Hair care for everyone: Amika on quest to address diverse hair needs in SEA with sea buckthorn range

The American brand launched in 2007 and is known for its extensive range includes shampoos, conditioners, masks, and styling tools.

The key ingredient in its products is sea buckthorn, a superfruit rich in nutrients and antioxidants. The brand claims it helps to protect the hair against free radical damage and the natural ageing process.

Amika aims to be an inclusive brand, focusing on providing products that cater to a diverse range of hair types and needs.

“Our tagline is all hair is welcome. We want everyone to be able to use our products. Our signature line – anything that’s orange in our brand – we try to make it universal. No one is going to have a poor experience with anything orange in our collection,” ​said Becca Cullati, director of retail education and events, Amika.

Amika recently launched in South East Asia in the latter half of 2023 in partnership with beauty retailer Sephora.

With every new market, the company aims to understand the hair care needs of locals and how its products can aid them, Cullati told CosmeticsDesign-Asia.

“We’re always learning something new. I went to Dubai last year and was educated about the needs of people who wear hair scarves, and I was able to go back to the team and discuss what we can do to impact this community,”​ said Cullati.

“One of my favourite things about Amika is that we are always evolving the conversation… We want to make sure we do it right for the consumer and right for the team so we can really sustain a good business.”​

In SEA, the company has observed hair care issues related to the warm and humid climate.

“Here, we’re learning about the different needs here and in the region, which is such a diverse region. Travelling here we’re talking about frizz, humidity, oily scalp. We can take these insights back and potentially develop product and impact the industry as we see fit,” ​said Cullati.

Future in Asia

Cullati said the brand’s expansion into SEA has been “wildly successful”​ so far and is planning to bring more products into the market.

In particular, the company is considering launching its range of hair styling tools.

“I get asked more than anything else about the tools… Not everyone can afford something that’s titanium or something, so where we can in is making a blended barrel that will be great for your hair but maybe won’t cost as much,” ​she said.

Moving forward, the company hopes to expand its footprint in Asia but is conscious of growing at the right pace.

“We would love to expand further. But we want to grow in a way that’s beneficial to everybody. We have to make sure the market is right, the environment is right, and we can provide the right support to have a successful launch,” ​said Cullati.