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Side by side

As I Am Coconut CoWash Cleansing Conditioner vs As I Am Long & Luxe Growash

54% function match · 5 of the 12 functions we compared match Formula overlap 22%. As I Am Coconut CoWash Cleansing Conditioner and As I Am Long & Luxe Growash share 4 ingredients among each other's most prominent.

Based on your consultation

Which of these fits your hair?

We check your pattern, moisture need, scalp, fragrance tolerance, weight sensitivity and more against each formula — and say which one lines up.

Your profile at a glance

  • Your answers appear here
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When each one is the right call

What each formula is built for, from its own ingredient list.

  • Coconut CoWash Cleansing Conditioner — colour-treated hair
  • Long & Luxe Growash — flaking scalps

Side by side

Every trait, aligned

One row per trait, read from each product’s own ingredient list and record. A dash means we have not researched that field for that product — it is not a “no”.

Trait
As I Am Coconut CoWash Cleansing Conditioner — 16 oz container As I Am

Coconut CoWash Cleansing Conditioner

  • Co-wash
  • Drugstore
  • Sulfate-free
  • Silicone-free
As I Am Long & Luxe Growash — 8 oz container As I Am

Long & Luxe Growash

  • Co-wash
  • Drugstore
  • Sulfate-free
  • Silicone-free
Price, size & price per ounce
$8.99 16 oz · $0.56/oz
$10.95 8 oz · $1.37/oz
Value / price positioning
Lower cost than most co-washes $$$$$ Drugstore tier · costs less than 96% of the 95 co-washes we’ve priced
Priced with its peers $$$$$ Drugstore tier · costs less than 71% of the 95 co-washes we’ve priced
Best for hair types
Wavy–Coily Co-washes, curl creams, and gels are built around wave and curl. Your hair
Wavy–Coily Co-washes, curl creams, and gels are built around wave and curl. Your hair
Moisture level Differs
Moderate Humectants in the working part of the formula. Your hair
High Humectants near the top — water-binding is a headline mechanism here. Your hair
Cleansing strength Same
None No detergent — the conditioners do the cleaning. Your hair
None No detergent — the conditioners do the cleaning. Your hair
Slip / detangling Differs
High Conditioning agents sit high in the list — this is a detangling formula. Your hair
Little Nothing here is built to reduce combing force. Your hair
Weight on hair
Medium Middle of the range — noticeable on fine hair, light on coarse hair. Your hair
Medium Middle of the range — noticeable on fine hair, light on coarse hair. Your hair
Fragrance
Present Fragrance is listed; it sits below the working ingredients. Your hair
Present Fragrance is listed; it sits below the working ingredients. Your hair
Protein Differs
None No protein or amino acids in the list. Your hair
Minor Protein appears, low enough to be a supporting ingredient. Your hair
Silicone / wax buildup Differs
None Nothing here needs a detergent wash to remove. Your hair
High Water-insoluble silicones or waxes: a detergent wash is what removes them. Your hair
Clarifying wash needed
Moderate Your hair
High Your hair
Oils and butters Differs
Present, high in the list Oils sit high in the list — a softening, coating formula. Your hair
Rich Butters near the top: a heavy, softening formula. Your hair
Formula completeness
out of 10
Complete for its job
out of 10
Covers the core
Who should choose this
  • Colour-treated hairthat fades faster in a sulfate wash
  • Protein-sensitive hairthat stiffens when protein is added
  • Frequent washerswho want gentler cleansing
  • Maximum slipfor hair that tangles the moment it is wet
  • Flaking scalpsthis carries an over-the-counter active
  • Colour-treated hairthat fades faster in a sulfate wash
  • Frequent washerswho want gentler cleansing
  • Dry, thirsty hairhumectants and emollients both sit up front
Why you might skip it
  • Scents bother youthis product carries a scent
  • A squeaky-clean feelthis deliberately leaves conditioning behind
  • Regular clarifyingthere is no detergent here to clear residue
  • Scents bother youthis product carries a scent
  • A squeaky-clean feelthis deliberately leaves conditioning behind
  • Regular clarifyingthere is no detergent here to clear residue
from the formula stated by the brand reported by reviewers Scale: 1 dot low · 5 dots high, within this product type.
More facts about each one
Type
Co-washcream
Co-wash
Line
—
Long & Luxe
Where to buy
Target · Beauty supply · Brand website
Brand website
Free of
  • sulfate-free
  • silicone-free
  • protein-free
  • curly-method compatible
  • sulfate-free
  • silicone-free
  • curly-method compatible
Vegan
—
Not vegan · ingredient list
Cruelty-free
Cruelty-free · PETA-listed
Cruelty-free · PETA-listed
Scent
Coconut & tropical
Scented, not described
How often
every wash
—

Facts as we recorded them. A dash means we have not researched that field for that product — it is not a "no".

The bottom line

The bottom line depends on your hair

Which of these two suits you is a question about your hair, not about them. The consultation answers it — and tells you what your routine needs around it.

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The detail behind the table

Where the readings above come from: the ingredient lists themselves, each brand’s claims checked against them, what owners report, and cost per ounce in context.

Shared and distinct ingredients

Shared and distinct ingredients

Computed from the ingredient lists as printed. "Shared" means both lists carry it; where it sits on each label is stated, because position is what tells you how much.

What both formulas carry

IngredientCoconut CoWash Cleansing ConditionerLong & Luxe Growash
Water
Neutral
#1Leading
#1Leading
Cetearyl Alcohol
Softens
#4Supporting
#7Supporting
Cocos Nucifera (Coconut) Oil
Softens
#5Supporting
#10Secondary
Ricinus Communis (Castor) Seed Oil
Softens
#6Supporting
#6Supporting
Fragrance
Fragrance
#17Below the 1% line
#30Below the 1% line
Caprylyl Glycol
Moisturizes
#19Below the 1% line
#28Below the 1% line
Phenoxyethanol
Stabilizes
#20Below the 1% line
#27Below the 1% line
Glycerin
Moisturizes
#23Below the 1% line
#2Leading

What only one of them carries

Coconut CoWash Cleansing Conditioner

Long & Luxe Growash

Full ingredient list — Coconut CoWash Cleansing Conditioner (25)
Full ingredient list — Long & Luxe Growash (43)

Claims check

What each brand says, against what each formula shows

Claims are quoted from each brand. We only mark one supported, partly supported, or conflicting when that product’s ingredient list actually speaks to it.

VerdictsCoconut CoWash Cleansing ConditionerLong & Luxe Growash
Supported
0
0
Partly supported
0
0
Stated by brand
4
3
Potential conflict
2
0

Coconut CoWash Cleansing Conditioner

  • A cleansing conditioner perfect for regular cleansing of curly hair without disrupting natural balanceStated by brandCan’t be confirmed from label.
  • Light, no-suds technology gently removes sebum and product buildupPotential conflictToo gentle for real build-up.
  • Safe for keratin treatments and prolongs their effectiveness by gently cleansing without stripping crosslinksPotential conflictNot in the ingredient list.
  • Requires 55% less force for combingStated by brandOnly the brand’s testing shows this.
  • Vegan and cruelty-freeStated by brandWorth checking on the label.
  • Paraben, silicone, sulfate, phthalate and gluten-freeStated by brandCan’t be confirmed from label.

Long & Luxe Growash

  • Improves scalp moisture by 57%.Stated by brandOnly the brand’s testing shows this.
  • 88% removal of Impurities in One Wash.Stated by brandOnly the brand’s testing shows this.
  • Increase Hair Strength by 7%.Stated by brandOnly the brand’s testing shows this.

What owners say

What people report

Recurring themes our researchers wrote in their own words from sourced reviews. We do not store or scrape star ratings, and we never balance one product’s themes against another’s by inventing them.

Both praised for moisture and how it cleanses.

Coconut CoWash Cleansing Conditioner

Named as a detangler after protective styles — reviewers describe using it to soften and loosen hair coming out of braids, and on locs to restore moisture after swimming

coily type 4 reviewers, verified buyers

The coconut scent is volunteered as a reason to like it, and reviewers pair it with no buildup and visible shine between wash days

brand-site reviewers across wavy and curly types

Fine and chemically processed hair reports it cleans and moisturises in one step without flattening, with several saying they can skip a separate conditioner

wavy type 2 reviewers, including permed and highlighted hair

Reviewers repeatedly say they were skeptical a no-lather product could clean, and report it does cleanse without leaving hair stripped

brand-site reviewers, wavy type 2 and curly type 3

Long & Luxe Growash

Reviewers with a dry scalp specifically report moisture relief from this product.

Reviewers with dry scalp

Several reviewers describe it as a staple in their regular co-wash routine for curly/textured hair, valuing that it cleanses without stripping moisture.

Regular co-wash users, curly/textured hair

Reviewers report it delivers a genuinely hydrating cleanse, getting hair truly clean without the dryness they associate with regular shampoo.

General reviewer base, several noting weekly wash-day use

At least one reviewer liked the scent but found the consistency thinner and less foaming/lathering than they expected from a cleansing conditioner.

Single reviewer, first-time in this sub-line

Price check

Cost per ounce, in context

Cost per ounce against every product of this type we have priced, each at the size it is most often sold in. Value labels are computed from that percentile and from how many products that do the same job cost less; they are comparisons, not judgements about a brand.

$0.56/oz vs $1.37/oz — As I Am Long & Luxe Growash costs about 2.4× more per ounce than As I Am Coconut CoWash Cleansing Conditioner.

$0.37/oz median $2.00/oz $8.63/oz $0.56/oz Coconut CoWash Cleansing C $1.37/oz Long & Luxe Growash

Every mark sits on one distribution because these are compared against the same set: 95 co-washes with a computable unit price.

Value readCoconut CoWash Cleansing ConditionerLong & Luxe Growash
Label
Lower cost than most co-washesCosts less per ounce than most co-washes we have researched.
Priced with its peersSits in the middle of the range for co-washes per ounce.

Computed from cost per ounce against every product of this type we have priced, and from how many products that do the same job cost less. It is a comparison, not a judgement about the brand.

Compare with something else

Close formulas to each of these, as their own comparison pages.

Coconut CoWash Cleansing Conditioner vs Born Curly Cowash Cleansing ConditionerAs I Am · 92% function matchLong & Luxe Growash vs CoWash Me Cleansing ConditionerAlikay Naturals · 74% function matchCoconut CoWash Cleansing Conditioner vs Born Curly CowashAs I Am · 92% function matchLong & Luxe Growash vs KeraCare CurlEssence Coconut Co-WashAvlon · 74% function matchCoconut CoWash Cleansing Conditioner vs Creamy Curly Co-Wash with Coconut & AloeTaliah Waajid · 92% function matchLong & Luxe Growash vs Co-Wash Cleansing ConditionerGeologie · 71% function matchCoconut CoWash Cleansing Conditioner vs Co-Wash Clean Locks Cleansing Conditioner BarNature Skin Shop · 92% function matchLong & Luxe Growash vs Coconut Shea Cleansing CoWashEden BodyWorks · 71% function match

Coconut CoWash Cleansing Conditioner · Long & Luxe Growash · All co-washes in the library

How this page was made

  • This page is assembled from the same researched records the individual product pages render: identity, each ingredient list as printed, each brand's own claims, dated price observations, and review themes written in our researchers' own words. Nothing on it is written per comparison.
  • We do not rank these against each other. Which of them suits you depends on your hair, and that is what the consultation works out.
  • The formula similarity percentage is a stored, precomputed number: position-weighted overlap of the two ingredient lists blended with agreement on the attributes we derive. It measures how alike two formulas are, not how well either works.
  • The value band is a fixed label over two stored numbers: this product’s cost per ounce as a percentile of every product of this type we have priced, each at the size it is most often sold in, and how many products we score as doing the same job cost at least a quarter less per ounce.
  • The "Is this right for you?" panel reads only your own consultation answers, and it applies exactly the filters our recommendation engine applies. It is computed when you load the page and is never stored on it.
  • 10 sources were consulted across the products on this page.
  • Ingredient order tells you relative amount only above roughly 1%. Prices are observations on the dates shown and change without notice. We do not sell these products and take no placement fees.
  • This is cosmetic information, not medical advice, and nothing here diagnoses or treats a health condition.

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