Amika is a haircare brand that offers salon-quality products for different hair types. Its collection covers shampoos, conditioners, masks, serums, oils, and styling tools to support daily maintenance and targeted care.
The brand claims to address specific hair concerns, including damage repair, frizz control, color protection, volume boost, and curl definition. It highlights that its products may support brittle or over-processed hair, while focusing on moisture retention and manageability.
In this review, we will discuss the brand's philosophy, exploring how its unique approach sets it apart in the haircare market. We will also discuss the brand's product offerings, highlighting key products while examining its user feedback.
As per the official website, Amika offers various products that are suitable for different textures, including straight, wavy, curly, coily, and zig-zag coils. It claims that its products may help improve the strength, shine, and hydration of your hair.
The brand's catalog is broad, offering a variety of styling tools, including curling irons, flat irons, blow dryers, and thermal brushes, alongside accessories, travel sets, and body care products like the amika:aura hair + body mist. Its 11 targeted collections, such as Anti-Frizz + Smooth, Strength Repair, Hydration, Volume, Curl, Detox, Blonde, Color + Shine, Signature, Texture, and Hold, aim to address specific hair concerns like frizz control, scalp care, damage repair, and moisture retention.
The brand highlights using sea buckthorn in its offerings, which is rich in omegas and lipids that nourish the scalp, strands, and skin. According to the official website, Amika is also cruelty-free, sulfate-free, and paraben-free, and holds B Corp and Leaping Bunny certifications.
Amika offers Normcore Signature Shampoo that may make your hair feel soft, nourished, and healthy. It is said to be formulated for fine to medium hair types and ensures your hair is gently cleansed without removing its natural moisture.
The shampoo combines sea buckthorn, which is rich in vitamins C and A, along with antioxidants such as carotenoids and flavonoids that help neutralize free radicals and decrease excessive oxidative stress on the scalp. Vitamin A may promote the regeneration of skin cells, maintaining a balanced scalp environment, while vitamin C stimulates collagen synthesis, which can strengthen hair structure from the root. The formula also includes coconut acid, derived from coconut oil, which acts as a gentle surfactant that may help remove impurities without stripping natural oils. Its medium-chain fatty acids, especially lauric acid, bind to hair proteins, enhancing moisture retention and smoothing the cuticle layer, leaving hair clean, soft, and more manageable without relying on harsh sulfates.
As per the official website, Normcore Signature Conditioner provides deep nourishment, lightweight hydration, and enhanced manageability for fine to medium hair types (1-2c). The conditioner may help make your hair look nourished and feel resilient and smooth after every use.
Normcore Signature Conditioner could help improve hair elasticity by providing superior hydration and strengthening the hair shaft while nourishing the scalp. It contains shea butter, a natural emollient packed with vitamins A and E, essential minerals, and fatty acids (oleic, stearic, linoleic, palmitic, and arachidic acids). These fatty acids penetrate the hair's cuticle layer to strengthen the lipid barrier, which helps retain moisture and reduce protein loss. The antioxidants in shea butter further protect scalp cells from oxidative damage, promoting a healthier scalp environment and leaving hair smoother, softer, and more resilient over time.
The Wizard Detangling Primer is an all-in-one hair priming mist that may help detangle, protect, and prepare your hair for any styling routine. It provides heat protection and hydration, making your hair look shiny and smooth.
As per the official site, this product is formulated to protect hair against thermal damage up to 450°F, which allows you to style with confidence while minimizing breakage and preserving hair health.
The Wizard Detangling Primer combines avocado oil, which is rich in monounsaturated fatty acids and phytosterols that penetrate the hair shaft to restore lipids and improve elasticity. It also contains biotin, vitamins A, D, and E, which help support keratin synthesis and protect follicles from oxidative stress.
The makers also added tocopheryl acetate in this primer, a stable form of vitamin E, which functions as an antioxidant that shields the scalp and hair from free radical damage while enhancing moisture retention. Cyclopentasiloxane in this product helps form a smooth, breathable coating around the strands, reducing friction during detangling and minimizing mechanical breakage.
Amika claims that its Soulfood Nourishing Hair Mask can help deeply condition, hydrate, and restore your hair to its softest, silkiest, and most manageable state. It works to strengthen hair, restore natural shine, and improve manageability.
As per the official website, the Soulfood Nourishing Hair Mask combines jojoba seed oil, behentrimonium chloride, propylene glycol, and dimethicone to hydrate and restore damaged hair deeply. Jojoba seed oil closely mimics the structure of human sebum, allowing it to balance scalp oil production and penetrate the follicle to deliver nutrients such as vitamin E, B-complex vitamins, and zinc. These compounds support cell repair in the scalp and strengthen the hair's cuticle layer, helping to reduce breakage and dullness.
Behentrimonium chloride in this hair mask works at the molecular level by neutralizing the negative charge on damaged hair fibers, allowing cuticles to lie flat for smoother, softer strands. Meanwhile, propylene glycol in this product attracts and retains water molecules, increasing hair's internal moisture content and flexibility.
The makers also added dimethicone in Soulfood Nourishing Hair Mask, which helps create a breathable film around each strand that reduces friction, enhances shine, and locks in hydration.
The Kure Strength Repair Shampoo may help strengthen hair and prevent future breakage, helping you achieve resilient, healthy-looking strands. It is suitable for high-porosity hair that is prone to damage from environmental stressors, heat styling, or chemical treatments.
The makers state that the shampoo helps gently cleanse your scalp and hair while infusing each strand with nutrients that improve strength, elasticity, and manageability. It combines bond fortifying technology, which targets the hair's weakest bonds that are most susceptible to breakage.
As per the official website, Kure Strength Repair Shampoo could help reduce damage caused by daily stressors, heat, and chemical processes, helping hair maintain its structural integrity over time.
The shampoo includes plant butters and vegan proteins that work together to strengthen and replenish the hair from root to tip. Plant butters are rich in fatty acids, including oleic and stearic acids, which mimic the natural lipids found in your scalp's sebum. These compounds help seal moisture into the hair shaft, smooth the cuticle layer, and reduce protein loss caused by heat or chemical damage.
Vegan proteins contain amino acids that resemble those in keratin, which is the main structural protein of hair. These amino acids fill in microscopic gaps along weakened strands, strengthening your hair's internal matrix and improving tensile strength.
Hydro Rush Intense Moisture Conditioner by Amika may provide long-lasting moisture and help improve hair strength and resilience. It could be suitable for dry, textured, or coarse hair types ranging from 2a to 4c.
Hydro Rush may help restore suppleness, reduce breakage, and improve manageability. It might also help your hair feel soft and moisturized without weighing it down. This formula has squalane, which works to protect hair from dehydration by restoring the lipid barrier, reducing moisture loss, and enhancing elasticity.
The makers also added hyaluronic acid, which attracts and retains moisture, plumping dry hair and leaving it feeling soft and rejuvenated. This conditioner also has polyglutamic acid, which promotes long-lasting moisture retention, ensuring hair remains hydrated over extended periods.
According to the brand, the bio-fermented coconut water added in Hydro Rush Conditioner may contribute to additional hydration through its electrolytes, plant hormones, lauric acid, and monolaurin, while blue and green algae supply essential fatty acids, amino acids, vitamin A, and beta-carotene to nourish and strengthen strands.
Amika offers Dream Routine Overnight Hydrating Hair Mask, which may help restore moisture to dry hair while you sleep. It works while you rest to replenish moisture, improve softness, and enhance manageability. The makers state that this formula ensures that hair receives intensive hydration without leaving residue on pillows or weighing strands down.
Dream Routine combines hyaluronic acid, which can bind up to 1,000 times its weight in water. When applied to hair, it draws moisture into both the shaft and scalp, improving elasticity and reducing dryness or brittleness.
The makers added polyglutamic acid to this formula, which may help lock hydration in longer than hyaluronic acid alone. It could help maintain your scalp's water balance and support the integrity of the skin barrier.
As per the official website, bio-fermented coconut water in this hair mask provides electrolytes, amino acids, and natural sugars that energize scalp cells and improve nutrient absorption, aiding in stronger, more hydrated hair growth.
Superfruit Star Lightweight Hair Styling Oil may help strengthen, smooth, and protect your strands without weighing them down. As per the official website, its non-greasy texture allows it to be applied on both dry and damp hair, helping reduce frizz, adding glossy shine, and protecting against heat damage during styling.
The makers added silicones in Superfruit Star Lightweight Hair Styling Oil, which may help enhance smoothness, shine, and protection without weighing hair down. Silicones such as dimethicone form a thin, flexible film around each strand, sealing the cuticle and reducing friction between hair fibers. This barrier could help minimize mechanical damage from brushing or heat styling by decreasing surface roughness and water loss.
Amika partners with well-known beauty and haircare personalities who authentically showcase the brand's products. Influencers such as Jen Atkin, celebrity hairstylist to the Kardashians and founder of OUAI, have demonstrated the use of Amika's Perk Up Dry Shampoo, Autopilot Heat Protectant Spray, and Soulfood Nourishing Mask in tutorials and styling videos. Jen Atkin often highlights how these products maintain hair health, enhance volume, and provide professional-grade results at home, helping viewers understand their practical benefits.
Other influencers, including TikTok creators like Hannah Bullivant and YouTube stylist Brad Mondo, feature Amika products such as the Nitty Gritty Hair Scrub and Boost Powder Volumizer in real-time styling sessions. These demonstrations show how the products work on different hair textures, such as fine, straight, curly, and coily, emphasizing versatility and ease of use. Followers are able to see genuine results, such as increased shine, smoothness, and manageability, which builds trust and relatability for the brand.
Amika has earned multiple recognitions that highlight both its product excellence and its organizational commitment to sustainability and social responsibility. In 2023, Amika won the Sustainability Excellence category at the CEW Beauty Awards, reflecting its leading efforts in eco‑conscious packaging, climate action, and ingredient reformulation.
The brand achieved certification as a B Corp, scoring an exceptional 99.2 points, far above the minimum threshold, making it the only hair‑care brand at Sephora and one of only five professional‑hair brands overall to receive this designation. These awards add to Amika's recognition for specific products, too.
For example, the Perk Up Dry Shampoo, Soulfood Nourishing Mask, and Boost Powder Volumizer have been praised by trusted sources for their performance, texture, and popularity with users. This means the brand balances performance with environmental and ethical considerations.
Amika has a relatively small physical retail presence compared with larger hair care brands. Its products, such as Flashpoint Dry Shampoo, Perk Up Dry Shampoo, Curlformers, heat protectant sprays, and styling tools, are primarily sold through the brand's official website, select online retailers like Sephora, and a limited number of specialty beauty stores. This limited availability can make it difficult if you prefer to see, feel, and test products before purchase, particularly for products where texture, scent, and product performance are key factors in the buying decision. The constrained retail footprint also affects brand visibility and exposure to new customers.
Amika relies heavily on online marketing and social media to reach its audience. This can limit awareness among potential buyers who shop in physical stores or discover products through in-person demonstrations.
IGK and Amika both offer premium haircare products, but they differ in how they approach performance, formulation, and brand experience.
As per its official website, IGK was created by professional hairstylists and continues to reflect its salon heritage. The brand focuses on performance-based results, using formulations that replicate professional procedures at home. Its offerings include options like the Good Behavior Spirulina Protein Smoothing Spray, Antisocial Overnight Bond-Building Dry Hair Mask, and Expensive High Shine Gloss Treatment, which may promote smoothness, repair, and shine through salon-inspired ingredients.
Amika, meanwhile, takes a more approachable and expressive path. It promotes individuality, color, and fun within its collections, highlighting its products as mood-boosting.
IGK has a strong focus on styling and color care, offering options like the Permanent Hair Color Kit, Color Depositing Hair Mask, and Never Miss Root and Scalp Touch-Up Spray, which may help maintain or experiment with color.
On the other hand, Amika's range is broader, extending into hydration, repair, and texture care, with lines such as Hydro Rush Hydration Routine, The Kure Strength Repair Set, and Forget Frizz Anti-Frizz System. Its offerings also include styling tools and body care, making it more of a lifestyle-focused brand.
In formulation and ingredient philosophy, IGK leans toward high-performance actives that create immediate visual results. It uses ingredients like spirulina protein and amla oil, which might help strengthen and smooth the hair surface.
Amika takes a softer, care-based approach, relying on its signature sea buckthorn berry, known for omega fatty acids and antioxidants that support long-term hair health. While IGK's formulas prioritize visible transformation, Amika's focus is more on consistent nourishment and manageability.
As per their official website, both brands combine personalization into their online experience, though their tone and intent differ. IGK offers structured tools like a Hair Quiz, Shampoo Quiz, and Virtual Color Consultation, which resemble professional salon assessments. Amika's Ace virtual assistant provides a more conversational and casual experience, guiding you through product choices based on hair type and preference.
Pricing remains relatively consistent between the two, with most products ranging from $30 to $60. IGK often runs bundle promotions, reflecting its salon-inspired retail model. Amika, meanwhile, provides curated value sets such as the Everyday Magic Bestsellers Set or Moisture-Minded Hydration Routine, along with a subscription option that offers modest savings on recurring purchases. IGK offers a salon-level performance and precision in styling and color care, while Amika focuses on creativity, sustainability, and a more relaxed approach to haircare.
As per their official website, Ouai leans toward a minimalist, polished aesthetic, while Amika embraces a more expressive and colorful personality. Ouai, created by hairstylist Jen Atkin, focuses on simplicity and refinement. Its products, such as the Detox Shampoo, Fine Hair Conditioner, and Leave-In Conditioner, are designed to feel effortless while maintaining a sense of sophistication.
The brand uses fragrance as a defining feature across its product line, with scents like North Bondi, Melrose Place, and St. Barts inspired by distinct places and moods. Beyond haircare, Ouai also extends into body products and fine fragrances, blending function with a clean, lifestyle-driven approach.
Amika highlights vibrancy and individuality. Its colorful packaging and upbeat tone make its products feel approachable and fun. The brand features product lines such as The Kure for repair, Hydro Rush for hydration, and Forget Frizz for smoothness, focusing on addressing specific concerns while maintaining a vegan and cruelty-free foundation. Rather than emphasizing fragrance, Amika prioritizes performance, creating targeted routines that suit a wide range of hair types and textures.
Ouai claims to enhance your shopping experience with a hair quiz that helps you find the right routine based on hair type and needs. It also offers features such as free standard shipping on orders over $50. On the other hand, Amika also provides a personalized hair quiz to help you discover the best routine and promotes savings through its Subscribe + Save 10% program. You can also receive gifts on orders over $100 and 15% off your first order when signing up for emails. Ouai offers a more refined and fragrance-driven experience, while Amika focuses on sophistication through color and creativity.
Our evaluation of Amika considered its company background, customer feedback, and third-party ratings from platforms like Trustpilot and the Better Business Bureau (BBB). The brand offers an extensive range of cruelty-free haircare products used in both salons and at home. The brand received an “F” rating on BBB, with several complaints recorded over the past years. These involve unacknowledged refund requests, unanswered emails, and product-related issues that users felt were not resolved.
Amika has received consistent praise for its product quality, but its customer service record appears uneven. While users tend to like the products themselves, post-purchase support may not always meet expectations.
On review platforms such as Trustpilot, Amika holds a 4.5-star rating based on more than 200 reviews, reflecting generally positive experiences. Many customers note that products helped improve the manageability and condition of their hair. However, a few reviews describe delays in order updates or slower communication from customer support, suggesting that response times may vary.
Based on customer feedback posted on Trustpilot throughout 2025, Amika receives mostly positive reviews for both its product quality and service. Many users mention noticeable improvements in their hair texture, strength, and manageability after using products such as The Kure Mask and Velveteen Hair Line. Users often appreciate the pleasant scent, quick shipping, and careful packaging, which add to a good experience.
Several customers also highlight Amika's customer service as a strong point, noting that issues like missing or damaged items are handled promptly. Long-time users even mention consistent quality over the years and find tools like the online hair quiz useful for identifying suitable products.
However, a few users mention concerns, such as delayed deliveries or formulas that feel too drying or heavy for certain hair types. These experiences indicate that while many find the brand's formulations effective, results can differ depending on individual hair texture, product choice, and personal sensitivity to certain ingredients.
Amika seems to maintain steady customer satisfaction, balancing product performance with dependable service, while still having room for small improvements in consistency and fulfillment.
Amika combines performance-driven formulations with a focus on offering products that suit diverse hair types and textures. It aims to improve elasticity, strengthen strands, and protect your hair against environmental stress through its product range.
The brand claims to maintain ethical standards as a cruelty-free and B Corp-certified company using recyclable packaging and responsibly sourced materials.
However, its approach has some limitations. Some formulas contain silicones, synthetic fragrances, and alcohol-based ingredients that may not suit you if you are seeking fully natural haircare. Its mid-to-premium pricing and limited physical retail presence can also reduce accessibility. If you have sensitive scalps or fine hair, make sure to patch-test its products and use clarifying shampoos periodically to avoid buildup.
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