Amika’s most recent rollout is Vault Color-lock Leave-in Conditioner, a multi-tasking spray that effortlessly detangles and softens the hair, while its UV filter-infused formula protects against color fading to maintain hair’s vibrancy.
Amika also recently revealed new packaging for all of its wash and styling products. The updated look went live on loveamika.com, Sephora.com, Birchbox.com and in salons nationwide.
Chelsea Riggs, Amika’s brand president, took time to chat with Happi.com about what’s new at the rising beauty brand and hair care trends for the season.
Happi: What are the hottest trends right now in hair care?
CR: With hair styling, it’s all about products that offer immediate results and achieve a natural look—think the “no-makeup makeup trend” but for hair. In-shower styling shampoos, air-dry products and texturizing products to enhance or give natural-looking texture will be in focus this year.
Another trend we are seeing in the hair space are products that focus on scalp health. Scalp is skin too, and if you exfoliate your face and body, why not your scalp? Amika’s new Reset Exfoliating Jelly Shampoo has a jelly-like consistency and is infused with refined sea salt to deeply cleanse and rebalance the scalp. This weekly treatment shampoo promotes healthier hair, whether it relates to oil production, buildup reduction or hair-loss.
Happi: Are there any ingredients that are big right now in your perspective?
CR: Ingredients are always evolving into better, healthier or more potent as new alternatives become available. Naturally-derived ingredients and products free from harsh or environmentally-harmful chemicals are in high-demand. Additionally, zeolite, which is a naturally-derived mineral used in our cult-favorite Un.Done Volume and Matte Texture Spray, is a powerful alternative to sodium chloride. We have some exciting new product launches this summer that take this ingredient to the next level.
Happi: What are shoppers looking for in hair care right now and where do they go to find the latest products?
CR: Where they shop depends on the type of shopper that they typically are—the majority of hair care purchases are made at mass-market retailers such as Target, Walmart and drugstores, while premium shoppers look to boutique beauty chains, Sephora and their hairstylists for the latest products and recommendations.
Overall, when searching for styling products, shoppers are looking for simple and straightforward products that deliver immediate results!