Brooklyn-based, salon-born brand, amika, known for its inclusive formulas and joyful approach to haircare, dropped a new global campaign, “On Your Wavelength.” Rooted in the brand’s pro heritage, the campaign captures the intuitive connection between stylist and client — and how the right products translate that understanding into visible transformation, both in the salon and beyond.
At its core, “On Your Wavelength” taps into a universal experience: a guest sitting in the salon chair, unsure how to articulate what they want — until their stylist instinctively understands exactly what their hair needs. To embody this trusted perspective, the brand tapped amika Lead Pro Educator, Rashuna Durham, to pair four overwhelmed clients with the ideal treatment for their distinct hair type. Each transformation underscores amika’s foundation: salon-raised credibility, clinically proven performance, and solutions designed for every hair type and texture.
“This campaign is centered on a truth we see every day in salons — that there’s an unspoken understanding between stylists and their clients,” said Nilofer Vahora, Chief Marketing Officer at amika. “Consumers today are navigating an increasingly saturated haircare market — one filled with choice, but often lacking clarity. That can make finding the right products feel overwhelming, even intimidating. With ‘On Your Wavelength,’ we wanted to reframe that experience. This campaign is about the moment when you feel understood — by your stylist, and by the products you’re using. At our core, we exist to give our community the tools they need to feel confident in their hair and in themselves. That means delivering professional-level results in a way that feels approachable, inclusive, and intuitive.”
In tandem with the campaign, amika introduces three limited-edition bundled sets — designed with a built-in element of sharing: keep one for yourself and pass the remaining three along to friends. Available exclusively on loveamika.com in both travel and full-size formats, the bundles offer 24% savings. These must-have sets feature amika’s four clinically proven, pro-loved hair treatments, so consumers are prepped for whatever their hair needs: Hydro Rush Intense Moisture Leave-in Conditioner ($31.00), Frizz-Me-Not Hydrating Anti-Frizz Treatment ($30.00), The Wizard Detangling Primer ($32.00), and Superfruit Star Lightweight Hair Styling Oil ($32.00). The bundles include: pocket-sized pro picks (amika treatment trial set — $50.00), the core four (full size — $95.00) and the core four silicone-free (full size with The Wizard’s silicone-free formula — $95.00).
For more information, visit loveamika.com.
