Name: As I Am Long and Luxe Strengthening Shampoo
Brand: As I Am
SKU: AI5019
Price: 17.99 CAD
Availability: OutOfStock

As I Am Long and Luxe Strengthening Shampoo

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101oz

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Long and Luxe Strengthening Shampoo is a sulfate-free cleansing shampoo from As I Am formulated to clean hair and scalp while reinforcing strand strength, using hydrolyzed lupine protein and biotin rather than harsher sulfate surfactants. It's built for curly, coily, and kinky hair types, including color-treated and chemically relaxed hair.

Sulfate-free formula intended to cleanse without stripping natural oils
Hydrolyzed lupine protein and biotin support strand strength
Pomegranate and passionfruit juice, aloe vera leaf juice for added moisture during cleansing

How to use: Work into wet hair and scalp, massage for about five minutes, then rinse thoroughly. Repeat if hair needs a second cleanse.

Curly, coily, and kinky-textured hair types (As I Am specifically positions this for type 2C and coilier textures) looking for a gentler cleanse than a sulfate shampoo, including color-treated or chemically relaxed hair. Suitable for everyday users at any experience level — it's a straightforward wash-day step, not a specialty treatment.

Curly and coily hair loses moisture and strength faster than straighter textures, and sulfate shampoos accelerate that by stripping natural oils along with dirt. This shampoo trades sulfates for a milder surfactant system built around hydrolyzed lupine protein and biotin, aiming to clean the scalp and reinforce strands in the same step rather than requiring a separate strengthening treatment.

Apply to soaking wet hair and scalp, working it into a lather with the palms rather than piling hair on top of the head. Massage the scalp specifically — that's where product buildup and oil concentrate — for about five minutes, then rinse thoroughly. If hair was heavily product-laden going in, a second, shorter application clarifies more effectively than one long wash.

Pros: sulfate-free base is gentler on color-treated and chemically relaxed hair than a traditional cleansing shampoo, and the reduced stripping helps with detangling on the next step. Biotin and hydrolyzed lupine protein target strand strength rather than just surface shine.

Cons: sulfate-free shampoos generally lather less and can leave more residue on very oily scalps without a second wash. As with most protein-containing shampoos, very fine or low-porosity hair can feel weighed down if used too frequently.

Aqua/Water/Eau, Aloe Barbadensis Leaf Juice, Disodium Cocoamphodipropionate, Trideceth-7 Carboxylic Acid, Disodium Laureth Sulfosuccinate, Cocamide MIPA, Polysorbate 20, Punica Granatum (Pomegranate) Fruit Juice, Glycerin, Passiflora Edulis (Passion Fruit) Juice, Hydrolyzed Lupine Protein, Serenoa Serrulata Fruit Extract, Linum Usitatissimum (Linseed) Seed Extract, Melia Azadirachta Leaf Extract, Glycyrrhiza Glabra (Licorice) Root Extract, Camellia Sinensis Leaf Extract, Betaine, Royal Jelly, Niacinamide, Phytosterols, Caffeine, Biotin, Trifolium Pratense (Clover) Flower Extract, Equisetum Hiemale Extract, Urtica Dioica (Nettle) Extract, Cola Acuminata Seed Extract, Piroctone Olamine, Hydroxypropyl Methylcellulose, Maltodextrin, Acacia Senegal Gum, Polyquaternium-7, Polyquaternium-10, Phenoxyethanol, Caprylyl Glycol, Citric Acid, Fragrance/Parfum, Beta Vulgaris (Beet) Root Extract, Sodium Benzoate, Ethylhexylglycerin, Tetrasodium EDTA, Silica, Red 33, Polyacrylamide, Benzyl Benzoate, Limonene, Linalool.

As I Am Long and Luxe Strengthening Shampoo

As I Am Long and Luxe Strengthening Shampoo

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