up to ... the stars
From the iAM4u laboratories comes the new styling & finish line: UP.
UP represents a philosophy: to inspire and encourage people to express their creativity and reach new heights of style.
Create, shape, and define in a unique and original way.
With the UP line, we want to offer a styling experience that allows you to exceed your limits and express your uniqueness in a creative, bold, and sophisticated way.
The line consists of a variety of products designed with the aim of excelling, guaranteeing results and performance “above” market standards, thanks to cutting-edge technologies and the quality of natural and vegan-friendly raw materials.
UP is much more than just a product line; it is an invitation to explore new possibilities, to dare, and to create extraordinary looks.
10 PRODUCTS TO MEET ALL YOUR NEEDS:
- CURL Kiss
- SEA Salt
- THERMO Protector
- ROOT Boost
- SMOOTHING Serum
- STRONG FIX Hairspray
- VOLUMIZING Mousse
- SHINE MIST Hairspray
- MATT Wax
- POLISH Wax

CURL Kiss - No more frizzy curls!
WHAT IT IS
A lightweight leave-in cream for curly hair.
RESULTS
This leave-in treatment not only shapes curls but also controls frizz and static electricity, with an anti-humidity effect. It provides a high level of hydration without weighing down the hair and contains active ingredients that protect the color. The fragrance remains pleasant for a long time.
SPECIAL INGREDIENTS
Jojoba Oil: Jojoba oil is known for its nourishing and protective properties for hair, especially if dry and damaged. It is also suitable for oily hair as it helps to decongest hair follicles and regulate sebum production.
Babassu Oil: It has the ability to nourish, protect, and soften tissues, making it particularly suitable for dry and dull hair and scalp. Babassu oil helps restore dry and damaged hair to its natural shine. It is especially recommended during the summer season as it protects against UV rays and the negative effects of saltwater.
Argan Oil: Argan oil has the power to reconstruct and nourish the hair. Rich in vitamin E and antioxidants, it repairs hair and nourishes the scalp. Also known as Morocco’s liquid gold, it nourishes, hydrates, and seals split ends.
HOW TO USE
Distribute the desired amount of cream between your hands and apply it to damp hair. Proceed with the desired styling using a diffuser and/or hairdryer, using your hands for assistance. It can also be used on dry hair as a finish for a stronger effect.
100 ml

SEA Salt - Like a day at the beach!
WHAT IT IS
A salt spray that defines hair, giving it a look like after a day at the beach.
RESULTS
Provides a “beach waves” effect for over 24 hours and is suitable for all hair types. It allows you to create waves and natural movement using only your hands, thanks to the salt that acts as a texturizer, defining the waves, giving a soft shape, and adding volume without weighing down the hair. It also perfumes the hair with a fresh and captivating essence.
SPECIAL INGREDIENTS
Panthenol: In addition to providing intense nourishment to the hair, it is known for its emollient and soothing action on the scalp, capable of relieving itching and irritation while providing freshness. It maintains proper hydration of hair and skin, preventing the weakening of the hair shaft. It gives great strength to hair structure and protects hair from environmental and heat damage. It combats frizz and makes hair silky, soft, and shiny.
Aloe Vera, Birch, Chamomile, Nettle, Burdock, Hops, Sage, Camellia, Henna, Millet, Provitamin B5, Biotin, and Niacin: A rich blend of natural ingredients that ensure nourishment for the scalp and hair, improve blood circulation, and give hair a healthy appearance. These valuable ingredients provide nourishment that enhances hair shine, protects the hair fiber, and smooths the cuticle. They strengthen hair roots and stimulate growth. Additionally, it is non-irritating and offers hydration, emollience, film protection, free radical elimination, and anti-inflammatory activity. Free from parabens and silicones.
HOW TO USE
After shaking the product well, spray it on dry or slightly damp hair, then style with your hands to achieve a natural effect.

THERMO Protector - Protection & Shine!
WHAT IT IS
A thermal protective spray.
RESULTS
This formula protects hair from damage caused by high temperatures, keeping it healthy, strong, and extremely shiny. It also protects the color by creating a hydrophobic shield and preventing pigment loss. Enriched with a complex of plant extracts and vitamins, it ensures nourishment, vitality, and protection for the hair while giving it an intense fragrance.
SPECIAL INGREDIENTS
Panthenol: Besides providing intense nourishment to the hair, Panthenol is known for its emollient and soothing action on the scalp, capable of relieving itching and irritation while providing freshness. It maintains the proper hydration of hair and skin, preventing the weakening of the hair shaft. It gives great strength to the hair structure and protects the hair from environmental and heat damage. It combats frizz and makes hair silky, soft, and shiny.
Hydrolyzed Keratin: Being similar to the keratin naturally present in hair, it provides a protective, volumizing, and film-forming action. It is useful in products intended for hair stressed by prolonged use of dyes, aggressive shampoos, bleaching products, straighteners, mechanical stress, etc.
HOW TO USE
For maximum protection, it is recommended to use it before any styling involving thermal tools. Distribute the product on washed and towel-dried hair, then proceed with styling using a straightener or hairdryer. Thanks to its lightweight formula, it can be freely used in your daily routine, even on dry hair.
100 ml

ROOT Boost - Volume to the Top!
WHAT IT IS
A root volumizing spray.
RESULTS
Provides natural and effective volume to hair roots without toxic elements (alcohol-free), without weighing down the hair. It is a natural and effective setting spray to add volume to the roots. Additionally, this product serves as a “refresh” for the following day without needing to wash the hair. The fragrance is 100% natural. The hold is medium-level. It leaves no residue and is easily removed. When combined with CURL Kiss for curly hair, it extends the definition effect, ensuring a perfect hairstyle and well-defined curls. The product is 100% VEGAN and 98.5% NATURAL in origin.
SPECIAL INGREDIENTS
Caesalpinia Spinosa Gum: A white odorless powder obtained from the seeds of Caesalpina Spinosa, a tree native to Peru, commonly known as Tara. 100% plant-based, it is a natural gelling agent and an alternative to chemical thickeners. It provides a soft touch and a silky feel without a sticky effect.
Tilia Tomentosa Bud Extract: Acts as a volumizing agent for hair. Contains linden buds, which transform thin strands into voluminous hair with its high phytohormone content. Additionally, it is rich in polysaccharides, amino acids, and peptides. It increases the overall volume of hair by up to 466%. It offers hydration, protection, and shine. It enhances the moisture penetration capacity of the hair for flexibility and tensile strength. Moreover, it forms a natural film to coat and protect hair from external damage.
HOW TO USE
On clean hair, spray onto the roots, then shape the roots with the help of a hairdryer. It can also be used to add volume to curly or wavy hair by spraying the product throughout the hair.
100 ml

SMOOTHING Serum - The Secret to Beautiful and Healthy Hair!
WHAT IT IS
A leave-in smoothing, nourishing, and hydrating serum for dry and frizzy scalp and hair.
RESULTS
Disciplines, nourishes, and hydrates in one step. Reduces frizz and restores a healthy, radiant appearance. It has a significant restructuring function, regenerates, and makes hair soft and shiny, facilitating combability.
SPECIAL INGREDIENTS
Aloe Vera: Used in cosmetic and trichological treatments for its nourishing, hydrating, and antioxidant properties that help strengthen the scalp and prevent hair loss.
Shea Butter: Rich in vitamins, fatty acids, and minerals, shea butter deeply nourishes and hydrates skin and hair. It gives softness and shine to dull, lifeless hair, combating dryness and brittleness. Its anti-inflammatory properties make it an excellent nutrient for the scalp, promoting normal hair growth. It hydrates, nourishes, protects, soothes, and is also an excellent emollient and elasticizer. It protects hair from UV damage thanks to the presence of cinnamic acid, making it especially recommended during summer and vacations when hair is exposed to stressors like sun, salt, and chlorine. This precious natural product is also rich in vitamin E, which stimulates cell renewal; vitamin A, which protects and keeps hair healthy; and vitamin F, commonly known as omega-3, which prevents hair flaking. The vitamin complex as a whole helps repair damaged and fragile hair, preventing split ends.
HOW TO USE
Apply the product to washed and towel-dried hair using a comb, starting from the roots and covering the entire length of the hair. Then proceed directly with drying and desired styling.
100 ml

STRONG FIX Hairspray - Strong Hold!
WHAT IT IS
An extra-strong hold hairspray.
RESULTS
Provides perfect extra-strong hold. A formula created for long-lasting hold without drying out the hair. Perfect for both everyday use and special occasions. It is removed with a brush stroke without leaving residues.
SPECIAL INGREDIENTS
Argan Oil: Rich in vitamin E and antioxidants with the function of repairing and nourishing hair. Also known as Morocco’s liquid gold.
Ginseng: In Chinese, Ginseng means “man’s plant”; it was considered a remedy for all ills and has the property of giving strength and body to hair.
Green Tea: Protects cells from oxidation and limits damage caused by free radicals, including the acceleration of physiological cell aging induced by exposure to UV rays and pollution.
HOW TO USE
Apply Strong Fix Hairspray from a distance of 25–30 cm from the dry, finished hairstyle, or spray only locally as needed. Layer to increase hold. For extra hold, use the heat from a blow dryer to set the style.
300 ml

VOLUMIZING Mousse - Fabulous Curls!
WHAT IT IS
A mousse to define curls and add volume to your hair with extra-strong hold.
RESULTS
Defines curls and waves, adding volume to hair with extra-strong effectiveness. Curls are immediately defined, elastic, and shiny, with added hydration and support without weighing the hair down. Thanks to Castor Oil and Argan Oil, it creates a protective veil that not only provides a soft feel and silky appearance but also has a pronounced hydrating effect. It protects hair from humidity and heat sources. Its formula hydrates, conditions, facilitates brushing, and adds shine to the hair.
SPECIAL INGREDIENTS
Argan Oil: Rich in vitamin E and antioxidants with the function of repairing and nourishing hair. Also known as Morocco’s liquid gold.
Ginseng: In Chinese, Ginseng means “man’s plant”; it was considered a remedy for all ills and has the property of giving strength and body to hair.
Green Tea: Protects cells from oxidation and limits damage caused by free radicals, including the acceleration of physiological cell aging induced by exposure to UV rays and pollution.
HOW TO USE
Shake before use and invert to dispense the product. Apply to damp hair and proceed with drying and styling as desired.
300 ml

SHINE MIST Hairspray - Shine Bright!
WHAT IT IS
A long-lasting shine spray.
RESULTS
The final touch to give hair a unique shine effect. Also nourishes hair, protects it from humidity and weather conditions, facilitates combability, and disciplines without weighing it down.
SPECIAL INGREDIENTS
Argan Oil: Rich in vitamin E and antioxidants with the function of repairing and nourishing hair. Also known as Morocco’s liquid gold.
Ginseng: In Chinese, Ginseng means “man’s plant”; it was considered a remedy for all ills and has the property of giving strength and body to hair.
Green Tea: Protects cells from oxidation and limits damage caused by free radicals, including the acceleration of physiological cell aging induced by exposure to UV rays and pollution.
HOW TO USE
Spray onto hair from a distance of 25-30 cm until you achieve the desired shine. Use regularly to give your styling a healthy and glossy result.
300 ml

MATT Wax - Shape & Define!
WHAT IT IS
Innovative shaping wax with a matte, dry effect.
RESULTS
Defines and shapes hair naturally with an extra-shaping and invisible effect. Unlike traditional gel, it does not harden or stick the hair and helps prevent fine hair from becoming static. It offers long-lasting hold resistant to humidity, ideal for natural and trendy structured looks. Contains actives that ensure effective protection against oxidative stress damage. Leaves no residue. Suitable for all hair types.
SPECIAL INGREDIENTS
Quercus Petraea Fruit Extract: A plant-based complex rich in phenols with proven antioxidant activity for hair follicles and skin.
White Clay: A natural mineral rich in silica, known and appreciated for its purifying, mattifying, and softening properties. Clay also contributes to remineralizing and detoxifying hair.
–Bentonite: A naturally occurring clay from volcanic areas with high absorption capacity, capable of transforming water and moisture into a viscous gel. It is used in cosmetics as a gelling and stabilizing agent.
HOW TO USE
Warm the wax between your hands and apply to dry hair, defining individual strands.
50 g

POLISH Wax - Support!
WHAT IT IS
Shaping wax with medium hold and a glossy, dry effect.
RESULTS
Shapes hair without hardening or drying it out, offering long-lasting hold resistant to humidity. Ideal for messy, casual, or extreme looks, without stickiness and without a wet effect.
SPECIAL INGREDIENTS
Castor Oil, Carnauba Wax, Beeswax: A complex of plant-based ingredients designed to quickly protect and hydrate hair, providing structure and shine.
HOW TO USE
Warm the wax between your hands and apply to dry hair, defining individual strands.
50 g