Recently, Amika has entered the fragrance space with the launch of its first personal scent in over a decade. Priced at $28, the brand claim that the product is a personal fragrance—often in the form of hair and body sprays. This type of trend have become a key growth driver for haircare, skincare, and makeup brands, fueled by Gen Z demand.
“There’s [an element] of self-care and self-expression that we see among beauty consumers today, particularly among Gen Z,” said Nilofer Vahora, Amika’s CMO. “That intersection of functional and emotional is truly a point of difference for Amika.”
CEO Chelsea Riggs noted that customers have been requesting a fragrance for years, making the debut campaign deeply customer-driven. The rollout, with the tagline “You messaged, we answered,” will feature 2,000 mailers gifted to engaged consumers and stylists, as well as participation from Amika’s growing Stylist Collective—hairstylists who serve as educators and ambassadors for the brand.
While Riggs declined to share sales forecasts, she acknowledged fragrance could become a meaningful contributor to Amika’s business, which industry sources valued at $175 million to $200 million in 2023. The move follows the brand’s successful dry shampoo collaboration with Ellis Brooklyn earlier this year, which sold out six times faster than expected.
It is stated that the favorite hair care brand of Gen Alpha, per Piper Sandler’s Taking Stock With Teens survey, Amika is growing in the domestic and international markets. It’s been quick to gain market share in the U.K., and Stateside, Amika is the top mask brand and second-largest shampoo brand. Per Circana, it’s the fourth-largest hair brand by sales in the U.S., and CreatorIQ data shows it as hair’s sixth- largest by earned media value.
