Over the last year, haircare brands have been expanding to cater towards different hair types and concerns. Just as you’d choose a cleanser or moisturiser specifically for your skintype, niche haircare products are becoming way more accessible – and they’re totally gamechanging when it comes to actually achieving the #hairgoals of your dreams.
That’s where our fave new US export amika comes in. Based out of Williamsburg, Brooklyn, amika is bottled ‘New York cool’. It has ten collections of haircare products catering for absolutely everyone – think damaged hair, curly hair, frizzy hair, and more – that are produced with cruelty-free, high-performance ingredients. Each collection is formulated with ingredients chosen to target each specific hair type/concern, but every product is boosted with sea buckthorn berry. This magical ingredient contains more than 190 active ingredients including vitamins, antioxidants, amino acids, and minerals, which work together to protect against the free radical damage that causes hair condition to deteriorate. Sold? So are we.
Keep scrolling to learn more about amika and find the best range for you.
My hair is damaged
Range to try: Repair – Designed to act like a rehab for hair that’s been damaged by colouring and heat tools.
Hero product: The Kure Intense Repair Mask – Boosted with borage oil and shea butter, this is an intensive treatment designed to turnaround hair condition in a single use. Use as a weekly treatment to strengthen and restore weakened hair.
I colour my hair
Range to try: Colour – All of the products contains UV filters and antioxidants, which help to seal in colour and keep your hair looking vibrant for longer.
Hero product: The Vault Colour-Lock Conditioner – Give some TLC to your colour-treated hair. As well as the UV filters and antioxidants, the formula counteracts the colour-dulling effects of hard water and boosts moisture retention.
I'm blonde
Range to try: Blonde – The range uses ultra-violet pigments to brighten and cool (natural and coloured) blonde hair.
Hero product: The Bust Your Brass Cool Blonde Shampoo – This clever shampoo is packed with purple pigments to cool and brighten warm, brassy shades of blonde, while hydrating ingredients improve shine and softness to enhance colour.
My hair is frizz-prone
Range to try: Smooth – These products put frizz and flyaways in their place, taming unruly hair and protecting against humidity.
Hero product: The Shield Anti-Humidity Spray – Designed to keep hair sleek for over 24 hours, this time-activated spray forms an invisible shield over each strand of hair, protecting and preventing it from reacting to heat up to a temperature of over 200 degrees Celsius.
My hair lacks volume
Range to try: Volume – The easiest way to add lift, movement, and body to your hair. These products contain plumping polymers that boost and set the hair.
Hero product: The Brooklyn Bombshell Blowout Spray – For a minimal-effort maximum-effect volume injection, this ultra-fine mist creates instant body and lift, with no crunch, no weight, and no buildup. What’s more, the results last. No top ups required.
I want to add texture
Range to try: Texture – These products add natural-looking mess and fullness, so you can effortlessly create tousled, textured hair.
Hero product: The Un.Done Volume and Matte Texture Spray – Want full, beachy hair? This dry finishing spray is ideal for creating light layers of texture, giving your hair movement and volume in a matter of minutes.
I need to keep my hair in place
Range to try: Hold – These products lock down your style and keep it intact, whilst leaving hair flexible and brushable so you can continue to style it.
Hero product: The Fluxus Touchable Hairspray – Unlike a traditional hairspray, this doesn’t leave hair stiff and crunchy. Expect buildable medium-hold and weightless, touchable movement, no matter how much you use.
My hair is kinda normal
Range to try: Signature – It’s everything you need for amazing hair, regardless of your hair type and concerns.
Hero product: The Perk Up Dry Shampoo – A talc-free dry shampoo designed to absorb excess oils and instantly refresh hair. Unlike most dry shampoos, this actually cleans hair, rather than just masking the problem.
