Brooklyn-based haircare brand Amika declares, “All Hair is Welcome” with its new campaign celebrating diversity and inclusivity —nad its as colorful as its packaging. 

The campaign includes bold images and a series of videos that will be shared across social media and used in digital advertising initiatives. In addition to the visual campaign, Amika has also updated its brand messaging to highlight its cruelty-free ethos, clean ingredients, and commitment to the environment.

The hair in the campaign images was styled by Amika’s Global Artistic Director, Naeemah LaFond, as well as Mischa G and Jamie Brice. Amika also worked with GoodQues, a branding consultancy based in New York, to leverage their proprietary research tools to craft a tone of voice, persona and brand statement that was true to amika’s DNA and reflective of its community. 

The video features an array of actors, influencers and everyday people—including parents of employees—and was entirely self-filmed in the subjects’ own homes during the quarantine. It was initially scheduled to be created in early Spring 2020, however, plans came to a halt due to the pandemic.

Vita Raykhman, amika’s co-founder and creative director, says, “The concept of the All Hair Is Welcome campaign is to have our community speak to what the brand stands for in their own voice. We are continuously inspired by individuality….we wanted to bring that to the forefront rather than conceal it behind a shoot that was overly styled.”

Raykhman continues, “While we did have to pivot from the original concept for the video shoot, we loved getting into the worlds of those featured, and in a way the campaign turned out even better than we expected as it added to the authenticity.”

Chelsea Riggs, amika’s brand president, adds, “Amika is known for our fun, approachable packaging and high-performance products, but we felt our existing messaging wasn’t clearly articulating our purpose or mission. Now more than ever, people want to support brands who share their values while still meeting their requirements for product efficacy, customer experience and accessibility.”

Riggs continues, “…and so we built a company of likeminded people to bring this vision to life. By clarifying who we are, we will continue to attract like-minded people, whether that’s customers, employees or business partners, and will give everyone that interacts with the brand a renewed sense of purpose to ensure that all are welcome, always.”