As I Am is not only their brand; it is their slogan and their truth. As I Am® products were born out of a well-thought out, deliberate and caring process. Dr. Ali N. Syed, who is a master hair care chemist and entrepreneur, during his travels, began being questioned by women of color with naturally coily and curly hair textures about what products he would recommend for style and care. Dr. Syed had plenty of products that he could have recommended, yet he was a bit hesitant to recommend any of his existing products, because his instincts led him to realize that what was being asked of him was much more than an ordinary recommendation. Today, As I Am® products are sold in select retail stores across the nation and through its own estore.