Can a brand truly be a friend? Amika, a haircare brand born in Brooklyn, believes it can, and their actions suggest they are striving to embody that ideal, fostering community, celebrating diversity, and delivering high-quality products.
The story of Amika, which means "friend" in the language Esperanto, is a testament to the power of connection. From its inception in 2009, the brand has carved a unique space for itself within the competitive haircare market. Amika isn't just another product line; it's a philosophy. Rooted in Brooklyn's vibrant culture, the brand champions creativity, inclusivity, and a commitment to both its customers and its employees. Amika has not only grown to be one of the largest independent haircare brands in the U.S. but is also the only independent brand of its scale that successfully straddles the professional, prestige, and digital channels.
The Amika story is intertwined with the personal journey of Cicely Shillingford, a woman whose life took an unexpected turn that would forever alter her course. Almost a decade ago, Shillingford, then a chemistry candidate at New York University, found herself at a crossroads. Contemplating her future and considering a career in cosmetic chemistry, she received an invitation that would change everything. She decided to skip her morning lab session and attend a local trade show, the New York Society of Cosmetic Chemists ingredient trade show.
| Feature | Details |
|---|---|
| Name | Cicely Shillingford |
| Background | Candidate in chemistry at New York University, transitioned into the cosmetic industry. |
| Career Influence | Attended the New York Society of Cosmetic Chemists ingredient trade show, which impacted her career trajectory. |
| Involvement with Amika | Position and role details are not provided in the source text. However, her attendance at the trade show suggests her influence on Amika |
| Additional Information | Not provided in the source |
| Reference | Further details can be found on relevant industry publications or cosmetic science resources. |
Amikas philosophy is multifaceted and extends far beyond simply formulating hair care products. The brand's commitment to community is evident in its initiatives, its values and its active engagement in conversations about societal issues. The brand has earned the prestigious "Great Place to Work" certification, which reflects its focus on creating a diverse and inclusive environment for its employees and consumers. This dedication to its workforce is not just a statement; its a strategic business decision that contributes to Amikas identity.
The brand's ethos extends to its products. Amika has a portfolio of clean and highly effective haircare products and tools, which have garnered positive reviews. However, the essence of Amika also touches upon its corporate and social responsibilities. In a world where diversity and inclusion are often relegated to marketing campaigns, Amika endeavors to weave them into the fabric of its operations.
Amikas response to societal issues, such as racial injustice, underscores its commitment to more than just haircare. The brand has used its voice to address racial inequality and hate, a stance that reflects its dedication to being a friend to all. Moreover, Amika has consistently recognized the crucial need for continued development, unequivocally stating that Black Lives Matter. In 2020, the brand also made donations, indicating their financial support for various programs.
The brand's trajectory demonstrates a dedication to its core values, ensuring that its customers receive the best possible products. Amika demonstrates that success can be measured not only by sales but also by contributions to the world, one that considers ethics and a commitment to positive change.
The hair care brands amika and Eva NYC have recently changed hands. Bansk Group, founded by former Coty Inc. and Reckitt Benckiser CEO Bart Becht, has acquired majority stakes in both brands. This strategic acquisition signals the growing value and influence of these brands in the haircare market.
This dynamic brand has also made it a priority to listen to and understand its customer's requirements. For example, they produced a best-selling salon hair product, Hydro Rush Intense Moisture Shampoo, which cleanses gently while boosting moisture for up to 72 hours.
Amika's approach to business sets it apart from many brands. As one industry source stated, "Most brands do a diversity campaign so that they don't get lit on fire, and that's it," which implies a superficial approach to diversity. Amika aims to go beyond performative measures by integrating its values into its daily operations and recognizing the necessity for constant growth.
The brand continues to show the world that caring about the environment, people, and the community can lead to providing its customers with the best products available. Amika's journey shows how a brand can genuinely be a friend to its customers and the wider world.
