Amika’s Rise: Gen Z Approved, Gen Alpha Adored
PetitePaulina – Amika secured its status as a youth darling—standing out as the favorite haircare brand among Gen Alpha, according to Piper Sandler’s Taking Stock With Teens survey. Simultaneously, it’s maintained dominance among Millennials and Gen Z in categories like masks (No. 1 in the U.S.) and shampoo (the second-largest). This multigenerational appeal is fueling its rapid growth domestically and abroad.
Surging Market Share in the U.S. and U.K.
Amika is gaining traction fast. In the U.K., the brand is rapidly carving out a slice of the mid-market to prestige haircare pie. Back home, Circana reports it as the fourth-largest hair brand by sales in the United States. Moreover, CreatorIQ ranks Amika sixth in the haircare category by earned media value—proof that it’s not just selling well, but creating buzz too.
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Tapping into the Fragrance Craze
Amika leveraged its rising influence by expanding beyond styling products. It launched a vibrant hair mist in collaboration with Ellis Brooklyn. Dubbed “Perk Up Miami Nectar,” this limited-edition fragrance blend sold out six times faster than anticipated. The playful packaging and youthful energy perfectly aligned with Amika’s signature aesthetic.
Hair Perfume: A Fast-Growing Beauty Trend
Hair and body mists are on fire in the prestige fragrance market—sales surged 94% year-over-year in 2024, reaching $474 million, per Glossy Pop. Amika’s foray via the Ellis Brooklyn collaboration positions it not only as a haircare powerhouse but also a fragrance innovator.
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A Complete Lifestyle Brand in the Making
Amika’s strategic product depth, whether in performance formulas or sensory-driven extensions like mists, highlights its evolution beyond haircare into lifestyle branding. Its colorful identity and community-first messaging resonate with younger audiences who value both efficacy and self-expression.
Looking Ahead: Could Amika Enter Fragrance Permanently?
Given the hair mist’s rapid sell-outs and category growth, Amika may well expand its scent offerings. The success signals strong potential for a full fragrance line or more creative collabs. Whatever it does next, Amika’s blend of tangible performance and whimsical storytelling keeps it a standout among modern beauty brands.
