brand protection

What is diversion?

Good question. Most consumers are not familiar with the term, but have most likely come across diverted products in one place or another. Products are considered “diverted” if they are sold in unauthorized places or retailers. For example, only salons or authorized retailers, related websites are authorized to sell amika products. If you come across amika products at a discounted or auction website or drugstore, the product is considered diverted.

Why is diversion bad?

Diverted products can be counterfeit, diluted formulas, or old, expired formulas that may not be safe to use.

Similarly, diverted tools will not meet our standards and are not covered under our warranty program.

This means if you buy our products at a supermarket, drugstore, or any other outlet other than a salon or our select retailers, we cannot guarantee that it is an authentic amika product that will perform as intended.

Am I in danger?

You could be. Products purchased from unauthorized retailers can be contaminated or even counterfeit and can cause irritation or even allergies. We pride ourselves in the performance + quality of our products and want to make sure to give consumers + stylists alike a good product experience which we can only guarantee, if products are purchased from an authorized source.

What can I do to help?

If you find an amika product outside of our authorized retailers, don't buy it!

Please fill out this form and ideally include a picture. We will conduct a full investigation. And please tell your friends about the potential danger of diverted products!

Shop at authorized retailers*:

  • Sephora (in stores + online)
  • Kohl's
  • Amazon
  • Approved salons + professional distributors
  • Birchbox
  • Boxycharm
  • Planet Beauty

*this list subject to change periodically

What amika is doing to fight diversion

We are 100% committed to our salons partners, retailers and consumers. To protect those amika salons and retailers as well as to ensure that consumers only receive the highest quality amika products, we have taken the following steps to pro-actively combat diversion:

A sophisticated identification system has been put in place so that the source of each amika product can be identified by multiple codes printed on the packaging. Tracking product allows us to see exactly who is purchasing at each cycle of purchase all the way down to the salon level, so we can determine the source quickly and easily.

Once diverted products are discovered, legal action will be taken against the responsible parties – both seller and supplier.

Any salon, distributor or retailer will be immediately terminated should they re-sell products to any unauthorized party.

amika runs frequent checks to uncover any unauthorized sales online. In addition, all amika associates are instructed to buy any diverted product they encounter to decode the source of the diversion and identify diverters.

Thank you for joining us in this fight against diversion. If you have any questions or suggestions please drop us a note at, we are always happy to hear from you.


The amika team