Amika Enters Anti-Aging Hair Segment with New Volumizing Product

If you’ve ever wondered what the name “Amika” means, it’s the word for “friend” in Esperanto, a language created in 1887 and conceived as a means of international communication based on roots in major European languages. “It’s a beautiful, hopeful story about connecting the world with one language. That’s the premise of everything we’re building with this brand,” says Amika CEO and founding member Chelsea Riggs. “As we say, Amika means ‘friend.’ We’re friends with hair, hairstylists, the planet and you. Our tagline is ‘All Hair Welcome.'”

It’s clear that Amika takes friendships seriously, and that’s evident in the way they cherish their old friends. Many loyal customers have been with Amika since the brand launched nearly 15 years ago. “The core customer that loves the brand and has been with us for a long time is the millennial generation,” Riggs says. “Someone who was 20 years old 15 years ago is now in their mid-30s and 40s, and as they get older, their hair care needs change.”

As Amika grows and ages with its customers, it is launching its first anti-aging hair products, The Big Hit shampoo and conditioner, and Rising Star volumizing spray.The Amika team researched the biggest hair concern of people over 35 and found out that it was flat and thin hair.

“Traditionally, volumizing products have a high pH level, which works by opening up the cuticle,” says Riggs. “If you think of the cuticle as a pinecone, it lifts the cuticle and the pinecones overlap to create volume. But these products disrupt the cuticle. As we age, we lose moisture and lipids, which creates oxidative stress in the hair. If you have a dry scalp or brittle hair, using traditional volumizing products can be counterproductive, especially for mature hair that wants volume. When we looked to develop Big Hit, we were challenged to develop a technology that works on the hair itself, rather than lifting the cuticle to create the same effect. The technology we achieve with a light amount of moisture creates a foundation that allows the hair to grow on top of it.”

Designed as a system for optimal results, our shampoo and conditioner are infused with caffeine to moisturize and instantly add volume that lasts all day, while Amika Rising Star Volumizing Spray contains Carob Seed Extract to lift hair from the roots for visibly fuller, fuller hair without the stiffness or dryness.

“All of our products start with a star ingredient, the sea buckthorn berry, which we call its superfruit soul,” says Riggs. “We’ve been using it since we developed our first products. It’s a great ingredient for scalp, skin and hair. It contains 16 times more vitamin C as an antioxidant and preservative than an orange. This berry is bright orange, which is Amika’s signature color and the inspiration for our packaging. Historically, it grew in the Himalayas, and you can picture this bright orange berry in the middle of nowhere. It’s an element of sunshine and positivity. 40% of this little berry is made up of omega-7, which is often found in fish oils and animal fats, and is great for collagen regeneration. We use a variety of ingredients in certain products, including juice, seed extract, oil and leaf extract. It’s also in our volumizing shampoo, conditioner and spray.”

The line also contains other ingredients for volumizing. “The shampoo has some ingredients that are really energizing for the skin and scalp: caffeine and volumizing polymers, which sit on the cuticle and fake density and volume,” Riggs says. “From a moisturizing standpoint, we have sea buckthorn and glycerin, which are pretty standard ingredients, but they’re great for hair.” The spray contains Marlbium vulgare extract for sebum regulation, which protects an irritated and stressed scalp from harsh environmental stressors, and hydrolyzed soy protein helps widen the diameter of the hair fiber to boost volume.

But Riggs points out that it takes more than just products to make your hair sky-high: “When it comes to volume, shampoo and conditioner alone won’t give you crazy Cindy Crawford hair in the ’90s. That’s the first step,” says Riggs. “You have to use a styler when your hair is flat, and you have to use a certain technique when blow-drying.”

While hair changes throughout its life cycle, the effects of aging begin to show in your 30s and 40s. Around age 40, your hair starts to shrink in density and diameter, says Riggs. Other factors can hasten this, such as pregnancy or an extremely stressful event that can cause other changes. Plus, as you age, your hair loses pigment, graying hairs change texture and make your hair more brittle. “Your hair follicles shrink in diameter, and so does the amount of hair growing out of your scalp,” says Riggs. “It gets even worse after menopause.” Excessive UV damage can make your hair more susceptible to damage and speed up the aging process.

While you can’t stop the aging process completely, there are steps you can take to slow it down, starting with a healthy hair care routine: Avoid taking very hot showers when washing your hair, as this can strip the natural lipids. When using hot tools, be sure to use a heat protectant, avoid the highest heat setting, and don’t expose your scalp to the high heat of a hair dryer. Get a cut more frequently to prevent split ends and damage. Stay hydrated, and remember that your diet plays a big role. Make sure you’re getting the right vitamins, minerals, and nutrients. “Miracles don’t come in bottles; you need to take care of yourself, too,” says Riggs.

Of course, the three new volumizing products will work for all ages: “If you’re 25, it’s no different,” says Riggs. “If you have straight, fine hair, you’re going to have the same issues as people with hair problems because your hair loses diameter density as you age.”

This is intentional, as Amika already has a sizable Gen Z fanbase. “We’re the No. 1 haircare brand among teens, launched by Piper Sandler a few months ago, and we have a cross-generational following,” Riggs says. “As we expand, we want to make sure we have a much larger portfolio that caters to not only all hair types, but all hair needs and is more inclusive from an age standpoint. We’re very multifaceted and fit the lens of all hair being welcome, making sure we have products that cater to all hair types, textures and styles.”