As I Am’s Curl Color Boldly Transformed and Defined My Hair

I'll be reaching for this vegan coloring gel whenever I want to switch up my look

As I Am What's this?
As.I.Am Curl Color

I've never colored my hair, but I've thought about doing it dozens of times. I've vividly imagined going into the salon with my dark brown locks and leaving with a new fun color like an electrifying copper. What's held me back from booking an appointment with a colorist is my fear that the dye will harm my curls. I dealt with heat damage throughout middle and high school, and in the years since then, I've focused on nursing my hair back to health (think: limited heat styling, protective styles, and refraining from using harsh chemicals). Because of this, I've recently begun exploring temporary hair color products. 

Enter: As I Am's Curl Color, a vegan coloring gel specifically for curly hair. The product allowed me to live out my colored hair dreams sans commitment or damage to my hair. Ahead, I breakdown my experience with the product and how it worked for my curls. Keep scrolling to read my honest review.


  • Provides medium curl definition
  • Non-greasy, flake-free
  • Easy-to-use


May stain or transfer during the application process

Bottom Line:

As I Am's Curl Color transformed my curls, delivering vibrant temporary color and unbelievable definition.

Fast Facts:

  • Best for: Natural hair
  • Uses: Temporary hair color 
  • Star Rating: 4.8
  • Active ingredients: Jamaican black castor oil, ceramides
  • Clean?: Yes
  • About the brand: As I Am formulates organic and natural products for naturally curly hair.

About My Hair:

Olivia hair (before)

Long, thick, and curly

I've had thick, long hair since I was a toddler. My curl pattern falls within the type 3 range and is prone to dryness. Growing up, my mom and I didn't really understand how to care for my curls, so I often wore my hair in braids or straightened. By the time I wanted to embrace my natural texture, I had faced a bit of a learning curve. I had to figure out what products worked best for my curl type while dealing with heat damage.

Today, I'm proud of where I am on my hair journey. My curls are much healthier, and I have a better understanding of how to maintain them. As mentioned above, I've never colored my hair out of fear of damaging it. So, I was thrilled to temporarily (and safely) experiment with the As I Am Curl Color. 

The Feel:

A thick, gel consistency

This product boasts a gel consistency. When I scooped it out, I was curious to see how it would mesh with my curls because it is heavier than most gels I use. However, as I ran the product through my curls, it distributed nicely and they didn't feel weighed down.

The Delivery Method / Packaging:

Housed in a jar

Since this was my first time using any hair coloring product, I read the instructions carefully. The brand recommends using gloves (it may stain your skin while applying) to scoop out a generous amount of product from the jar and apply it to your hair. 

The Results:

Vivid color and enhanced curl definition 

I thoroughly cleansed and conditioned my hair before applying the Curl Color in Bold Gold. Using a cotton t-shirt, I then squeezed the excess water from my curls as it's best to apply the product to damp or dry hair. When I started adding the product to my hair, I wrapped a towel around my shoulders as the color could transfer during the application process. I pulled my hair into four sections and ran the color through my hair until it was visibly bright and saturated. 

Once I covered my entire head with color, I used a handheld dryer to ensure it was set. As my hair dried, the golden brown color became more vivid. I couldn't stop admiring the color in the mirror, and my new look earned immediate compliments from my family. Aside from the impressive color saturation, I loved how defined my curls appeared. Though the Curl Color has a thick consistency, it didn't weigh down my curls or make them sticky. Instead, they were bouncy, beautifully defined, and moisturized, thanks to the inclusion of Jamaican black castor oil and ceramides in the product's formula. 

I left the color in my hair for five days and made sure to wear a bonnet to bed each night to prevent any potential transfer to my sheets. The pigment began to slightly fade by day three, but the color largely remained noticeable. It is also worth noting the color didn't rub off on my hands when I refreshed it with spritzes of conditioner.  

The Value:

Worth it

At $8, this product's price is on par with most temporary hair colors on the market. For this price, you get six ounces of product. If you have long, thick hair, you'll end up using most of the jar. I was left with enough to do one more light application. Even though you might run through the product quickly, Curl Color's affordable price point makes it easy to stock up again without breaking the bank.

Similar Products:

You've got options

Curls Unleashed Color Blast Temporary Hair Makeup Wax: Similar to As I Am's Curl Color, the Curls Unleashed Color Blast Temporary Hair Makeup Wax ($10) will deposit temporary pigment to the hair. It is available in a wide variety of shades and is paraben-free, sulfate-free, and cruelty-free. However, it is not certified vegan like the As I Am Curl Color. 

Final Verdict:

As I Am's Curl Color is a miracle product for people like me who want to play with hair color but don't want to deal with harsh bleaches or lighteners. It added bold color to my curls while simultaneously enhancing definition. Long story short: I'll be reaching for Curl Color whenever I want to switch up my look quickly.

Curl Color Bold Gold
As I Am Curl Color in Bold Gold $7.99