Why it's Ultimate

Founded by industry outsiders in Williamsburg, Brooklyn in 2007, amika prides itself on celebrating all hair types, textures and styles. Boasting 10 collections that yield top-notch results – whatever your wishes – this indie brand is the stylist-slash-saviour of your hair dreams. Crafted with damaged, breakage-prone hair in mind, the kure range 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 - plant butters and vegan proteins.