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.
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.
Follow @amika_uk on Instagram and Facebook.