dry, damaged hair? amika has the kure!
Toronto ON: amika’s Repair Collection is getting a major upgrade this March—launching four products packed with Bond Cure Technology, vegan proteins and plant butters. Two products are entirely new and must-haves for split ends, damaged or chemically treated hair, while the best-selling The Kure Repair Shampoo + Conditioner will have a new and improved formula.
Hair is comprised of several types of bonds, with hydrogen bonds being the weakest yet most abundant type. These bonds are broken every day by heat styling, chemical treatments and environmental stressors, and when they break, the damage makes hair less manageable, and hair can look frizzy and dull. amika’s newest launches target these hydrogen bonds and are clinically proven to repair and strengthen hair and prevent future damage.
NEW! The Kure Multi-Task Repair Treatment | CAD $37 (200 mL)
A 60-second reparative mask that has been clinically tested to strengthen hair by 2.4x with 74% more repair, and 58% less breakage, plus it prevents future damage! This multi-tasking must-have has been packed with bond cure technology, vegan proteins, plant butters and ultra-nourishing sea buckthorn berry, amika's signature ingredient, to bring dry, damaged hair back from the breaking point. This treatment can be used in the shower or as a leave-in treatment and is ideal for those with damaged or chemically treated hair and those looking to reduce breakage and strengthen hair.
NEW! The Closer Instant Repair Cream | CAD $33 (50 mL)
A 2-in-1 leave-in treatment and styling cream that reinforces over-processed, overstressed hair strands to instantly help smooth and seal split-ends. It instantly seals 96% of split ends. Packed with bond cure technology, plant butters and vegan proteins, this lightweight, non-greasy formula reduces frizz, seals split ends and softens hair while also working to bring dry, damaged hair back from the breaking point. This styling-treatment hybrid transforms super-stressed hair in just one use—like your hair just got a trim. The Closer Instant Repair Cream is ideal for those with damaged or chemically treated hair and those looking to reduce breakage and strengthen hair.
REFORMULATED & NEW NAME! The Kure Bond Repair Shampoo + Conditioner | CAD $29 each (shampoo 300 mL, conditioner 250 mL)
Reformulated to be packed with bond cure technology, vegan proteins and plant butters. amika’s blend of fibre-protecting ingredients works to repair the condition of hair affected by chemical and physical stressors while strengthening hair to reduce breakage, instantly detangling and adding intense hydration that won’t weigh hair down. This repairing wash duo is ideal for those with damaged or chemically treated hair. Clinically tested to provide 87% more repair, 55% less breakage, 2x stronger hair after one use.
Always cruelty-free
Available at Sephora and professional salons nationwide!
Key Ingredients in amika’s Repair Collection
sea buckthorn berry
Rich in vitamin C and A, antioxidants and healthy omega fatty acids, including the essential omega-7.
bond cure technology
A proprietary blend of ingredients that are meant to target hydrogen bonds, the most abundant bonds in your hair that are most prone to breakage—from chemical, to mechanical, to natural breakage and environmental stressors—leaving damaged hair stronger after use.
plant butters
Including mango butter extract packed with omegas and vitamins a, c and e, omega-6 fatty acid-rich borage oil extract, plus shea butter extract. It's loaded with vitamins, minerals, and five principal fatty acids.
vegan proteins
Featuring hydrolyzed quinoa, which contains all 8 essential amino acids, plus hydrolyzed rice protein that’s rich in amino acids, vitamin e, ferulic acid, allantoin and starch.
Formulated without parabens, phthalates, sulphates, gluten, mineral oil, sodium chloride, nanoparticles, artificial colourants, MIT/MCIT or petrolatum.
For more information, to request an interview and to try these products, please contact:
Emily Dawson, Publicist | Blend PR
416-907-0977
Chris Binet Publicist | Blend PR
416-907-0977
About amika
amika was conceived by industry outsiders in 2007 to be the antithesis of a typical beauty brand. Straight out of Brooklyn, where creativity and hustle are a way of life, they’re a collective of creatives, hairstylists, chemists, and product enthusiasts. They like to break out of the industry standards that don’t make sense, leading to some radical thinking from their packaging, their company values, the people they hire, and the products they make. The result is a culture of inclusion, positivity and fun.
The name amika means friend in the language Esperanto. Esperanto was an international language created with a specific purpose in mind: to unite the human race. The name “amika” is a symbol of their belief in the power of community and the beauty of diversity. All hair is welcome. They create products to solve common hair concerns. Their assortment includes 10 collections for every hair type, texture and style.
amika only makes products that make them proud. Highly effective haircare that has always been certified cruelty-free formulated without sulphates, parabens, aluminum starch and over 1,300 questionable ingredients banned by the European Union. Going cleaner and greener is the top thing on their mind. They are working hard to switch over to post-consumer recycled, sustainable materials & ingredients as much as possible.
amika is a friend to hair, hairstylists, to her, him, them and you.
