Cult US Hair Brand Amika launching in the UK

One of the most in demand and cult hair brands in the USA, Amika, is now making its way to the UK.  Cleverly marketed and adding quirk to your bathroom shelf.

Styled to be a fun and vibrant addition to your hair routine the packaging was specifically designed to be fun and have a broad audience appeal and look good whilst doing it.  The geometric shapes and quirky pastel color create an emotive response that people love, given them a more personal feel that makes the range such a hit with consumers.

Amika Hair Care UK Launch
Amika Hair Care UK Launch

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.

Something that is notable is the actual ingredients are not just about bamboozling the user or dragging you into a mess of working out what you need for your hair type.

All the hair care products are powered by “superfruits” such as Sea Buckthorn Berry. Native to Siberia, Sea Buckthorn Berry – also known as Obliphica – face some of the harshest environmental conditions on Earth and must fortify itself against the elements with an arsenal of powerful nutrients.

Creating a cult brand is no easy feat and the team at Amika have done exactly that and are set to create an even bigger storm here in the UK with their delectable hair care range.

Available in Amika salons nationwide and online at or

Follow @amika_uk on Instagram and Facebook.


commercial makeup artist

JamesC is an artist. Starting his career in make up design and hairdressing at the King's Theatre, Scotland, he has since built a solid career across the UK and South Asia, becoming a respected figure in the creative arts and media. With a reputation for clean, simple, commercial make up, and having worked extensively in film and TV, fashion and print, as an all round media make up designer, JamesC is known for his artistic flair and for consistently demonstrating his keen ability to successfully interpret the client's brief. As comfortable in front of the camera, as he is behind the scenes, he has also successfully appeared as a character actor, in a variety of projects. JamesC is also a respected columnist and contributor for several online publications."

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