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A new promotional video features Jamie Brice, celebrity hairstylist and Amika’s pro lead educator, sharing her personal connections to the brand.
July 28, 2025
By: Lianna Albrizio
Associate Editor
Amika is launching a new brand equity campaign couched as a lover letter to the community that helped shape the cult-favorite indie. These are the stylists who built its credibility, loyal brand fans and the rituals that have turned its products into essentials, officials said.
The campaign’s new video features Jamie Brice, celebrity hairstylist and Amika’s pro lead educator, sharing her personal connections to the brand and how it continues to support, celebrate and elevate pro stylists. Through authentic storytelling and intimate behind-the-chair moments, the video captures the joy, creativity and trust that define Amika’s relationship with its community.
“Our story wouldn’t be possible without the pro community,” said Chelsea Riggs, Amika CEO. “Stylists were the first to believe in us, their trust, creativity and high standards helped build the brand we are today. They continue to inspire us every day to make professional haircare more joyful, inclusive and high-performing than ever.”
Watch the video here:
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