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Last updated: March 01, 2022

amika Launches New “Love All Your Hair Days” Campaign

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Image courtesy of amika

amika Is Encouraging Everyone To “Love All Your Hair Days”

amika continues to celebrate their commitment to inclusivity and diversity with their newest campaign “Love All Your Hair Days,” which emphasizes individuality, self-expression and the power of great hair transforming the everyday. 


The campaign features a diverse collective of personalities, and spotlights individuals paired with relatable “hair day” scenarios. It sheds light on the emotional aspect of haircare and styling and empowers people to accept their hair always, no matter the day! One concept shares the message “3 Days No Wash Hair Day,” with amika’s Perk Up Dry Shampoo, while another references amika’s sustainable packaging and sourced ingredients through their partnership with TerraCycle.


The brand partnered with RXM Creative, a Brooklyn-based agency for concept and production. “What inspired us to create this campaign was amika’s wide range of products, the overwhelming reviews coming from their community and their commitment to inclusion and diversity. The insight was simple: we all have great hair days once in a blue moon, but with the right care, we can learn to love all our hair days.” says RXM Creative Senior Art Director Andrea Erali.


Scroll Through To See The Campaign!

Image courtesy of amika


The campaign was shot on film by photographer and director Anisha Sisodia in tandem with director of photography Steven Mastorelli. Some of the featured talent includes model and disability advocate Bri Scalesse, 26, as well as Elizabeth Sweetheart, 74, known as the Green Lady of Brooklyn, among many other unique individuals.


“’Love All Your Hair Days’ carries on amika’s fierce commitment to inclusivity, representing people of all ages, ethnicities, backgrounds, abilities and more. The name amika means ‘friend,’ and like a friend, our products are straightforward and dependable, while also being fun,” shares amika Creative Director Vita Raykhman. “Both the brand and ‘Love All Your Hair Days’ are so relatable—there are no unattainable ideals. The campaign empowers people to have fun and accept their hair, no matter what sort of hair day they are having.”


“As a digitally-driven brand, we’re excited to amplify our brand awareness through our brand equity campaign, supported by digital-first paid acquisition, to share with consumers not only our incredible product range, but also continue towards our purpose—progressing the beauty industry to make a positive impact on people and the planet,” says Chelsea Riggs, amika’s Brand President. 


amika also plans to launch their first paid TikTok campaign to support the March 2022 launch of limited-edition Jumbo Perk Up Dry Shampoo. The jumbo, which is 38 percent larger than its full-size counterpart, will launch in celebration of the 10-year anniversary of Perk Up Dry Shampoo, amika’s best-selling product.


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