amika pro stylist Jamie Brice | Photo courtesy of amikaBy Kelsi Zimmerman·May 08, 2026
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Before amika was the top haircare brand at Sephora and the go-to hair brand for teens and Gen Alpha (per Piper Sandler’s 2025 report), it was a cult favorite behind the chair. Now, in a bold new brand equity campaign, "It's amika," that launched July 23, amika is shining the spotlight on the community that built it: hairstylists.
A look at the "It's amika" campaign, starring amika Pro Stylist and Educator, Jamie Brice:
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