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In 2021, I found myself in Sephora, Beverly Hills, pouring over the haircare aisles with love-heart eyes and a hard-earned paycheck to burn.
I remember being drawn to the colourful bottles from Amika, having seen the viral products all over my ‘For You’ page on TikTok.
The Brooklyn-based brand has now launched in Sephora Australia, an easy way to finally get your hands on these formulas without having to brave the skies and American airports.
So, what do you need to know about this brilliant line?
Amika Is Beloved By Influencers
The thing with beauty products is that they’re almost impossible to buy based on the packaging and description alone. For this reason, TikTok influencers have gone viral for their tried-and-tested recommendations. This is especially the case with haircare, which is having somewhat of a renaissance online.
The Amika brand is well-known in the social community, beloved by influencers such as Shay Sullivan, Matt Loves Hair and Bambi Does Beauty. The label is especially lauded when it comes to achieving the perfect blow out (see it in action below).
More on that later..
Their ‘Perk Up’ Dry Shampoo Is Super Popular
We all love a good dry shampoo, and the Amika ‘Perk Up’ dry shampoo is actually the number one best selling dry shampoo in the US, according to stats from NPD Group.
Like all of Amika’s products, the dry shampoo is certified B-Corp and the packaging is 100 per cent recyclable, which many will know is difficult to get in a dry shampoo.
The dry shampoo is also talc-free, to absorb oil without leaving a white residue behind to ruin your style.
The ‘Plus Size Perfect Body’ Mousse Gives You Matilda Djerf Hair
There’s nothing we love more than a beautifully named product, and this one is right on the money. It does exactly what it says on the tin.
A mousse is the perfect companion to a blow dry brush or Dyson airwrap, offering big volume and major hold in your styling endeavours.
This specific mousse has become a go-to for influencers online to replicate hair icon Matilda Djerf’s signature bouncy blow out, and for good reason, it’s brilliant.
They Have A Shampoo And Conditioner For Everyone
It’s hard to find the right shampoo and conditioner for your hair type, so Amika has not one but 7 lines to cater to a wider range of hair needs.
You can always take their hair quiz (here), but the general rule of thumb to find your perfect product is as follows:
- Mirrorball – an anti-oxidant rich line designed to boost shine and banish pollution buildup
- Normcore – the brand’s signature shampoo, packed with vitamins and antioxidants for soft and nourished hair
- Velveteen Dream – a smoothing conditioner with time-released humidity protection
- 3D – a weightless shampoo thoroughly cleanses and plumps from root
- Hydra Rush – an intense moisture shampoo designed to majorly hydrate the hair
- The Kure – for damaged to broken hair
- Bust Your Brass – designed to banish the brassy tones from blonde hair
Where To Buy Amika In Australia?
Amika is now available to shop directly from Sephora. See more here.
Amika Perk Up Dry Shampoo, $47, Sephora
Amika Normcore Shampoo, $38, Sephora
Amika Normcore Signature Conditioner, $37, Sephora
Amika The Kure Intense Bond Repair Mask, $66, Sephora
Amika Brooklyn Bombshell Blowout Spray, $47, Sephora
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