Amika

Founded by industry outsiders in Williamsburg, Brooklyn, Amika is unlike your regular beauty brand. Dedicated to going against the norm, they believe in individual beauty that encourages self-expression and hair rebellion.

Living to break all the boundaries, Amika stands by five rules: 'experimentation over perfection,' 'fun over elite,' 'individuality over conformity,' 'collaboration over ego,' and 'hair over clothes'. The result? A professional hair care and tool collection that is bursting with inclusivity, positivity and fun, making unattainable perfection a thing of the past.

Always striving to be your 'beauty best friend', Amika products are only ever formulated with the best new technologies and ingredients – keep a lookout for their favourite superfruit, Sea Buckthorn Berry, in every hair care and styling product.

If that wasn't impressive enough, all formulas are 100% cruelty-free, vegetarian-friendly and free from sulphates, MIT, MCI, phthalates and artificial colours.

Discover everything from their best-selling shampoos and conditioner to styling sprays, right here at Cosmetify.

Why We Like Amika

"Amika is the new hair care hero on the block and we’re already obsessed. Serving up high-performing, professional formulas in fun, retro packaging, they make washing, nourishing and styling locks all the more enjoyable. All about self-expression and breaking beauty boundaries, what’s not to love?  "

Written by Carly Cochrane, Beauty Editor