PROBLEM

The narrative around hair needs to be changed. There’s no good or bad hair, it’s just hair.
CONCEPT & IDEA

In the pursuit of changing the hair industry, we noticed that there’s a lot of damage. In hair terms, we’ll cut that and give bring the kure*
EXECUTION

We’re on a comitted mission, as your friend and haircare specialist, Amika will help you learn, feel and embrace your hair.
And of course, take care of your hair!

But how we will start to descontruct

generations of myths and rebuild?

Our team has their own and unique P.O.V.

from their hair experience

Because at Amika, we work from the inside out!

“My mom always used the heated comb on my hair because I wasn’t allowed to wear my hair as a big afro for school, now I can finally embrace it”

Tonya - Marketing
"Men and hair care, believe or not, we do care and we’re tired of 3-in-1 products, I always find myself on the women section"

Shawn - Logistics
“As asian, my hair was always greasy and a lot of dandruff. There wasn’t any product that could helped me, at the end I found out it was because of my diet.”

Leiah - Retail
"As a muslim, I barely see myself represented in any hair care brand. There's a lot of misinformation about how we take care of our hair.”

Aisha - Strategist
"I was bullied for my blonde hair, for the stereotype of blonde are dumbs and I’ve hated my hair color since them."

Kim - Social