Meet Amika: The Cult New York Haircare Brand Taking Over Summer

If your bathroom shelf is begging for a glow-up and your hair routine needs a little main-character energy, allow us to introduce your newest obsession: Amika. Freshly landed at Oz Hair and Beauty and already taking over must have lists and summer haircare routines, this cult New York haircare brand is equal parts fun, effective and inclusive - and yes, it looks as good as it performs. 

Born between the creative confines of Brooklyn, New York, Amika (which fittingly translates to “friend”) brings together hairstylists, creatives and chemists to create haircare heroes that celebrate every texture, type and style. It’s bold, it’s playful, and it completely tears up the traditional beauty rulebook - just in time for summer. 

Why Amika Is Trending Everywhere Right Now 

From TikTok tutorials to backstage salon staples, Amika has become one of those brands - the ones you see everywhere and instantly want to try. And it’s not just the colourful, dopamine-boosting packaging (though we’ll get to that). Amika’s rise is fuelled by results-driven formulas, clever multitaskers and an ethos that truly welcomes everyone. 

With targeted ranges, the brand caters to everything from frizz and damage to hydration, volume and bond repair - without ever making you feel like your hair type is an afterthought. Curly, coily, fine, thick, colour-treated, heat-styled or air-dried - Amika has your back. 

Better still? The brand is certified cruelty-free, uses 100% recyclable packaging, and champions conscious beauty without compromising on performance. Consider it feel-good haircare that actually works. 

The Superfruit Secret Behind the Magic 

The not-so-secret ingredient behind Amika’s cult status is sea buckthorn - a rare, nutrient-rich superfruit that thrives in the harsh Himalayan climate. Packed with vitamins, antioxidants and fatty acids, it turns every Amika formula into a nutritional powerhouse, helping hair look shinier, stronger and healthier with continued use. 

Think of it as skincare for your hair - only way more fun. 

Summer Hair, But Make It Easy 

Summer is meant for beach days, balmy nights and minimal effort - not battling frizz, dryness or damage. Amika’s products are designed to slot seamlessly into real routines, whether you’re heat-styling, air-drying or living in a claw clip. 

Frizz fighters like the Forget Frizz collection and the new Frizz-Me-Not Hydrating Anti-Frizz Treatment are summer non-negotiables, offering humidity protection, hydration and glossy results that last for days. Heat-activated and suitable for all textures, Frizz-Me-Not delivers smooth blow-dries or silkier curls - without any heavy residue. 

For sun-stressed or over-styled hair, The Kure range swoops in with bond-fortifying technology to repair damage, reduce breakage and restore strength. Weekly treatments like the Strength Repair Repair Mask or overnight heroes such as Midnight Mender work while you rest - because beauty sleep should actually do something. 

And when summer dryness strikes? Enter Hydro Rush. Packed with hydrating heavy hitters like hyaluronic acid, squalane and bio-fermented coconut water, these moisture-boosting formulas leave hair softer, stronger and hydrated for up to 72 hours. Low effort, high reward. 

The Bathroom Shelf Glow-Up You Didn’t Know You Needed 

Let’s be honest: Amika’s packaging alone is enough to make you want to overhaul your entire routine. With vibrant colours, playful patterns and a joyful aesthetic, these bottles don’t get shoved under the sink - they’re proudly displayed. 

But the real magic is how the brand makes haircare feel fun again. Whether it’s spritzing The Wizard Detangling Primer before a blow-dry, massaging in the iconic Soulfood Nourishing Mask, or refreshing roots with the Perk Up Ultra Oil Control Dry Shampoo, Amika turns everyday steps into small moments of joy. 

And yes, the dry shampoo really is that good - plant-powered, volume-boosting, UV-protective and perfect for extending wash days through long summer weekends. 

Haircare That Feels Like a Friend 

At its core, Amika is about empowerment - encouraging people to embrace their hair as it is, while giving them the tools to make it feel its best. It doesn’t lecture, exclude or overcomplicate. Instead, it meets you where you are, with products that do what they promise and look great doing it. 

So if you’re craving a summer hair reset - one that delivers shine, hydration and healthy strands without sacrificing fun - consider this your sign. Amika isn’t just a trend; it’s the kind of brand that earns a permanent spot in your routine (and on your shelf). 

Shop the full Amika range at Oz Hair and Beauty.