collection spotlight: signature, the not so basic basics

amika is a friend to all. We are a friend to hair, hairstylists, to her, him, you and them. Our products address all your hair concerns. We created 10 collections that target every type of hair – no matter what’s your ethnicity, age or gender. All hair is welcome. We are opening a brand new series on amika connect where we go deep into a selection of our 10 collections to help you know our products better. We will answer questions like who they are for, what results they will deliver and how to integrate them into your daily routine. Through this series, we want everyone to know how to pick the best products that suit their hair type. But remember, do not be scared to mix and match collections for your specific problems and needs. And let’s get started!

who needs this collection? 

Some of our best sellers are from the signature collection, like the wizard detangling primer, perk up dry shampoo, etc. This collection is your no-so-basic basics. Here’s what we mean: these are everyday staples that everyone (no matter your hair type) can incorporate into their hair regimen. Our ingredients, formulas and of course our signature scent are what make this collection not so basic. In short, if there is a “ one size fits all haircare collection” this is the closest one you got. To learn more, keep reading!

what are the ingredients that make this collection so great?

Provitamin B5 – promotes and restores hair’s resilience, protects hair against breakage, smoothes and strengthens. 

Avocado Oil – packed with protein, Vitamin A, D, E, B6, amino acids, folic acid and minerals that smooth and moisturize hair.

Coconut Acid – provides brilliant conditioning and lathering.

Jojoba Seed Oil – helps to repair by filling in cracks that are on the surface of the hair cuticle. 

Vitamin C – reduces free radical for powerful anti-oxidative effect.

Sea Buckthorn – contains abundant of  antioxidants,  vitamin C and A, and healthy omega fatty acids, including the mighty omega- 7

*not all of these ingredients are in every product 

what are in the signature collection and how to integrate them into your routine? 

• Perk up dry shampoo : The closest thing to washing your hair without water – a talc-free, true dry cleanser that absorbs oil and refreshes hair with natural rice starch, and leaves no white residue, ever. This is one of our proudest creations, because it’s our customer’s first gateway into the amika world. If your hair is the oily type and you wash your hair too often, it’ll be difficult for your hair to hold style. Instead, try to use dry shampoo! It’s perfect for most hair types (for curly and very dry hair, we suggest to use phantom hydrating dry shampoo foam), perk up has a lightweight formula and refreshes your style instantly. Perk up was the “Dry Shampoo” award winner for Beauty Launchpad’s “Readers Choice Awards 2017: Haircare”, as well as many others! With over 90,000 real reviews and over 4.4 stars. This baby is the real deal. 
• The wizard detangling primer: Meet the first step in every post shower haircare routine; a weightless, multi-benefit priming spray that detangles, cuts blow dry time and protects against thermal damage. This one is a cult favorite, especially at salons. The amazing scent alone is enough to hook everyone and it also delivers soft, smooth and radiant hair. This is the perfect foundation for every routine. Ideal for all hair types. If you have thin and fine hair, spray it on your palm first before applying.
• Normcore signature shampoo: a sulfate-free shampoo that feeds hair & scalp with vital dose of Omega 7 rich and Sea-Buckthorn, while removes buildup gently and thoroughly. It leaves hair silky, soft and bouncy. To note: the formula is concentrated and it lasts longer than you expect, so a little goes a long way. Before massaging into the scalp, emulsify in your palms first for best foaming results. Not only does this shampoo repairs, improve dry and damaged hair and boost weightless hydration, it also encourages healthier scalps. 
• Normcore signature conditioner: An everyday moisturizing conditioner that is loaded with Omega 7, vitamins and antioxidants. Rich in sea buckthorn berries to promote hydration and elasticity for bouncy, silky hair. Shea butter and sea-buckthorn soften and add shine without weighing hair down. Not only does this shampoo repairs, improve dry and damaged hair and boost weightless hydration, it also improves manageability and detangles. 
• Soulfood nourishing mask: Deeply condition and hydrate dry hair to its natural vibrancy and health with this replenishing treatment. The signature scent is only one of the many perks of this treatment mask, it is also rich in vitamin C (a powerful antioxidant that fights off free radicals), jojoba seed oil (sits on the surface of the cuticle to encourage stronger hair), and it contains no parabens, sulfates, gluten, mineral oil, phthalates, man-made colors and petrolatum. Plus it’s vegan! Apply and mask for 20 minutes (or even longer, it’s up to you!) and rinse thoroughly. 
• Blockade heat defense serum: If you are a heat styling addict or if you just can’t get enough of your curler or straightener. Then blockade is what you need! Protect your hair from blow drying and thermal styling with this lightweight hair serum. The magic ingredient in this is Cyclopentasiloxane, which is an effective but super lightweight thermal protectant that coats the hair against moisture loss. Serums can be heavy and weigh your style down, but this one will definitely not and can protect your strands at the same time. Style away!
• 001 hair fragrance: Pretty self-explanatory, but this is our signature amika fragrance in a bottle! Whenever you need a little fragrance refresh, simply spritz it on. Without affecting your style, the signature scent of freshly picked citrus, spicy sweet clover and warm vanilla will linger all day long. 
• Glass action universal elixir: Treat, style and finish hair with this nutrient-rich elixir, formulated to condition and restore shine while eliminating frizz. For prepping – Distribute a few drops throughout clean, damp hair and style as usual. Cocktail with other styling products like supernova moisture and shine cream to add conditioning benefits. For finishing – To control frizz and protect styles, lightly distribute a few drops throughout hair, focusing on the ends. Great for taming flyaways.
• Supernova moisture and shine cream: This supreme leave-in cream weightlessly provides superior hydration and lightweight-conditioning, leaving hair supernaturally soft and smooth with brilliant shine. Supernova enhances manageability while infuses moisture. It is perfect for anyone with fine and thin hair as this is an ultra-lightweight leave-in cream. If you’re after the shine factor, this one’s for you!
• Signature room fragrance: Freshen any room or linens with the invigorating scent of your favorite amika products – an intoxicating aroma of warm vanilla, fresh citrus and spicy sweet clover. 200% people who used this reported they felt like love is in the air (and their hair!). 

an example from real life

To show you how to use the products in real life, we consulted our Senior Director of Pro Strategy and Business Development, Kate Harrison, to share her hair routine during quarantine with us. 

“The Signature Collection is universal and can basically be used on everyone. I’m personally using EVERY. SINGLE. ONE. of the product in this collection. 

Here’s some background on my hair. 

My hair needed a break. I took down my beaded sewn in extensions just before quarantine. It was so lucky of me that I made that decision or I’d be all tangled up in my own messy strands. Working from home allows me to give the true break my hair deserved. Sure, the roots are coming out, but once we emerge from our house, my hair will be long and luxurious again!

Here’s my haircare routine: 

1. Cleanse with normcore signature shampoo. Freshen your hair right away!
2. Use normcore signature conditioner 2 times per week, only apply from mid-shaft to ends. 
3. Sunday is mask day. I treat my hair to soulfood nourishing mask. It gives so much hydration. It’s like a shot of hyaluronic acid for my hair. 

Here’s my styling routine: 

1. Of course, never go a day without applying perk up dry shampoo. 
2. Spray some more perk up. 
3. My the wizard detangling primer is almost empty, and I don’t know what I’m going to do without it. 
4. I like to air dry my hair and supernova moisture + shine cream is perfect for that. But on days when I’d like to give myself a blowout for my Zoom calls, I mix a drop of glass action universal elixir with supernova before blow drying my locks. 
5. To make my studio smelling like amika, I am also spritzing some signature room fragrance in the middle of the room. 

We create products that we are proud of and pride ourselves in making haircare that really works. We always formulate our products without parabens, sulfates, aluminum starch and over 1,300 questionable ingredients prohibited by the EU and we have always been certified cruelty free. 

Still got questions regarding your hair type or our products? Make sure to leave us a message here, our hair consultants are here to give you personalized recommendations for your hair concerns, hair type and lifestyle.

Adapted from article written by Becca King, community manager