Amika is returning to the fragrance category with a new hair and body mist, which is the “most requested product” in the brand’s 18-year history.
The US-based Gen Z beauty brand has bottled the signature scent used in its hair care range into a non-drying fragrance mist that can be worn from head-to-toe.
The creation of Amika: Aura Hair + Body Mist is in response to unprecedented consumer demand, said the brand, and is not its first foray into the perfume arena.
“We did not set out to chase fragrance trends – we set out to respond to a real, persistent need, and this was the most requested product in our brand’s history,” Nilofer Vahora, Amika's Chief Marketing Officer, told Cosmetics Business.
“Fragrance was not a marketing idea – it was a community demand.
“Ever since we launched our dry shampoo, people have asked us to bottle the scent.
“When we discontinued our original hair fragrance years ago, that demand only grew louder.
“The timing aligned with a cultural shift: body mists are exploding in popularity, especially among Gen Z, and the global fragrance category is projected to hit US$8.7bn this year.
“It is what we are calling ‘emotional expansion’: giving people more ways to experience what they already love about Amika.”
Amika: Aura Hair + Body Mist is the same signature fragrance already infused into the brand's bestselling hair care products, such as Perk Up Dry Shampoo and Soulfood Nourishing Mask.
The perfume has top notes of
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.