Amika
Amika is a Brooklyn-born, Bansk Group-owned professional haircare brand selling formulations, tools, body care, and fragrance through DTC, major retail (Ulta, Sephora), and 500+ professional salon locations, anchored by hero product Perk Up Dry Shampoo.
- Company typePrivate
- Founded2009
- HeadquartersBrooklyn, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Amika does
Amika is a Brooklyn-born professional haircare brand founded in 2007 that develops and sells a full portfolio of shampoos, conditioners, treatments, styling products, dry shampoos, masks, hair oils, heat protection, tools, and — as of 2025-2026 — body care and fragrance. The hero product is Perk Up Dry Shampoo, which has held #1 salon-channel dry shampoo share for five consecutive years per Kline PRO, and the brand is positioned as the #1 treatment brand in America. Formulas center on sea buckthorn as the signature superfruit ingredient; the proprietary Joy-Sparkling Complex anchors the 2026 body care line. Products are vegan-friendly, Leaping Bunny certified, and meet Sephora's Planet Aware + Clean standard.
The business operates across three channels. Professional distribution runs through SalonCentric, direct salon partnerships, and 15 Tricoci University campuses, with a flagship Hair Cuttery Family of Brands agreement (Feb 2026) placing product across 500+ salon locations. Retail runs through Ulta Beauty (all stores plus Ulta.com, launched Dec 2025 — first new U.S. brick-and-mortar partnership in over a decade), Sephora, Amazon, Kohl's, Birchbox, Boxycharm, and Planet Beauty. DTC e-commerce on loveamika.com layers Subscribe & Save 10%, a three-tier Friends With Benefits loyalty program (Steady, Committed, Ride or Die), and gift cards from $10 to $300. Unit pricing spans $27-$50 body care, $28 fragrance, $100 tools.
Amika is privately held; Bansk Group acquired a majority stake in 2022. Legal entity is Amika, LLC (New York), and the structure also retains acquired sub-brands Heat Makes Sense, Inc. and Eva NYC. Leadership includes Chelsea Riggs (Global Brand President), Nilofer Vahora (CMO), and Rashuna Durham (Lead Pro Educator). The brand is B Corp certified (2023), Climate Label certified, Great Place to Work certified (3 consecutive years), and a SeeMe Index Certified Inclusive Brand (2025). It was the only haircare brand named in WWD's 2024 Most Powerful Beauty Brands ranking.
Amika firmographics
Firmographics- Name
- Amika
- Legal name
- AMIKA, LLC
- Website
- https://loveamika.com/
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Amika is a Brooklyn-born, Bansk Group-owned professional haircare brand selling formulations, tools, body care, and fragrance through DTC, major retail (Ulta, Sephora), and 500+ professional salon locations, anchored by hero product Perk Up Dry Shampoo.
- Ownership category
- akta.pro rank
Amika industry classification
Industry- Product category
- Professional Hair Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
- akta.pro secondary industries
- Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Conditioners & Hair Masks (CRABABAB), Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF)
Keywords
Where Amika is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Amika business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Direct-to-Consumer E-commerce: Products sold directly through loveamika.com website with subscription options (Subscribe + Save 10%) and loyalty program (Friends With Benefits).
- Retail Partnerships: Products sold through Ulta Beauty, Sephora, Amazon, Kohl's, Birchbox, Boxycharm, and Planet Beauty retail channels.
- Professional Salon Distribution: Products distributed through professional salon network via SalonCentric, direct salon partnerships, and beauty school campus partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Gift cards in $10-$300 denominations |
| Unit Pricing | Pay-as-you-go | Body care collection $27-$50 |
| Subscription | Monthly | Subscribe and Save 10% discount |
| Unit Pricing | Pay-as-you-go | Amika:Aura fragrance $28 |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels9 records
Amika product offering
Product offeringCore offering
Amika manufactures and sells a portfolio of professional-grade haircare products — including the Perk Up dry shampoo line (5-year salon market leader), Soulfood Nourishing Mask, and targeted collections for curl, color, hydration, repair, volume, and smoothing — sold through DTC e-commerce, professional salons, and prestige retailers. The lineup was extended in 2025-2026 with body care (Body Wash, Whipped Body Butter, Vitamin C Body Oil), fragrance (Amika:Aura), and professional styling tools.
Product overview
Amika is a Brooklyn-born professional hair care brand offering a comprehensive portfolio of haircare products, tools, and more recently body care and fragrance. The core product lineup centers on Amika's hero product Perk Up Dry Shampoo (the market leader for five consecutive years), the Soulfood Nourishing Mask treatment, and the Normcore signature shampoo/conditioner collection. Products are organized into targeted collections addressing specific hair needs: Curl, Blonde, Detox, Smooth (anti-frizz), Hold, Hydration, Repair, Shine, Texture, and Volume. The brand also offers professional-grade styling products, heat protection, hair masks, and treatments. In 2025-2026, Amika expanded beyond haircare into body care (body wash, whipped body butter, vitamin C body oil using the proprietary Joy-Sparkling Complex) and fragrance (Amika:Aura hair and body spray). Tool offerings include the Hair Blow Dry Brush 2.0, Blowout Babe Thermal Brush, hair dryers, and thermal brushes. The brand sells direct-to-consumer via loveamika.com, through professional salons, and in retail partnerships with Sephora and Ulta Beauty. Products incorporate the brand's signature superfruit ingredient, sea buckthorn, and are positioned as professional-grade, clean, and cruelty-free.
Differentiator
Problem solved
Functional benefit
Brands
- Amika:Aura: Hair and body fragrance spray launched in 2025 as the brand's first category expansion into personal fragrance.
Products and services
- Perk Up Dry Shampoo Amika's hero dry shampoo and the brand's market-leading product in the U.S. salon dry shampoo category for five consecutive years per Kline PRO data; formulated for at-home refresh between washes across multiple variants including Talc-Free, Ultra Oil Control, and Plus Extended Clean.
- Soulfood Nourishing Mask A deeply nourishing hair mask treatment used both as an in-salon conditioning treatment (featured at Hair Cuttery's 500+ salon locations) and as an at-home retail purchase.
- Normcore Collection (Signature Shampoo & Conditioner) Amika's signature daily shampoo and conditioner collection, sold for both in-salon retail and at-home use as part of the core professional product range.
- Kure Collection Multi-purpose hair care collection designed for at-home retail use, paired with Normcore as part of Amika's core professional range.
- Body Care Collection (Body Wash, Whipped Body Butter, Vitamin C Body Oil) Three-product body care launch spanning body wash, whipped body butter, and vitamin C body oil — Amika's first expansion beyond haircare, using the proprietary Joy-Sparkling Complex to target skin brightening, smoothing, and discoloration with vegan-friendly formulations.
- Amika:Aura Fragrance A hair and body spray fragrance representing Amika's first entry into the personal fragrance category; priced at $28 and designed to attract both existing and new customers.
- Professional Hair Styling Tools (Hair Dryers, Thermal Brushes, Blowout Babe Thermal Brush) Professional-grade hair dryers, thermal brushes, and the Blowout Babe Thermal Brush tool for at-home blowouts and styling across all hair types.
- Hair Blow Dry Brush 2.0 Blow dry brush tool priced at $100, designed for at-home blowouts and styling and recommended for general use.
- Amika Gift Cards Digital gift cards available in denominations of $10, $25, $50, $100, $150, and $300, delivered via email with no processing fees and a 5-year expiration.
- Perk Up Guava Granita Dry Shampoo (Amika x Ellis Brooklyn) Limited-edition collaboration product with Ellis Brooklyn, offering a guava-granita scented variant of Amika's Perk Up dry shampoo line.
- The Wizard Silicone-Free Detangling Primer (HairToStay Limited Edition) Annual limited-edition detangling primer released in partnership with nonprofit HairToStay, with per-unit donations supporting scalp cooling financial aid for cancer patients undergoing chemotherapy.
- Soulstruck Nourishing Dry Hair Mask Spray A spray-format nourishing hair mask intended for on-the-go, in-between-wash conditioning treatments.
Quantifiable outcome
- Became Ulta's #2 prestige hair care brand within first month of launch
- +3 more outcomes
Companies that use Amika
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Amika technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Amika partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Tricoci University of Beauty CulturecorePartnership brings professional haircare products into all 15 campuses and student salons. Products including dry shampoos, hair masks, and styling items are integrated into both classroom curriculum and hands-on salon training experiences for students. Collaboration facilitated through SalonCentric with 'Amika Means Friend Tour' visits.
- SalonCentriccoreProfessional distribution partner coordinating Amika's salon distribution, beauty school partnerships, and education programs including 'Amika Means Friend Tour' campus visits.
- Ellis BrooklynminorCollaboration on Perk Up Guava Granita Dry Shampoo, a limited-edition product combining both brands' expertise in haircare and fragrance.
- Hair Cuttery Family of BrandscoreProducts available across all 500+ Hair Cuttery and Bubbles salon locations nationwide. Collaboration includes amika's Soulfood Nourishing Mask as in-salon conditioning treatment and retail products including Normcore and Kure collections for at-home use. Partnership reinforces shared commitment to accessibility and inclusivity while supporting Hair Cuttery's retail growth strategy.
- Ulta BeautycoreFirst new U.S. brick-and-mortar retail partnership in over a decade. Full lineup including top-selling Perk Up dry shampoo and Soulfood nourishing mask available in all Ulta stores and on Ulta.com. Launch includes exclusive sets and in-store salon feature. Brand became No. 2 prestige hair care brand within first month.
- Fifteen Percent PledgecoreJoint 'Rooted in Growth' grant and mentorship program in its third year. Program awards $200,000 ($50,000 each) to four underrepresented haircare entrepreneurs with four-month mentorship opportunities covering product development, marketing, operations, and distribution. 2025 recipients: MoKnowsHair, SQUIGS, The Frontal Queen, Young King Hair Care.
- SephoracoreBody care collection launch at Sephora and through SalonCentric's network of professional hair salons. Strategy designed to attract new customers while deepening engagement with existing ones. Products meet Sephora's Planet Aware and Clean standards.
- HairToStayminorNonprofit partnership since 2018 supporting scalp cooling financial aid for cancer patients undergoing chemotherapy. Annual limited-edition product launches with per-unit donations. Customers can add $1-10 donation at checkout. HairToStay 1000 Club movement targeting 1,000 salons to raise $1M for 1,000 patients.
Scale indicators6 records
Recent moves12 records
Expansion highlights6 records
Amika competitors and assessment
Company assessmentDirect peers
- R+Co: R+Co is a collective of professional haircare brands with strong salon heritage and design-forward branding. The two brands share the stylist-community-first GTM approach and overlapping treatment, styling, and color-care product portfolios.
- Moroccanoil: Moroccanoil is a professional-channel heritage haircare brand that has successfully expanded into body care and retail. Amika shares the professional-to-prestige-retail growth arc, signature signature-ingredient positioning, and category extension strategy.
- Living Proof: Living Proof is a science-driven prestige haircare brand sold through salons and retailers like Sephora and Ulta. The two brands share professional heritage, ingredient/technology differentiation, and overlap in styling and treatment categories.
- Pureology: Pureology is a professional salon haircare brand specializing in color-treated hair, sold through salons and prestige retail. It competes directly with Amika's Blonde and color-care collections in the same professional channel and consumer segment.
- Olaplex: Olaplex is a prestige haircare brand built around bond-building chemistry with strong professional-channel distribution and mass-prestige retail presence at Ulta and Sephora. Highly comparable to Amika in target customer, price points, and channel strategy, making it the closest direct peer.
- Oribe: Oribe is a luxury professional haircare brand distributed through prestige salons and specialty retail. Amika's stylist-as-creative-partner model and Ulta/Sephora presence target the same high-end professional-prestige consumer with overlapping product positioning.
- Briogeo: Briogeo is an indie prestige haircare brand with clean-beauty positioning, Sephora distribution, and influencer-led growth—closely mirroring Amika's brand-building playbook, target consumer, and retail channel mix.
Emerging players
- Verb: Verb is an indie professional haircare brand with strong stylist following and accessible pricing at Ulta. Comparable to Amika in professional-channel heritage, target demographic, and growing retail presence, though smaller in scale and category breadth.
- dpHUE: dpHUE is a smaller prestige haircare brand with a focus on color care and clean formulations, distributed through Sephora and DTC. Comparable to Amika in indie-prestige positioning and treatment-led product mix, but with smaller scale and channel footprint.
Broad incumbents
- Kérastase: Kérastase is L'Oréal's flagship professional haircare brand with global salon distribution and luxury retail presence. Comparable as the dominant incumbent in the same professional-prestige haircare category where Amika competes for stylist loyalty and shelf space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Amika social profiles
Digital presenceAmika compliance and trust
Trust signalCompliance10 records
Amika financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amika leadership team
Management profileNumber of profiles
Profiles3 records
Amika subsidiaries and ownership
Company hierarchySubsidiaries2 records
Amika funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amika M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amika
What does Amika do?
Amika manufactures and sells a portfolio of professional-grade haircare products — including the Perk Up dry shampoo line (5-year salon market leader), Soulfood Nourishing Mask, and targeted collections for curl, color, hydration, repair, volume, and smoothing — sold through DTC e-commerce, professional salons, and prestige retailers. The lineup was extended in 2025-2026 with body care (Body Wash, Whipped Body Butter, Vitamin C Body Oil), fragrance (Amika:Aura), and professional styling tools.
Is Amika a public or private company?
Amika is a private company. It is classified as private equity controlled and is currently operating.
When was Amika founded?
Amika was founded in 2009. It employs 1 to 10 people.
Where is Amika based?
Amika is headquartered in Brooklyn, United States, in the North America region.
How does Amika make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Partnerships and professional Salon Distribution.
Who are Amika's main competitors?
Direct peers on record are R+Co, Moroccanoil, Living Proof, Pureology, Olaplex, Oribe and Briogeo. Emerging players are Verb and dpHUE. Kérastase is listed as a broad incumbent.
Does Amika have an API?
No public API is recorded for Amika.
What industry is Amika in?
Amika's product category is Professional Hair Care. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments), with a secondary code of CRABALAB, Professional Hair Care (Shampoo, Conditioner, Treatments). Its NAICS code is 456120 and its SIC code is 2844.