Amika was founded by industry outsiders in Williamsburg, Brooklyn in 2007 and is the antithesis of a typical beauty brand. Instead of purveying unattainable perfection we believe in an idiosyncratic and totally individual version of beauty. The result is a culture of inclusion and positivity, all while delivering puddles of fun and a sunny disposition from looking at our packaging.

Amika products are like a good friend – straightforward, dependable, and fun to spend time with. They are kind-of obsessed with this “super-fruit” Sea Buckthorn Berry, so they include it in every haircare and styling product.

They are always on a quest for new technologies and ingredients to deliver high-performing products – even replacing ingredients when better alternatives are available. Their products are vegetarian-friendly, cruelty-free and free from* sulfates, MIT, MCI, Phthalates and artificial colors.