Brooklyn-based haircare brand amika is now available in the UK, bringing its range of professional hair products that encourage creativity and promote healthier hair to our shores for the first time.

About The Brand

The brand, founded in 2007 and well-known in America for its vibrant signature pattern, has an ongoing mission for a lifestyle of self-expression and hair rebellion against conformity and the mundane. Alongside the launch into the UK, amika has rebranded with new look packaging for a clear, recognisable identity across all of its product ranges.

Nine Collections

While the brand’s vibrant signature pattern and existing formulas remain throughout the line, the custom created packaging on the cylindrical bottles, all designed in-house by amika’s Creative Director, Vita Raykhman, are now separated into nine collections designated by primary usage – Signature, Curl, Repair, Color, Blonde, Smooth, Texture, Volume and Hold – with each having a distinctive colour scheme to help ensure they are easily identifiable.

 

Signature Pattern

“amika’s signature pattern was designed to be fun and something worth displaying in your bathroom and it has been pivotal to the company’s success and differentiation as it has successfully evoked an emotional connection with our audience and has made the brand instantly recognisable, and impossible to ignore,” states Chelsea Riggs, amika’s Brand President. “However, as the line continues to grow, we looked to design a system which would be easier to differentiate within the line, while also strengthening its appeal and positioning in order to help make the brand even more iconic.”

Inclusion + Positivity

Each amika product goes through rounds of naming, which involves the entire amika staff of beauty junkies coming up with ranges including Normcore (the signature shampoo and conditioner), Burst Your Brass (blonde haircare range) and The Wizard (a detangling primer) – this is one brand which believes in a totally individual version of beauty. The result is a culture of inclusion and positivity. amika boasts a strong female-lead team, with 86% of the overall team and 57% senior management.

Super Fruit

All haircare products are powered by properties of the “super fruit” Sea Buckthorn Berry. Native to Siberia, Sea Buckthorn Berry – also known as Obliphica – faces some of the harshest environmental conditions on Earth and must fortify itself against the elements with an arsenal of powerful nutrients.

Nourish + Protect

Sea Buckthorn Berry contains Omegas 3, 6, 7 and 9, as well as a powerful concentration of vitamin C, and over 190 biologically active compounds that work to nourish and protect the hair. Each product has been infused with the signature amika fragrance—an intoxicating blend of warm vanilla, fresh citrus and spicy sweet clover.

To find out more about the brand, visit Love Amika here.