Founded in 2007 and just launching into the UK. Amika brings it’s range of professional hair care products for self – expression, hair rebellion, encouraging creativity, against conformity and of course healthier looking hair. The vibrancy signature pattern runs though out the brand line. Which is far from mundane or boring, it’s the kind of product you want to display in your bathroom.
Creative Director Vita Raykhman designed the custom made designs that are separated into nine collections, Curl, Repair, Colour, Blonde, Smooth, Texture, Volume and Hold. Each has a distinctive colour scheme so easy to identify for the buyer.
Apparently the naming of each product goes through strict staff approval who happen to be self confessed beauty junkies. Normcore ( signature shampoo and conditioner), Burst your Brass (blonde haircare range), and The Wizzard ( detangling primer) this is one brand that believes in a totally individual version of beauty and it’s message is of positivity and inclusion. 86% of it’s team are female with 57% in senior management roles.
Ingredients include the “Super Fruit” Sea Buckthorn Berry, Native to Serbia (known as Obliphica) grows in the harshest environmental conditions on Earth so fortify’s itself with 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.