On the heels of double-digit growth last year, Amika is going back to its roots.
The hair care brand, which sells at Sephora and Amazon as well as its own website, is focusing on owning its hero product’s category: dry shampoo. That entails the launch of its third dry shampoo, Perk Up Ultra Oil Control Dry Shampoo, an ensuing campaign and a New York pop-up.
“We ended 2023 up close to 80 percent over the year prior, and we plan to be up 40 percent,” said Chelsea Riggs, the brand’s chief executive officer. “We are in the top five hair brands, according to Circana, and we’re beating our goals.”
In 2022, Amika and sister brand Eva NYC were said to reach a combined $150 million in sales . Citing Circana data, the company also said its dry shampoos are growing at over twice the rate of the segment overall, hence the brand’s investment in keeping that momentum going.
“We expand our focus categories every year, but we keep a few of the primary. Shampoo and conditioner, for example, have been a huge focus for us and they’re also 60 to 70 percent of the prestige hair market,” Riggs said. “But dry shampoo is our core product, and we’re defending this as a category. Masks are the other one.”