how we partnered with Ellis Brooklyn to create NEW perk up MIAMI NECTAR
we let our wanderlust run wild with our friends at Ellis Brooklyn + dreamt up the hottest collab to hit your haircare routine: NEW perk up MIAMI NECTAR dry shampoo, the #1 prestige dry shampoo in the U.S.* perked up with Ellis Brooklyn’s sunniest scent, MIAMI NECTAR. so, what’s the lowdown on this limited-edition launch? we chatted with amika CEO Chelsea Riggs and Ellis Brooklyn CEO Bee Shapiro to get the scoop on the collab, the collectible, and the brands’ budding friendship.
*Circana, U.S. Prestige Beauty Total Measured Market, Hair Product Sales for 5.3oz size, 12 months ending December 2024.
- what is perk up MIAMI NECTAR dry shampoo?
- why did we team up with Ellis Brooklyn for our newest collab?
what is perk up MIAMI NECTAR dry shampoo?
perk up MIAMI NECTAR dry shampoo is a match made in paradise—it’s all the perks of the perk up you love, plus the sun-kissed scent of pink pineapple and coconut water. like our original perk up formula, perk up MIAMI NECTAR cleans and refreshes your scalp and roots, while adding instant volume and body. it also extends the life of your style between washes without leaving a residue. the only difference? that oh-so-heavenly tropical scent, courtesy of Ellis Brooklyn’s signature fragrance, MIAMI NECTAR.
perk up MIAMI NECTAR is ideal for all hair types, especially those looking to remove excess oil from their scalps between washes. but hurry—if you’re looking to spritz strands with this tropical twist on your fave dry shampoo, it's only available for a limited time!
why did we team up with Ellis Brooklyn for our newest collab?
partnering our much-loved dry shampoo formula with a bit of Miami paradise felt like a natural collaboration from the start, according to amika CEO Chelsea Riggs.
“we knew we wanted to do a collaboration for a while now featuring perk up,” Chelsea explains.“it’s our amika OG, and what better way to make than happen than to play up fragrance? we're known for our signature fragrance and it was a great opportunity to do something fun.”
when Ellis Brooklyn came up as a potential partner for that collab, it felt like the perfect fit. a match made in paradise, you could say.
“we were introduced to Ellis Brooklyn and loved all of their shared core values: sustainability, the planet, and clean beauty...so it felt like a natural partnership,” Chelsea says. who better to match up with perk up than another female-led, Brooklyn-born company?
similarly, Ellis Brooklyn CEO Bee Shapiro loved the idea of working with amika on a new perk up collab because she was already a perk up fan.
“this is my favorite dry shampoo...so I was already using perk up and it all came together. I was like, ‘these are my two favorite beauty things in the entire world,’” she says.
once the partnership was signed and sealed, next came the best part—choosing the scent. while Ellis Brooklyn has many incredible fragrances to choose from, everyone agreed MIAMI NECTAR was the perfect pairing for perk up.
“there was no doubt in our mind that that was the right fragrance,” Chelsea explains. “it's so juicy and I also love that it’s a luxury fragrance. you’re able to use perk up MIAMI NECTAR in a way that’s refreshing and more than just a dry shampoo.”
now that the collab is officially here, both Bee and Chelsea couldn’t be more thrilled. “this collaboration reflects the spirits of both brands because it truly is the joyous experience of using Ellis Brooklyn and amika,” Chelsea says.
Bee echoes her excitement, adding, “we’ve never collaborated with another brand, so to see it come together so naturally has been really special.”
snag the sun-kissed scent of perk up MIAMI NECTAR now before it jets off for good!