From frizzy to flat, curly to straight, finding a good shampoo and conditioner brand that caters to all hair types is a struggle - so when you do find products that leave your hair looking and feeling its best, you hold on so tight that you never want to let go.
Amika is one of those brands. Created in Brooklyn, New York City as a hair tool brand in 2007, Amika quickly expanded into styling, treatment, and care products in 2011 and never looked back.
Beloved by hairstylists and known for its signature bright and vivid packaging, Amika now boasts 10 collections for every hair type, texture, and style.
These include: repair, hydration, detox, smooth, colour, blonde, texture, volume, curl, and hold. The brand also offers a signature collection (which looks to nourish hair), and the option to create your own custom kits too.
As well as its products having thousands of five-star reviews, and being sold in salons, in Sephora, and on loveamika.co.uk, Amika’s products are feel-good too, as they have pledged to reach net zero by 2030 after taking action on its packaging, energy, and carbon emissions.
Along with planting a tree for every £30 a customer spends, Amika’s bottles are made from 90 per cent post-consumer recycled plastics, and the bottles are are 100 per cent recyclable.
Amika’s products are also cruelty-free and leaping bunny certified, meaning the products are tested on people rather than animals.
Hero products include its Normcore signature shampoo (£20), which is filled with vitamins and antioxidants, certified vegan, and is suitable for all hair types.
This shampoo alone has over 3,200 five-star reviews, with customers praising the shampoo for having the “perfect balance of moisture and lightness”, while others complemented the smell and said it left their hair feeling “so soft”.
Amika still reigns supreme when it comes to hair tools too, with its Blowout Babe Thermal Brush (£95) so popular on TikTok that it sells out instantly whenever it’s in stock - some have even called it an “affordable dupe to the Dyson airwrap”.
Here are some of our favourite products from Amika
BLOWOUT BABE THERMAL BRUSH
With one reviewer hailing this brush as an “affordable dupe to the Dyson airwrap”, there’s a good reason why this TikTok-favourite hair tool is almost always sold out.
Amika’s Blowout Babe Thermal Brush allows you to create a sleek blowout look from home with its 1.5 inch ceramic barrel and gentle nylon bristles. It offers the option to create more volume too, simply using the negative ion generator which can add extra oomph to your locks.
Buy now £95.00, Amika
THE KURE BOND REPAIR SHAMPOO
One of Amika’s best selling products, the Kure Bond Repair Shampoo comes in a pretty mint green packaging and has been clinically shown to repair and strengthen damaged hair caused by stressors, heat and even chemical treatments.
Formulated from plant butters and vegan proteins, this shampoo is rich in nutrients such as omega fatty acids, vitamins, minerals, and can provide keratin-like benefits from a plant source resulting in stronger hair.
Buy now £23.00, Amika
Double Agent 2-in-1 Straightening Blow Dry Brush
For those who prefer silky straight locks, Amika’s straightening blow dry brush combines the ease of a straightening brush with the efficiency of a blow dryer and can style hair up to three times faster.
The result is hair that is twice as smooth, 1.7 times as shiny, and a 30 per cent reduction in frizz. “I LOVE this tool!” one review said. “I have never had such an amazingly straight and shiny blowout, in such a short time, with such little effort. It has changed my entire hair routine.”
Buy now £145.00, Amika
perk up dry shampoo
The best-selling prestige dry shampoo in the US, it’s time we gave Amika’s dry shampoo a go on our shores too. The Perk Up Dry Shampoo promises to bring your limp hair back to life for a freshly washed look with added volume and no white residue.
Infused with nutrient-rich sea buckthorn, this formula is talc-free and made with natural rice starch to absorb oil instead of the standard aluminium starch used in most dry shampoos.
Buy now £13.00, Amika
