As I Am
Leave-In Conditioner
"A workhorse leave-in for coily and curly textures. Rich enough to truly moisturise without being greasy, and affordable enough to use generously. A reliable staple."
Hair Compatibility
Curl Pattern
Strand Thickness
Porosity
Performance
- Hold Level
- No Hold
- Weight
- Medium
- Finish
- Soft, No Cast
- Buildup Risk
- Low
What's Inside
Coconut Fruit Powder
Nourishing and conditioning for curls
Phytosterols
Plant-derived compounds that strengthen hair
Green Tea Extract
Antioxidant protection for hair and scalp
Apple Fruit Extract
Natural conditioning with vitamins and antioxidants
View Full Ingredients List
Aqua/Water/Eau, Cetearyl Alcohol, Cetyl Alcohol, Cocos Nucifera (Coconut) Fruit Powder, Phyllanthus Emblica Fruit Powder, Beta Vulgaris (Beet) Root Extract, Phytosterols, Serenoa Serrulata Fruit Extract, Camellia Oleifera Leaf Extract, Glycerin, Pyrus Malus (Apple) Fruit Extract, Citrus Limon (Lemon) Peel Extract, Saccharum Officinarum (Sugar Cane) Extract, Betaine, Behentrimonium Methosulfate, Stearamidopropyl Dimethylamine, Citric Acid, Phenoxyethanol, Caprylyl Glycol, Potassium Sorbate, Polyacrylamide, Fragrance/Parfum, Anise Alcohol, Coumarin, Limonene
Analyze these ingredients with our Ingredient Checker tool.
How to Use
Best as: Leave-In
Alternatives to Consider
Overview
As I Am Leave-In Conditioner is a dependable, no-frills moisturiser designed for curly and coily hair types. The coconut oil and shea butter base provides genuine hydration without the greasiness that plagues some heavier leave-ins. At an affordable price point, it’s become a staple for those with textured hair who need consistent moisture.
Key Ingredients Breakdown
- Coconut Oil - One of the few oils that can actually penetrate the hair shaft, providing moisture from within rather than just coating the surface.
- Shea Butter - A rich emollient that seals the hair cuticle and locks in moisture. Particularly effective for high-porosity hair.
- Green Tea Extract - Antioxidant properties help protect hair from environmental damage.
- Vitamin E - Additional antioxidant protection plus nourishing properties.
What We Love
- Affordable pricing - Quality ingredients at a budget-friendly price
- Genuine moisture - Coconut oil and shea butter deliver real hydration
- Protein-free - Safe for protein-sensitive hair
- CGM-friendly - No silicones, sulfates, or drying alcohols
- Widely available - Easy to find at most retailers
- Generous size options - Available in larger sizes for heavy users
What Could Be Better
- Too heavy for fine hair - Best suited to medium and coarse textures
- Not much slip - Other leave-ins are better for detangling
- Basic formula - No standout active ingredients
- Fragrance - Pleasant but noticeable; not for the scent-averse
How to Use
After Washing
- Apply to soaking wet hair in sections
- Use praying hands to distribute evenly
- Focus on mid-lengths and ends
- Layer with your chosen styler
For Dry Styling (LOC/LCO Method)
- Apply to dry or slightly dampened hair
- Follow with an oil to seal (L-O-C)
- Or apply after oil for L-C-O method
- Finish with cream or gel styler
Pro Tip
This leave-in works particularly well as the “L” in LOC or LCO methods. Its water-based formula provides the liquid layer, while the shea butter adds some sealing properties.
The Verdict
As I Am Leave-In Conditioner represents excellent value in the affordable tier. It’s not fancy or innovative, but it reliably moisturises curly and coily hair without causing buildup or requiring a significant investment. The protein-free formula makes it accessible to almost everyone with textured hair.
For those with fine or wavy hair, look elsewhere—this is formulated for thicker, curlier textures that genuinely need the rich moisture. But for its intended audience, it’s a straightforward winner.
Our Rating: 4/5