Hair care brand Amika is expanding its retail footprint with a new partnership with Ulta Beauty, marking a major step in its omnichannel growth strategy. Beginning December 1, Amika will be available in all Ulta Beauty stores nationwide, including its professional salon network — the brand’s second specialty retail partnership following its long-standing relationship with Sephora.
The expansion follows a strong year of innovation for the brand, which recently launched a hair and body mist as well as several treatment-styling hybrid products. “We’ve also had some amazing launches this year — a lot of incredible treatments,” said Chelsea Riggs, CEO of Amika. “Our other big launch was our frizz collection, which has been bananas ever since we launched it.”
Riggs noted that Amika’s steady growth in the professional channel helped build confidence for this broader retail rollout. “Ulta has always had a very strong hair business because of the salon, and we’re a salon brand at the end of the day — it’s how we’ve built everything around us,” she said. “Ulta came with an incredible opportunity as they were looking to invest in their special sauce, which is this blend of bringing a different retail experience with a salon point of view. We also meet all five of their Conscious Beauty pillars.”
Nilofer Vahora, Amika’s chief marketing officer, highlighted how the brand’s salon heritage continues to drive emotional connection and education. “We’re helping stylists create more of an emotional experience for their clients in salons,” she said. “Our products are for all hair types, textures, and styles — when guests have that moment of joyful discovery, that turns into trial, routines, and immense advocacy for us.”
For Amika, Ulta’s diverse customer base represents a major growth opportunity. “We love that Ulta brings a diverse customer that’s there shopping for hair care,” Vahora added. “It gives us an opportunity to bring our broader range of products to that customer — across age groups, demographics, ethnicities, and hairstyles.”
