As I Am Long & Luxe GroWash

Cleanse your curls while keeping moisture and length retention in focus with As I Am Long & Luxe GroWash, a rich cleansing crème conditioner designed to gently remove impurities while moisturizing the hair and scalp. Glycerin, aloe vera and betaine provide hydration support, helping hair retain moisture and stay softer and more flexible through the cleansing process. A nourishing blend of castor oil, coconut oil, shea butter and cocoa butter provides lipid-rich conditioning that helps soften dry strands, improve manageability and reduce the rough feel associated with moisture loss. Hydrolyzed lupine protein provides protein-based conditioning to help reinforce and strengthen the feel of the hair, while panthenol adds additional moisture and softness. The formula also features pomegranate and passion fruit, alongside niacinamide, caffeine, biotin and botanical extracts as part of As I Am's Long & Luxe hair and scalp-focused blend. Unlike a traditional shampoo, GroWash combines gentle cleansing and conditioning in one step, making it particularly useful when you want to refresh your scalp without an overly stripping cleanse. According to As I Am's lab testing, GroWash removes 88% of impurities, improves scalp moisture by 57%, increases hair moisture by 11% and increases hair strength by 7%.

How to Use + Best For

Completely wet the hair, rub a generous amount of As I Am Long & Luxe GroWash between your palms and distribute it thoroughly through the hair and scalp. Massage the scalp with your fingertips as you would with a traditional shampoo, work the product through the lengths, gently detangle with a wide-tooth comb and rinse thoroughly; repeat if additional scalp cleansing or buildup removal is needed. GroWash is suitable for wavy, curly and coily hair, including Type 2/2C, and is especially helpful for dry, thick or moisture-seeking textures that prefer a gentler cleanse between shampoo days. Based on its rich combination of humectants, oils and butters, it can be particularly beneficial for medium-to-high porosity hair, while fine or low-porosity hair may prefer less frequent use and periodic shampooing to prevent buildup. It is also suitable for colour-treated and chemically relaxed hair, according to As I Am.

Take Khair Tip: Think of GroWash as your gentle moisture-focused cleanse—not your only cleanser; if your curls begin feeling coated, heavy or less responsive to styling products, incorporate a deeper-cleansing shampoo to reset buildup.

Key Benefits: Removes 88% of impurities • 57% improved scalp moisture • 11% increased hair moisture • 7% increased hair strength • Gently cleanses + conditions • Helps detangle • Moisturizes hair & scalp • Sulfate-free • Paraben-free

Best For: Wavy, curly & coily hair • Dry & moisture-seeking hair • Medium–high porosity* • Thick & coarse textures • Gentle cleansing between shampoo days • Colour-treated & chemically relaxed hair

Key Ingredients: Pomegranate • Passion Fruit • Aloe Vera • Castor Oil • Shea Butter • Cocoa Butter • Coconut Oil • Hydrolyzed Lupine Protein • Glycerin • Betaine • Niacinamide • Panthenol

Ingredients: Aqua/Water/Eau, Glycerin, Aloe Barbadensis Leaf Juice, Punica Granatum Fruit Juice, Hydrogenated Vegetable Oil, Ricinus Communis (Castor) Seed Oil, Cetearyl Alcohol, Butyrospermum Parkii (Shea) Butter, Theobroma Cacao (Cocoa) Seed Butter, Cocos Nucifera (Coconut) Oil, Polysorbate 60, Cera Alba/Bees Wax/Cire D'abeilla, Passiflora Edulis Fruit Extract, Hydrolyzed Lupine Protein, Linum Usitatissimum (Linseed) Seed Extract, Betaine, Niacinamide, Caffeine, Biotin, Trifolium Pratense (Clover) Flower Extract, Equisetum Hiemale Extract, Urtica Dioica (Nettle) Extract, Cola Acuminata Seed Extract, Hibiscus Rosa-Sinensis Flower Extract, Panthenol, Tocopheryl Acetate, Phenoxyethanol, Caprylyl Glycol, Piroctone Olamine, Fragrance/Parfum, Beta Vulgaris (Beet) Root Extract, Sodium Benzoate, Ethylhexylglycerin, Aminomethyl Propanol, Maltodextrin, Citric Acid, Polyacrylamide, Carbomer, Citral, Benzyl Benzoate, Limonene, Linalool, Red 33/CI 17200.

*Porosity recommendation is based on the product's rich formulation rather than an official As I Am porosity classification.

• Shipping Area: We currently ship within Canada.
• Free standard shipping on orders over $70.
• $9.99 standard shipping for orders under $70 in Ontario.
• $14.99 standard shipping for orders under $70 for the rest of Canada.
• Shipping Calculation: Shipping costs are calculated after discounts have been applied and before tax is added.
• Order Processing Time: Please allow 1-3 business days for order processing, excluding weekends and holidays.
• Shipping Time: Delivery within 3-5 business days from the shipment date.