after using intensely moisturizing masks because of how well it holds moisture. Alternatively, I give my hair a lot of squeezes while progressively adding more cream. In this instance, the portions are observable despite literally being the size of a rice grain.
The picture shows unstyled hair with cream.
In summary, nourishing and softening cream for porous hair. It could potentially weigh down fine hair. effectively shields hair from drying style. Purchasing a travel-sized version is preferable as it will endure longer. Score: 5
As I Am DoubleButter Cream
There are two volumes of the cream available: 227 and 85 g. Price range: 400-940 rubles Use period: a year Cream with a thick, dense consistency Snow-white in color
Make-Up
Water, Butyrospermum Parkii (Shea Butter), Hydrogenated Vegetable Oil, Theobroma Cacao (Cocoa) Seed Butter, Prunus Amygdalus Dulcis (Sweet Almond) Oil, Emulsifying Wax NF, Glycerin, Ricinus Communis (Castor) Seed Oil, Beeswax, Lanolin, Betaine, and Citrus Reticulata (Tangerine) Fruit Extract, Phyllanthus Emblica (Amla) Fruit Powder, and Citrus Reticulata (Tangerine) Fruit Extract, Simmondsia Chinensis (Jojoba) Triticum vulgare (wheat), hydrolyzed wheat protein, and seed oil Diazolidinyl Urea, Iodopropynyl Butylcarbamate, Potassium Sorbate, Triethanolamine, Carbomer, Panthenol, Tocopheryl Acetate, and Germ Oil Fragrance/Parfum, Root Powder of Curcuma longa (Turmeric), Coumarine, and Limonene
In terms of nutrition and richness, the composition is pure fire. contains lanolin, wheat protein, fairly heavy film formers (emulsion wax, beeswax), oils (shea, vegetable, cocoa, almond, coconut, castor, jojoba, and wheat germ), and wheat protein.
The composition is made to write as much as possible, smooth the cuticle, hold onto moisture, and repair hair. However, emulsion wax and beeswax are among the other "prohibited" ingredients in KGM. Twirls may become weighed down by both parts. but let’s take a closer look at what truly occurs to them.
Recollections after using
The richest cream is this one. Its consistency is rich and extremely thick. I applied more than was necessary because I couldn’t get used to the portion after trying it multiple times. Consequently, I deduced that a very tiny amount of the cream is required; otherwise, the hair would become re-saturated.
I find it hard to distribute this cream evenly without making my hair feel greasy, so I dilute it with water before applying it.
Naturally, I prefer to use more Livin so that it feels really thick on your hair, but this isn’t the situation. I have to use water to dilute it and moisten my hair. Think twice before purchasing the full size 227 grams if your hair is like mine. In less than a year, twenty percent of my travel version has been used.
The hair is greatly nourished and softened by the cream. Excellent for fragile, highly porous, damaged hair. For me, using it as a leave-in conditioner on the ends is the most enjoyable application method (apart from Livin). I do not sense the cream getting thicker or the curl being extracted. While not flawless, everything appears to be in good shape.
The hair in the picture is just wearing cream and isn’t styled.
In conclusion, only very porous hair should use cream. for hair that is large in stretch and medium-porous. tiny consumption, easily overindulging in hair. Score: 4
It’s evident from using the As I Am product line for 1.5 years that people with textured, curly, or coily hair benefit the most from these products. The conditioner offers intense hydration that leaves hair manageable and soft, and the kovosh gently cleanses without removing moisture.
The three leave-in creams and styling products work wonders at defining curls and taming frizz. The formulas’ richness can be a little overwhelming for people with finer hair, so they might not be the best choice for them. Consider looking into other brands if you’re searching for lightweight options.
Overall, these products are something to think about if your hair is a moisture-and-definition-loving type. However, it might be worthwhile to experiment with different options to see which best meets the unique requirements of your hair if you’re still looking for that ideal balance.
It’s evident after using As I Am products for 1.5 years—the Kovosh, conditioner, styling gel, and three leave-in creams—that these products are best suited for natural, curly, and coily hair types because they give hair definition and hydration without making it feel heavy. However, some people may still need to search elsewhere for more hold or moisture, particularly for tighter curl patterns, depending on their unique hair needs.
