Amika Goes Back to Its Roots With a New Campaign Celebrating Stylists

BTC Exclusive: amika Artists are the Stars of the Brand’s New Campaign “It’s amika”   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:   amika pro stylist Jamie Brice | Photo courtesy of amika (more…)