Want avant-garde hair? Fancy trying something new? Luxury haircare brand, amika, has just arrived in the UK and it is something you NEED in your bathroom.
‘amika was founded by industry outsiders in Williamsburg, Brooklyn in 2007 and is the antithesis of a typical beauty brand’
amika is an independent professional line of haircare products that strive for unconventional beauty. What is unconventional beauty? Its individuality and self-expression! The desire to rebel against conformity and the mundane and create your own definition of beauty. Here at Croznest we are constantly on the lookout for haircare products that challenge what it is to be beautiful and we might have found exactly that.
The amika team thrive of uniqueness and choose to stand by 5 things;
- Experimentation over perfection
- Fun over elite
- Individuality over conformity
- Collaboration over ego
- Hair over clothes
Their can-do, positive and confident attitude is mirrored throughout their products.
The brands packaging embodies a design with unique shaping and colour for a signature pattern that will catch anyone’s attention. It reflects a culture of inclusion and positivity.
The amika range includes products designed for all types of hair, debuting nine collections: Signature, Curl, Repair, Color, Blonde, Smooth, Texture, Volume and Hold. Examples include; Normcose (the signature shampoo and conditioner), Burst Your Brass (blonde haircare range) and The Wizard (a detangling primer).
Each haircare product is powered by properties of the ‘super fruit’, Sea Buckthorn Berry. As a ‘miracle berry’, it has a wide range of nutrients that help protect the hair. It contains Omegas 3, 6, 7 and 9, together with a powerful concentration of Vitamin C and over 190 biologically active compounds that work to nourish and protect the hair. Along with this, each product is infused with amika’s unique fragrance, a gorgeous blend of warm vanilla, fresh citrus and spicy sweet clover. This stuff is dreamy!
But wait, it gets better. The products are vegetarian-friendly, cruelty free and free from sulphates! Not only are you getting fab hair with amika products, you are buying into a greater cause that still delivers high performance results.
Now we can’t end this feature without mentioning our favourite product. It has to be amikas ‘perk up’ dry shampoo. This dry shampoo is a talc-free, true dry cleanser that absorbs oil and refreshes hair with natural rice starch and manages to leave absolutely no white residue whatsoever! We LOVE it!
amika is working towards purveying a version of beauty that is idiosyncratic and individual and we absolutely adore it. I mean, what is not to love?
Words by Marianna Gould