As our beauty editor documented recently, there are some truly incredible British beauty brands to shop and enjoy right here in the UK – but there are also plenty of global lines that, despite the wonders of the internet, we still can’t yet get our hands on.
Luckily for us, more and more labels are getting wise and launching their wares on our shores – and the latest addition, cult haircare line amika, is one of the most exciting arrivals to date.
Known and loved in America since its initial release in 2007, the Brooklyn-based brand is renowned for producing professional hair products that really do the job.
Every bottle, tube and tub is powered by properties of Sea Buckthorn Berry, which contains contains Omegas 3, 6, 7 and 9, as well as a powerful concentration of vitamin C, and almost 200 biologically active compounds that keep hair looking nourished and glossy from the first use.
amika’s hero products include their NORMCORE signature shampoo (‘my hair has never felt softer or smelled better,’ says one happy customer) and protectant and volumiser Brooklyn Bombshell Blowout Spray (‘it worked really well on my fine hair and gave me all day volume in my hair’) – but each product has fairly positive reviewers across the board.
In addition to the effectiveness of their creations, amika also built a name on their signature packaging, which was designed to be ‘something worth displaying in your bathroom’.
However, in line with their growth, amika have diversified into nine collections designated by primary usage – Signature, Curl, Repair, Color, Blonde, Smooth, Texture, Volume and Hold – each with a distinctive colour scheme.
‘It has been pivotal to the company’s success and differentiation as it has successfully evoked an emotional connection with our audience and has made the brand instantly recognisable, and impossible to ignore,’ Chelsea Riggs, amika’s Brand President, said of the original look.
‘We looked to design a system which would be easier to differentiate within the line, while also strengthening its appeal and positioning in order to help make the brand even more iconic.’
You can shop amika’s full UK range now at birchbox.co.uk