The Ultimate As I Am Guide:
Versatile Curl Care—CG-Safe for All Hair Types
1. What makes As I Am special?
As I Am is an American curly-hair care brand with a clear stance: We want to give our customers—who care for and style their own hair at home—the time and special attention they deserve. You can feel this philosophy in every product—well-thought-out formulas, natural ingredients, and no compromises on effectiveness.
What sets As I Am apart:
- Consistently CG-safe —all products at lockenkopf are free of sulfates, silicones, and parabens.
- Natural active ingredients —coconut milk, tea tree oil, rosemary, argan oil, and castor oil—as key ingredients.
- A wide range of products —from cleansing and intensive care to styling products that define curls for all curl types.
- Perfect for everyday use—these products are designed for people who create their own curl routine—without going to a salon.
2. Who is As I Am suitable for?
Wavy
Curly
Coily
KinkyAs I Am offers routines tailored to every hair type, from wavy to kinky. However, which products are right for you also depends on your hair's thickness, density, porosity, scalp condition, and desired finish.
Particularly well suited for
- Wavy curls with a simple routine using a little leave-in conditioner and mousse
- Curly (3a–3c), Coily (3c–4a), and Kinky (4b–4c)
- Low porosity with thin layers of product and regular deep cleansing
- High-Porosity and Damaged Curls with the Bond Routine
- Everyone who prefers natural ingredients
- A DIY Curling Routine at Home
- Children ages 8 and up and adults
Be especially careful with the dosage here
- Wavy and fine curls – don't apply rich creams in a thick layer over the entire length
- Low Porosity – Rinse thoroughly and avoid butter, cream, and gel
- Scalp that gets oily quickly – Choose a cleanser based on your scalp type and buildup
- Protein-sensitive hair – some masks and leave-in treatments contain protein
3. An Overview of the As I Am Product Line
Cleaning
Long Luxe Strengthening Shampoo
Strengthening shampoo for anyone who wants to support their hair's growth. Contains nourishing ingredients that strengthen the hair without drying it out. Recommended 1–2 times a week.
View Long Luxe Shampoo →Rosemary Shampoo
With rosemary extract for a healthy scalp and stronger hair. Rosemary stimulates blood circulation in the scalp and promotes hair growth. Gentle cleansing without drying out the hair.
View Rosemary Shampoo →Dry & Itchy Scalp Care Co-Wash
Co-wash specially formulated for dry, itchy scalps—with tea tree oil and apple cider vinegar. Gently cleanses and soothes the scalp at the same time. Ideal for coily and kinky hair types with sensitive scalps. Not recommended for low porosity hair—may cause buildup. Use a shampoo 1–2 times a month in addition to this product.
View Dry & Itchy Co-Wash →Care
Rosemary Leave-In Conditioner
Leave-in conditioner with rosemary for a healthy scalp and stronger curls—apply to damp hair; do not rinse. Provides moisture, makes detangling easier, and perfectly prepares curls for styling. Ideal as the "L" step in the LOC/LCO method.
View Rosemary Leave-In →Bond Moisturizing Hair Mask
An intensive moisturizing mask that penetrates deep into the hair structure and strengthens hair bonds. Leave on for 30 minutes under a plastic cap—ideal as a weekly deep-conditioning treatment. High-porosity hair benefits the most. Low porosity: apply heat while leaving it on.
View the Bond Hair Mask →Long Luxe GroYogurt
A rich, yogurt-based conditioning cream with castor oil and biotin—promotes hair growth and strengthens each strand. Can be used as a leave-in conditioner or styling cream. Caution for fine hair: use sparingly.
View Long Luxe GroYogurt →Styling
Twist Defining Cream
Rich styling cream for twists, twist-outs, and defined coily/kinky styles. With coconut milk and castor oil—provides hold, shine, and moisture. Apply to very damp hair and scrunch or twist the curls.
View Twist Defining Cream →Curling Jelly
Defining gel-jelly for all curly, coily, and kinky hair types—forms a light cast as it dries for maximum definition. Always apply to very damp hair. Break up the cast only after it has completely dried using SOTC—this results in soft, defined curls without frizz.
View Curling Jelly →Born Curly Argan Curl Defining Jelly (Soft Hold)
A lighter version of Curling Jelly—with argan oil for extra shine and a soft hold instead of a stiff cast. Ideal for curly hair types (3a–3b) or anyone who prefers a more natural, less defined texture. Also apply to damp hair or SOTC after drying.
View Born Curly Argan Jelly →More Key Products for Your Routine
Coconut CoWash
Gentle cleansing for regular wash days, when your scalp and product buildup allow for a co-wash. Massage into wet curls and the scalp, detangle, and rinse thoroughly.
Curl Clarity Shampoo
A more targeted cleanse for when your curls feel weighed down or have built up styling residue. Especially helpful for low porosity hair or when your usual light routines suddenly stop working.
Hydration Elation
Conditioning mask after washing: Leave on for 15–30 minutes, then rinse. Use weekly or every two weeks, depending on your hair's needs—do not automatically use this in addition to conditioner.
Rosemary Styling Mousse
A lightweight styling product for flexible hold, airy definition, and volume. Especially suitable for wavy, fine, or sparse curls.
JBCO Curling Cream and JBCO Smoothie
Two different styling options: Curling Cream for moisture-rich coil definition with a soft hold; Smoothie for more defined twists and twist-outs. Do not apply two full layers on top of each other.
Bond Conditioner, Bond Hair Mask, and Bond Repair Hair Oil
For damaged or high-porosity curls: Use conditioner on regular wash days, and the mask when your hair needs more intensive care. Apply just a few drops of the oil right at the very end.
All 55 As I Am products at lockenkopf
So you don't have to search for a product, you'll find the complete As-I-Am lineup here at lockenkopf—organized by product line. The brief descriptions show you what role each product plays in your routine.
Classic – Cleansing, Moisturizing, and Styling
Leave-In Conditioner
A moisturizing pre-styling treatment for wet to damp curls to use before applying your main styling product.
View Leave-In Conditioners →Twist Defining Cream
Nourishing styling cream for twists, twist-outs, and defined coils.
View Twist Defining Cream →Curling Jelly
A lightweight gel for wash-and-go definition, movement, and frizz control.
View Curling Jelly →Cleansing Pudding+
A creamy cleanser for curls and the scalp when you want a deeper clean than a co-wash provides.
View Cleansing Pudding+ →Oil Sheen Spray
A fine shine spray for the finishing touch; apply sparingly to the finished curls.
View Oil Sheen Spray →Double Butter Cream – large
A rich moisturizing cream for dry, thick curls and coils.
View DoubleButter Cream in full size →Curl Clarity Shampoo
A clarifying cleanse for buildup, a heavy feeling, or excessive styling residue.
View Curl Clarity Shampoo →Hydration Elation
Intensive treatment after cleansing; leave on for 15–30 minutes, as needed.
View Hydration Elation →Smoothing Gel
Strong, targeted hold for edges, the hairline, sides, nape, voluminous styles, and updos.
View Smoothing Gel →Coconut CoWash
Gentle cleansing for regular wash days, when your scalp and product buildup allow for a co-wash.
View Coconut CoWash →Double Buttercream
A moisturizing cream for dry curls, coils, and protective hairstyles.
View Double Butter Cream →So Much Moisture
Intensive moisturizing treatment for dry curls; use a very small amount on fine curls.
Watch "So Much Moisture" →CocoShea Spray
A lightweight moisturizing and refreshing spray for dry hair and curls between washes.
View CocoShea Spray →Dry & Itchy Scalp Care – for a dry, itchy scalp
Dry & Itchy Scalp Care Shampoo
Shampoo for a more thorough cleanse as part of a scalp-focused routine.
View Scalp Care Shampoo →Dry & Itchy Scalp Care Conditioner
A rinse-out treatment for the lengths, to be used after shampooing with products from the same line.
View Scalp Care Conditioner →Dry & Itchy Scalp Care Oil Treatment
Targeted oil treatment for dry scalps; use sparingly and according to your scalp's needs.
View Scalp Care Oil Treatment →Dry & Itchy Scalp Care Leave-In Conditioner
Leave-in treatment to prepare curls and hair lengths as part of your scalp care routine.
View Scalp Care Leave-In →Dry & Itchy Scalp Care Co-Wash
Gentle cleansing for dry or itchy scalps; if you experience buildup, alternate regularly with shampoo.
View Scalp Care CoWash →Rosemary – A Gentle Routine with a Focus on the Scalp
Rosemary Conditioner
A rinse-out conditioner for detangling and conditioning after using the Rosemary Shampoo.
View Rosemary Conditioner →Rosemary Water Spray
A quick refresh between wash days and preparation before a restyling.
View Rosemary Water →Rosemary Leave-In Conditioner
Apply a small amount before using mousse or cream; use very sparingly on fine curls.
View Rosemary Leave-In →Rosemary Oil
Oil treatment for the scalp, hair lengths, or as a finishing touch; a few drops are usually enough.
View Rosemary Oil →Rosemary Oil Styling Mousse
A flexible, lightweight styling product for waves, curls, movement, and volume.
View Rosemary Styling Mousse →Rosemary Set – Nourishing Curl Care Routine
A curated set for a simple rosemary routine.
View the Rosemary Set →Rosemary Edge Control
Precision styling for edges and small areas that need more control.
View Rosemary Edge Control →Rosemary Wax Stick
Wax stick for targeted smoothing, taming flyaways, and controlled styling.
View Rosemary Wax Stick →Rice Water – Light, Nourishing Care
Rice Water Micellar Shampoo
Micellar cleansing as part of the gentle rice-water routine.
View Rice Water Shampoo →Rice Water Spray
A light, volumizing spray to refresh and prepare your hair between washes.
View Rice Water Spray →Rice Water Micellar Conditioner
A suitable rinse-out conditioner to use after the Rice Water Micellar Shampoo.
View Rice Water Conditioner →Long & Luxe – Length, Care, and Styling
Long & Luxe Gro Wash Conditioner
A step in the Long & Luxe line for soft, detangled curls.
View Gro Wash Conditioner →Long & Luxe Strengthening Shampoo
Nourishing shampoo for the Long & Luxe routine.
View Strengthening Shampoo →Long & Luxe Conditioner
A rinse-out conditioner for detangling and conditioning after shampooing.
View the Long & Luxe Conditioner →Long & Luxe GroYogurt
A rich leave-in and styling treatment; use a small amount for fine curls.
View GroYogurt →Long & Luxe Curl-Enhancing Smoothie
Lightweight styling cream for twists, twist-outs, and soft curl definition.
View the Curl Enhancing Smoothie →JBCO – Moisture, Coils, and Twist-outs
JBCO Leave-In Conditioner
A moisturizing pre-styling treatment for coils and dry curls to use before applying your main styling product.
View JBCO Leave-In →JBCO Curling Cream
A moisturizing styling product with a soft hold for curls and coils.
View JBCO Curling Cream →JBCO Conditioner
Rinse-out conditioner from the JBCO line, to be used after shampooing.
View JBCO Conditioner →JBCO Smoothie
A main styling product with stronger hold for clearly defined twists and twist-outs.
View the JBCO Smoothie →Bond – for damaged and high-porosity curls
Bond Hair Mask
Use this intensive treatment instead of your regular conditioner when your curls need extra care.
View the Bond Hair Mask →Bond Leave-In Conditioner
Apply to wet to damp curls before using cream or jelly.
View Bond Leave-In →Bond Repair Hair Oil
Apply a few drops to the lengths and ends as the final step—do not apply it under your main styling product.
View Bond Repair Hair Oil →Bond Conditioner
Regular rinse-out treatment for most wash days; replace with the Bond Hair Mask when more intensive care is needed.
View Bond Conditioner →Born Curly and Sets
Argan Curl Defining Jelly – Soft Hold
A lightweight jelly with a soft hold for natural curl definition and movement.
View Argan Curl Defining Jelly →Kinky to Coily Hair Care Set
A routine designed for kinky to coily hair.
View the Kinky to Coily Hair Care Set →4. How do you use As I Am correctly?
The Wash Day Routine
- Cleaning: Choose a co-wash or shampoo that suits your scalp and level of product buildup. Curl Clarity is designed for wash days when your curls feel weighed down or styling residue becomes visible.
- Care: Detangle and rinse thoroughly. A hair mask can replace conditioner when your curls need extra care—you don't have to layer both products on every wash day.
- Preparation: Apply water and/or leave-in conditioner to wet to damp, sectioned curls. For fine or sparse curls, start with a very small amount of product.
- Styling: First, choose a main styling product—mousse, jelly, curl cream, or smoothie. Only add a second styling product if it specifically provides more hold or a particular finish.
- Drying: Air-dry or use a diffuser, and try not to touch your curls until they are completely dry.
- Refresh: Between washes, lightly refresh with the appropriate Water. Do not automatically reapply the cream.
Five Simple "As I Am" Routines
| Curl Profile | Routine | Keep this in mind |
|---|---|---|
| Wavy / fine | Rosemary Shampoo → Rosemary Conditioner → a very small amount of Rosemary Leave-In → Rosemary Styling Mousse | The mousse is the lightweight main styling product. Refresh with Rosemary Water; try using Curling Jelly sparingly for extra hold. |
| Curly / balanced | Coconut CoWash or Curl Clarity → Hydration Elation → Leave-In Conditioner → Curling Jelly | Use Curl Clarity on build-up. For softer volume, swap the mousse for jelly; for drier, more defined curls, choose a curl cream. |
| Coily / Kinky | Rosemary or JBCO Cleansing → Coconut CoWash as needed → JBCO Water → JBCO Curling Crème or JBCO Smoothie | Curling Cream for coils and a soft hold, Smoothie for defined twist-outs. Both are alternative main styling products; do not apply two full layers. |
| Low Porosity | Curl Clarity → Hydration Elation → a little leave-in → Rosemary Styling Mousse | Rinse thoroughly, apply a thin layer, and refresh with coconut water. If your curls feel weighed down, skip the first layer. |
| High Porosity / Damaged | Bond Shampoo → Bond Conditioner or Bond Hair Mask → Bond Leave-In → JBCO Curling Cream → a few drops of Bond Repair Hair Oil | In intensive care routines, the mask replaces the conditioner. Apply oil last—not under the product intended to provide hold. |
Which styler is best for which finish?
| Product | Finish and Hold | Best for |
|---|---|---|
| Rosemary Styling Mousse | Flexible, light, and without a hard crunch | Volume, movement, waves, and soft curls |
| Curling Jelly | Light, gliding texture; soft to medium hold | Wash-and-go, Definition, and Frizz Control |
| JBCO Curling Cream | Moisturizing, soft hold | Coils and curls with bounce and long-lasting moisture |
| JBCO Smoothie | Stronger hold and defined twists | Twists and Twist-outs |
| Classic Curl Cream | Nourishing cream styling with longer-lasting curl retention | On damp, sectioned curls after applying leave-in conditioner |
| Smoothing Gel | Strong, long-lasting, and targeted hold | Edges, hairline, sides, nape, puffs, and updos—not a substitute for curling jelly |
Methods for Curling Hair with As I Am
"As I Am" can be easily integrated into all three main methods.
LOC/LCO based on: Rochelle Graham (Alikay Naturals). CGM Basics: Lorraine Massey – *Curly Girl: The Handbook*
5. As I Am & the Curly Girl Method
From the very beginning, As I Am has been positioned as a CG-safe brand—all products in the lockenkopf shop are free of sulfates, silicones, and parabens. This makes getting started with the CG method particularly easy.
Some As I Am products—especially nourishing masks and leave-ins—contain protein. This is good for high-porosity hair, which benefits structurally from it. If you have protein sensitivity—which can be recognized by brittle, straw-like hair after use—filter for protein-free alternatives in the shop.
6. Recommendations by Hair Type
| Hair Type / Need | Recommended As I Am Products |
|---|---|
| Wavy / fine | Rosemary shampoo + conditioner, a very small amount of Rosemary leave-in, Rosemary styling mousse. Lightly refresh with Rosemary Water. |
| Curly (3a–3c) | Coconut CoWash or Curl Clarity, Hydration Elation as needed, leave-in conditioner, curling jelly; choose mousse for softer volume. |
| Coily (3c–4a) | Rosemary or JBCO Cleansing, JBCO Water + Leave-In, JBCO Curling Cream for Coils, or JBCO Smoothie for Twist-outs. |
| Kinky (4b–4c) | Rosemary or JBCO routine, coconut co-wash as a gentle alternative, JBCO water + leave-in, curling cream, or smoothie, depending on your style. |
| High Porosity | Bond Shampoo, Bond Conditioner, or Bond Hair Mask, Bond Leave-In, Cream Styler; a few drops of Bond Repair Hair Oil last. |
| Low Porosity | Curl Clarity, Hydration Elation, a small amount of leave-in conditioner, Rosemary Styling Mousse, or Curling Jelly. Apply in thin layers and rinse thoroughly. |
| Protein-sensitive | Choose styling products—jellies and twist-defining cream contain less or no protein |
| Promote hair growth | Long Luxe Strengthening Shampoo + Long Luxe GroYogurt + Rosemary Shampoo |
| Sensitive Scalp | Dry & Itchy Scalp Co-Wash + Rosemary Shampoo (alternating) |
| A natural look without strong hold | Rosemary Styling Mousse for light, airy movement or JBCO Curling Crème for moisturizing, soft definition |
7. Common Problems & Solutions with As I Am
Too much GroYogurt or Twist Defining Cream. Use very sparingly on fine hair. Try Born Curly Argan Jelly as a lighter alternative.
Co-wash is used too often without shampoo. Wash 1–2 times a month with the Rosemary or Long Luxe Shampoo—especially for low porosity hair.
Always apply gel to very damp hair—never to dry hair. Don't scrunch until it's 100% dry (SOTC). You may not have used enough product.
Incorporate the Bond Hair Mask into your weekly deep conditioning routine. Try the LOC/LCO method. If you have protein sensitivity: choose products with lower protein content.
The layers may not blend well together or may have been applied too liberally. First test the planned mix on a wet strand and let it dry completely. Do not apply oil under the product intended to provide hold.
Alternate the Dry & Itchy Co-Wash with the Rosemary Shampoo. Massage your scalp thoroughly while washing. Do this regularly with your fingertips—never with your fingernails.
8. Frequently Asked Questions About As I Am (FAQ)
What hair types is As I Am suitable for?
Is "As I Am" CG-safe?
What makes As I Am special?
Is As I Am suitable for fine hair?
Does As I Am contain protein?
How often should I wash my hair with As I Am?
Do I need to break the cast after it dries?
9. What Our Customers Say
Real experiences from lockenkopf customers with As I Am—verified and rated.
10. Conclusion: Is As I Am worth it for your curls?
As I Am doesn't offer a single routine that works the same way for every head of curls. The brand’s strength lies in the clear roles of its products: lightweight mousse for dynamic waves, curling jelly for wash-and-go definition, moisturizing creams for coils, and bond care for damaged or high-porosity curls.
The key is to keep your routine simple and consistent: cleanse appropriately, condition, prep with water or a leave-in product, choose a main styling product, and only then add more hold as needed. This way, those with wavy, curly, coily, and kinky hair can find the “As-I-Am” combination that suits their own curl pattern, scalp, and desired finish.
All As I Am products at lockenkopf
Whether your hair is wavy, curly, coily, or kinky—we'll help you put together the right routine based on your hair's porosity, scalp type, and desired finish.
View the As I Am Collection → Request a Curl Consultation →
