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 British shores for the first time.
The brand, founded in 2007 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.
While the brand’s 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.
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.
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. 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.
Products are individually priced between £10 – £21.95 each. Available in amika salons nationwide and online at Birchbox.