08.26.21
Two years in the making, natural hair care market leader As I Am announces the launch of its Curl Color line.
Catering to the needs of the curly-haired community, Curl Color includes six shades of temporary dye that provide a medium hold. After one application, Curl Color is said to improve hair moisture by 84% and strength by 6%.
This innovation is driven by a proprietary nano-emulsion of Jamaican black castor oil, ceramides, and betaine. Vegan and cruelty-free, Curl Color works best on wavy, curly, and coily hair textures. One of Curl Color’s unique aspects is its ability to deposit vibrant color onto dark hair while providing a medium hold; no need to lighten the hair before use.
“When we started on this project, we didn’t want to add another hair color product in the marketplace or create a heavy and greasy hair paint wax,” said As I Am Marketing Director Belal Ahmed. “We wanted to launch a collection, an innovation really, that leveraged our technological expertise in curly hair to create something that the consumer has never experienced before. After numerous brainstorming sessions, we decided that making a gel-based color product was the right approach, especially for curly girls who typically would have to apply a color first, and then a gel afterwards. Excellence requires time; hence, it took us two years and a pandemic to perfect the formulas, but the global response has been mind-blowing.”
How it Works
For best results, spray As I Am’s Jamaican black castor oil liberally throughout the hair before application. Then, section the hair off and apply Curl Color to damp hair from root to tip. Twist or rake through hair for desired style and blow dry or allow hair to airdry completely. For maximum vibrancy, apply until color is visibly bright and saturated on the hair before drying. Curl Color is the perfect styling product for twist-outs, coils, wash 'n' go's and rod sets.