Why it's Ultimate

Translating to 'friend', amika is designed to be your mane's new BFF. Born in Brooklyn and founded in 2007, the brand isn't afraid to bend the rules. Championing itself as inclusive to all, it celebrates different tresses textures, types and styles. Crafted with damaged, breakage-prone hair in mind, the Kure range, featuring The Kure Bond Repair Shampoo (275ml) is clinically proven to strengthen hair, reduce breakage and prevent future damage via innovative ingredients like bond cure technology, a complex that boosts the strength and elasticity of your strands.