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Amika Goes Back to Its Roots With a New Campaign Celebrating Stylists | Behindthechair.com

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amika pro stylist Jamie Brice | Photo courtesy of amika

Amika Goes Back to Its Roots With a New Campaign Celebrating Stylists

By Kelsi Zimmerman·May 08, 2026

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BTC Exclusive: amika Artists are the Stars of the Brand's New Campaign "It's amika"

Before amika was the top haircare brand at Sephora and the go-to hair brand for teens and Gen Alpha (per Piper Sandler’s 2025 report), it was a cult favorite behind the chair. Now, in a bold new brand equity campaign, "It's amika," that launched July 23, amika is shining the spotlight on the community that built it: hairstylists.

A look at the "It's amika" campaign, starring amika Pro Stylist and Educator, Jamie Brice:

itsamika_equity_LCallahan_022625_KV5_Saavan_Jamie_5178_DELIVERY_600x600

itsamika_equity_LCallahan_022625_KV12_Alexis_Yebecca_1094_DELIVERY_600x600

Here's How amika's New Campaign Closes the Pro-to-Consumer Gap

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