the strand

the inside scoop on amika:
brooklyn lifestyle, all things hair.
debunking product myths +
serving look inspo, one strand at a time.

friend of amika: how lauren learned to take better care of her hair

The name amika means friend in the language Esperanto and is a symbol of our belief in power of community and the beauty of diversity. For us, being a friend means creating a platform where everyone feels 100% welcome and at ease to be themselves. We want to cut through the noise by being straightforward and championing positivity, realness, and fun.   

You are the reason why we continue to create haircare and tools that are effective, high performing, and let you be your unique self. So, to give some love back to our community, we’ve created a series where we feature YOU; the people that inspire us the most.   

what's your name, friend?

Lauren Romero! aka @artbaby222  

how did you find out about amika?

I found out about amika through Instagram and my friends in the beauty/skincare community.  

how long have you been a friend of amika?

I have been a friend of amika for about a year and a half now! I bought some sample sizes of shampoo and conditioner and I haven’t looked back since! My hair health has never been better.  

tell us about your favorite amika products and why you love them!

I absolutely adore the normcore shampoo and conditioner duo! It is what originally got me hooked on amika products and helped my hair health so much! My hair is never tangled after I was with these two, and in fact it feels so nice and moisturized and healthy.  

Another favorite product of mine is the perk up dry shampoo! This is one of the only dry shampoos that I truly enjoy using and I feel like really works. The scent is also super yummy! It helps bring life back into my 3-4 day old hair.  

My last holy grail amika product is the closer instant repair cream! This product has truly done so much for my split ends and damaged parts of my hair. I always look forward to applying it after a shower. This product alone has helped my hair health so much!  

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how would you describe your relationship with your hair?

I would describe my relationship with my hair as a healthy relationship that is always trying to improve. Before I started using amika products I never really took great care of my hair. I didn’t use great products and I didn’t spend much time taking care of it, but now taking care of my hair is more of a ritual. I love wash days and when I get to spend time nourishing my hair and it’s ends. I also feel way more confident with healthy hair! As long as my hair is done and feels good, I feel good!  

do you feel that your hair is part of your identity?

I would definitely say that my hair is a part of my identity. I have felt this way ever since I was a little girl, mostly because I have natural red highlights that were passed down to me from my great grandpa and they make me feel very unique. I have always connected my hair to my identity.  

you got to test out the kure collection before it launched tell us your experience!

The new and improved kure collection is absolutely incredible! Before trying the new kure collection, I was actually using the previous formula which I thought was really helping my hair, but I was even more wowed when I started trying out the improved kure collection. I haven’t had my hair cut since May and this line improved my hair health and brought some major life to it. I think this collection couldn’t have come out at a more perfect time! Especially with people not going to the salons as frequently due to the pandemic. I absolutely loved using all of these products and I still use them all almost every single wash day! Over time I noticed my hair feeling healthier, less weighed down and I also noticed a major improvement in my split ends and breakage. My favorite products out of this collection would be the shampoo and conditioner duo, as well as the closer instant repair hair cream.  

 We love having thought provoking dialogue with our amika fam + friends. If you want to be part of the conversation, don’t be afraid to reach out. For the chance to be featured on The Strand and be part of our ever-growing community of friends, click here and tell us a little bit about your relationship with your hair. 

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