Cult haircare brand amika has launched a campaign entitled “All Hair Is Welcome,” which celebrates the brand’s mission to amplify the message of inclusivity, diversity and friendship. The campaign underscores the brand values to be “a friend to hair, hairstylists, to her, him, them and you.”
The campaign, which launched in February, is supported by bold images and a series of videos. The hair in the campaign images was styled by amika’s global artistic director, Naeemah LaFond, as well as Mischa G and Jamie Brice.
“The concept of the All Hair Is Welcome campaign is to have our community speak to what the brand stands for in their own voice,” shares Vita Raykhman, amika’s co-founder and creative director. “We are continuously inspired by individuality and we wanted to bring that to the forefront of this campaign, rather than conceal it behind a shoot that was overly styled. We worked with an amazingly unique group of people to represent the brand’s real commitment to diversity.”
The name ‘amika’ means friend in the language Esperanto and represents the brand’s belief in the power of community and the beauty and strength of diversity. The Brooklyn-based brand is a collective of creatives, hairstylists, chemists, and product enthusiasts who like to make products that in their words, “make us proud.” There are 10 collections for every hair type, texture and style.
Amika’s artistic global director Naeemah Lafond tells us why this brand works for afro hair. “At amika we’ve always had something for everyone in our line. The brand’s signature ingredient, found in all of the products, is the super fruit sea buckthorn berry. This ingredient has amazing hair health benefits for all tresses and includes Omega fatty acids and vitamins A, C, and E, which promote elasticity and provides superior hydration. For naturally coily and curly hair, amika products rich in plant butters, nourishing oils, and vegan proteins, found in our Kure Collection, are the go-tos. The wizard detangling primer (£20) and the blockade heat defense serum (£20) are two of my favourite must-haves for styling, especially for maintaining the integrity of naturally textured hair that gets heat styled.”
Amika products are available at Birchbox, Beauty Bay and Selfridges
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