Amika was founded by industry OUTSIDERS in Williamsburg, Brooklyn in 2007 and is the antithesis of a typical beauty brand. Instead of purveying unattainable perfection, they believe in an idiosyncratic and totally individual version of beauty. Amika produces highly effective haircare that has always been cruelty-free, formulated without sulfates, parabens, aluminum starch, and other harmful chemicals. With adorable packaging, and great smelling products, Amika’s 10 collections are made for every hair concern-no matter ethnicity, age, or gender.