what is blowout babe thermal ionic hairbrush?

create a blowout look with no blow dryer or hot air required!

cleanse, condition + treat with a complete routine that puts softness first

what is the soft strand stars nourishing wash + care set?

real results backed by clinical proof + infused with our signature superfruit. 

who it's for

medium to thick hair types seeking nourishment. 

why it's special

soft hair starts here. this 3-piece system includes:

• full size! normcore signature shampoo + conditioner: a nourishing wash duo that gets hair clean, soft + 7x more conditioned.*
• travel size! soulfood nourishing mask: a rich, nutrient-packed mask for next-level softness + 11.4x more moisture.*

*clinically proven when used as a system.
*clinically proven, after 1 use.

how to use

for can’t-stop-touching-it softness:

1. massage shampoo into wet hair to gently cleanse + nourish. rinse.
2. smooth conditioner from mid-lengths to ends to hydrate + soften. rinse.
3. apply mask from roots to ends + wait 5-7 minutes to deeply condition. rinse.                             

safety information:

avoid contact with eyes.

key ingredients

• jojoba seed oil: helps to moisturize + soften hair. 
• coconut acid: helps to lather + condition. 
• shea butter: rich in vitamins, minerals + fatty acids.
• sea buckthorn: our signature superfruit that’s loaded with vitamin C, A, fatty acid omega 7 + antioxidants making it the ultimate holy grail for your hair + skin.                           

full ingredients

normcore signature shampoo:
water/eau/aqua, sodium cocoyl isethionate, glycol stearate, cocamidopropyl hydroxysultaine, cocamidoproylamine oxide, coconut acid, glycerin, cocamidopropyl betaine, cocamidopropyl dimethylamine, sodium isethionate, hippophae rhammnoides (sea buckthorn/argousier) fruit extract, phenoxyethanol, peg-150 distearate, caprylyl glycol, guar hydroxypropyltrimonium chloride, polyquaternium-7, ethylhexylglycerin, hexylene glycol, dimethylamidopropylamine, citric acid, sodium chloride, fragrance/parfum

normcore signature conditioner:
water/eau/aqua, cetearyl alcohol, behentrimonium chloride*, fragrance/parfum, glycerin, butyrospermum parkii (shea/karite) butter, hippophae rhamnoides (sea buckthorn/argousier) fruit extract, silicone quaternium-8, trideceth-10, capryloyl glycerin/sebacic acid copolymer, diheptyl succinate, isopropyl alcohol, cocamide mipa, polyquaternium-37, caprylyl glycol, propylene glycol dicaprylate/dicaprate, ethylhexylglycerin, hexylene glycol, ppg-1 trideceth-6, citric acid, sodium hydroxide, phenoxyethanol, butylphenyl methylpropional, limonene, hydroxycitronellal, hydroxyisohexyl 3-cyclohexene carboxaldehyde, citronellol *antistatic agent/agent antistatique.

soulfood nourishing hair mask:
water/eau/aqua, cetyl alcohol, cetearyl alcohol, simmondsia chinensis (jojoba) seed oil, panthenol, behentrimonium chloride, dimethicone, propylene glycol, hippophae rhamnoides (sea buckthorn/argousier) seed oil, phenoxyethanol, cetrimonium chloride, isopropyl alcohol, fragrance/parfum, ascorbic acid, citric acid, butylphenyl methylpropional, limonene, hydroxycitronellal, hydroxyisohexyl 3-cyclohexene carboxaldehyde.

all the steps breakage-prone hair needs to restore strength in the shower

what is the mane menders strength repair wash + care set?

a stylist-trusted system to target damage, dryness + breakage.  

who it's for

all hair types 1–4c experiencing damage and dryness 

why it's special

all the steps breakage-prone hair needs to restore strength in the shower.

• full size! the kure strength repair shampoo + conditioner: a fortifying wash duo that leaves hair 2x stronger* with 55% less breakage.*
• travel size! the kure intense strength repair mask: an intensive mask that leaves hair 5.6x stronger** + majorly moisturized in minutes.

*clinically proven when shampoo + conditioner are used continuously as a system.
**clinically proven with continued use.

how to use

to bring hair back from its breaking point:

1. massage shampoo into wet hair to gently cleanse weakened strands. rinse.

2. smooth conditioner from mid-lengths to ends to moisturize + reduce breakage. rinse.

3. apply mask from roots to ends + wait 5-7 minutes for deep conditioning + strength repair. rinse.

safety information:

avoid contact with eyes.

key ingredients

• fortifying technology: helps target + strengthen hair prone to breakage.
  

• borage oil: extracted from starflower seeds, this oil contains the highest levels of the essential omega-6 fatty acid.

• shea butter: rich in vitamins, minerals + fatty acids.

• sea buckthorn: our signature superfruit that’s loaded with vitamin C, A, fatty acid omega 7 + antioxidants making it the ultimate holy grail for your hair + skin."                                

full ingredients

the kure shampoo: water/aqua/eau, sodium c14-16 olefin sulfonate, cocamidopropyl betaine, glycerin, disodium cocoamphodiacetate, peg-7 glyceryl cocoate, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, borago officinalis (borage/bourrache) seed oil, persea gratissima (avocado/avocat) oil, mangifera indica (mango/mangue) seed butter, butyrospermum parkii (shea/karite) butter, hydroxypropyl guar hydroxypropyltrimonium chloride, lavandula angustifolia (lavender/lavande) flower extract, chamomilla recutita (matricaria/matricaire) flower extract, rosmarinus officinalis (rosemary/romarin) leaf extract, hydrolyzed quinoa, aminomethyl propanol, bis-pca dimethicone, butylene glycol, disodium edta, disodium peg-12 dimethicone sulfosuccinate, peg-12 dimethicone, peg-150 distearate, polyquaternium-10, polyquaternium-7, polysorbate 20, propylene glycol, glycol, glycol stearate, glycol distearate, sodium methyl cocoyl taurate, citric acid, dehydroacetic acid, benzyl alcohol, phenoxyethanol, potassium sorbate, sodium benzoate, benzoic acid, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene

the kure conditioner: water/aqua/eau, myristyl alcohol, propylene glycol, cetearyl alcohol, cetrimonium chloride*, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, borago officinalis (borage/bourrache) seed oil, mangifera indica (mango/mangue) seed butter, butyrospermum parkii (shea/karite) butter, hydroxypropyl guar hydroxypropyltrimonium chloride, aloe barbadensis leaf juice, glycerin, hydrolyzed quinoa, aminomethyl propanol, bis-pca dimethicone, butylene glycol, c11-15 pareth-7, c12-16 pareth-9, caprylyl glycol, decyl oleate, disodium peg-12 dimethicone sulfosuccinate, trideceth-12, trimethylsiloxyamodimethicone, citric acid, etidronic acid, lauryl alcohol, hydrogenated palm glycerides citrate, phenoxyethanol, potassium sorbate, sodium benzoate, cetyl alcohol, benzyl alcohol, tocopherol, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene *antistatic agent/agent antistatique

the kure intense mask: water/eau/aqua, cetearyl alcohol, cetyl alcohol, dimethicone, glycerin, isopropyl myristate, behentrimonium chloride*, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, borago officinalis (borage/bourrache) seed oil, mangifera indica (mango/mangue) seed butter, butyrospermum parkii (shea/karite) butter, hydroxypropyl guar hydroxypropyltrimonium chloride, hydrolyzed quinoa, panthenol, tocopheryl acetate, cetrimonium chloride*, bis-pca dimethicone, disodium peg-12 dimethicone sulfosuccinate, polyquaternium-37, dicaprylyl carbonate, ethylhexylglycerin, butylene glycol, aminomethyl propanol, lauryl glucoside, benzyl alcohol, potassium sorbate, sodium benzoate, phenoxyethanol, citric acid, isopropyl alcohol, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene *antistatic agent/agent antistatique 

3 steps for 3 days without frizz* 

what is the hydration heavyweights hydrating wash + care set?

everything you need to get over a weekend’s worth of smooth hair. 

who it's for

medium to thick, coarse hair types (2a-4c) prone to frizz

why it's special

tackle humidity head on with a set that keeps hair smooth (no matter the forecast). 3-step system includes:

• full size! forget frizz anti-frizz shampoo + conditioner: a humidity-defying wash duo that fights frizz + keeps styles smooth for 3 days.*
• travel size! frizz-me-not hydrating anti-frizz treatment: a heat-activated treatment that locks in 3 days of frizz + humidity protection.*

*clinically proven for up to 72 hours.
*clinically proven.

how to use

for styles that stay smooth (even in high humidity):

1. massage shampoo into wet hair to gently cleanse + fight frizz. rinse.

2. smooth conditioner from mid-lengths to ends to lock in smoothing moisture. rinse.

3. spray treatment on towel-dried hair. heat style to seal in long-lasting humidity protection.

safety information:

avoid contact with eyes.

key ingredients

• extended humidity shield: helps create a silky shield on hair to block out humidity for a smooth that lasts.
• water lily extract: helps to tame frizz + improve manageability.
• aloe leaf juice: helps to enhance shine + retain hair’s natural moisture.
• hydrasoft smoothing complex: softens + smooths for ultra-glossy hair.
• sea buckthorn: our signature superfruit that’s loaded with vitamin C, A, fatty acid omega 7 + antioxidants making it the ultimate holy grail for your hair + skin.               

full ingredients

forget frizz shampoo: Water/Aqua/Eau, Cetearyl Alcohol, Isopropyl Palmitate, Behentrimonium Chloride, Isododecane, Dimethicone, Glycolic Acid, Lactic Acid, Hippophae Rhamnoides (SeaBuckthorn/Argousier) Fruit/Seed Oil, Cocos Nucifera (Coconut) Oil, Panthenol, Tocopherol (Vitamin E/Vitamine E), Ethyl Linoleate, Ethyl Oleate, Nymphaea Alba (Water Lily) Root Extract, Aloe Barbadensis Leaf Juice, Caprylic Acid, Xylitol, Sorbitol, Trehalose, Polyglyceryl-10 Laurate, PPG-3 Benzyl Ether Myristate, Cocamide MIPA, PPG-1 Trideceth-6, Phenyl Trimethicone, Propylene Glycol, Propylene Glycol Dicaprylate/Dicaprate, Ethylhexylglycerin, Quaternium-91, Polyquaternium-37, Stearamidopropyl Dimethylamine, Sodium Lignosulfonate, Ceresin, Maltodextrin, Tetrasodium Glutamate Diacetate, Magnesium Aluminum Silicate, Guar Hydroxypropyltrimonium Chloride, Sodium Chloride, Benzyl Alcohol, Citric Acid, Isopropyl Alcohol, Phenoxyethanol, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene

forget frizz conditioner: Water/Aqua/Eau, Cetearyl Alcohol, Isopropyl Palmitate, Behentrimonium Chloride*, Isododecane, Dimethicone, Glycolic Acid, Lactic Acid, Hippophae Rhamnoides (Sea Buckthorn/Argousier) Fruit/Seed Oil, Cocos Nucifera (Coconut) Oil, Panthenol, Tocopherol (Vitamin E/Vitamine E), Ethyl Linoleate, Ethyl Oleate, Nymphaea Alba (Water Lily) Root Extract, Aloe Barbadensis Leaf Juice, Caprylic Acid, Xylitol, Sorbitol, Trehalose, Polyglyceryl-10 Laurate, PPG-3 Benzyl Ether Myristate, Cocamide MIPA, PPG-1 Trideceth-6, Phenyl Trimethicone, Propylene Glycol, Propylene Glycol Dicaprylate/Dicaprate, Ethylhexylglycerin, Quaternium-91, Polyquaternium-37, Stearamidopropyl Dimethylamine, Sodium Lignosulfonate, Ceresin, Maltodextrin, Tetrasodium Glutamate Diacetate, Magnesium Aluminum Silicate, Guar Hydroxypropyltrimonium Chloride, Sodium Chloride, Benzyl Alcohol, Citric Acid, Isopropyl Alcohol, Phenoxyethanol, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene *antistatic agent/agent antistatique

frizz-me-not treatment: Water/Eau/Aqua, Butylene Glycol, Isododecane, Dipropylene Glycol, Amodimethicone, Polyquaternium-37, Polysilicone-29, Silicone Quaternium-18, Hippophae Rhamnoides (Sea Buckthorn/Argousier) Fruit/Seed Oil, Cocos Nucifera (Coconut/Nuix de Coco) Oil, Glycolic Acid, Lactic Acid, Panthenol, Tocopherol, Aloe Barbadensis Leaf Juice, Trehalose, Ethyl Linoleate, Ethyl Oleate, Caprylic Acid, Xylitol, Cetearyl Alcohol, Phenyl Trimethicone, Behentrimonium Chloride*, Propylene Glycol Dicaprylate/Dicaprate, PPG-1 Trideceth-6, Trideceth-6, Trideceth-12, Polyglyceryl-10 Laurate, Sodium Lignosulfonate, Tetrasodium Glutamate Diacetate, Maltodextrin, Ceresin, Magnesium Aluminum Silicate, Benzyl Alcohol, Citric Acid, Phenoxyethanol, Ethylhexylglycerin, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene, Citronellol, Coumarin *antistatic agent/agent antistatique

cleanse, condition + treat with a set that keeps thirsty hair hydrated for days 

what is the hydration heavyweights hydrating wash + care set?

all the steps you need to maintain moisture way beyond wash day. 

who it's for

for dry, textured, or coarse hair types 2a–4c.

why it's special

dry hair ends here. 3-step system includes:

• full size! hydro rush intense moisture shampoo + conditioner: a hyaluronic acid-infused wash duo that keeps dry hair hydrated for 3 full days.*
• travel size! hydro rush intense moisture leave-in conditioner: a lightweight leave-in that detangles, reduces frizz + locks in 3x more hydration.**

*clinically proven, when shampoo + conditioner are used as a system.
**clinically proven.                           

how to use

to drench hair in lasting hydration:

1. massage shampoo into wet hair to gently cleanse without stripping moisture. rinse.

2. smooth conditioner from mid-lengths to ends to deeply hydrate. rinse.

3. spray leave-in conditioner on towel-dried hair to lock in moisture for days. style as usual.

safety information:

avoid contact with eyes.

key ingredients

• squalane: helps protect from moisture loss
• hyaluronic acid: helps plump up dry hair by attracting moisture.
• polyglutamic acid: known to promote moisture retention.
• bio-fermented coconut water: adds natural hydration.
• blue/green algae: provides essential fatty acids, amino acids, as well as vitamin a and beta-carotene.
• sea buckthorn: our signature superfruit that’s loaded with vitamin C, A, fatty acid omega 7 + antioxidants making it the ultimate holy grail for your hair + skin."                                

full ingredients

hydro rush intense moisture shampoo:water/eau/aqua, sodium cocoyl isethionate, cocamidopropyl hydroxysultaine, coco-glucoside, glycol distearate, squalane, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, brassica campestris (rapeseed/colza) seed oil, sesamum indicum (sesame/sésame) seed oil, cocos nucifera (coconut/nuix de coco) oil, sodium hyaluronate, polyglutamic acid, spirulina platensis (blue green algae/algues bleu-verte) extract, cocos nucifera (coconut/nuix de coco) water, emblica officinalis (gooseberry/groseille à maquereau) fruit extract, curcuma longa (turmeric) root extract, leuconostoc/radish root ferment filtrate, cocamide mipa, coconut acid, polyester-11, guar hydroxypropyltrimonium chloride, polyquaternium-7, polyquaternium-73, sodium methyl cocoyl taurate, tetrasodium glutamate diacetate, sodium benzoate, sodium isethionate, sodium hydroxide, sodium chloride, citric acid, potassium sorbate, phenoxyethanol, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene

hydro rush intense moisture conditioner: water/eau/aqua, cetearyl alcohol, isopropyl palmitate, capryloyl glycerin/sebacic acid copolymer, behentrimonium chloride*, diheptyl succinate, quaterenium-91, persea gratissima (avocado/avocat) oil, squalane, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, brassica campestris (rapeseed/colza) seed oil, sesamum indicum (sesame/sésame) seed oil, cocos nucifera (coconut/nuix de coco) oil, sodium hyaluronate, polyglutamic acid, spirulina platensis (blue green algae /algues bleu-verte) extract, cocos nucifera (coconut/nuix de coco) water, emblica officinalis (gooseberry/groseille à maquereau) fruit extract, curcuma longa (turmeric) root extract, butyrospermum parkii (shea/karite) butter, leuconostoc/radish root ferment filtrate, glycerin, behentrimonium methosulfate, ppg-3 benzyl ether myristate, guar hydroxypropyltrimonium chloride, polyquaternium-37, polyquaternium-73, propylene glycol dicaprylate/dicaprate, polyquaternium-7, ethylhexylglycerin, tetrasodium glutamate diacetate, ppg-1 trideceth-6, sodium hydroxide, sodium chloride, isopropyl alcohol, citric acid, potassium sorbate, sodium benzoate, phenoxyethanol, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene *antistatic agent/agent antistatique

hydro rush intense moisture leave-in conditioner: water/eau/aqua, glycerin, cetearyl alcohol, squalane, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, brassica campestris (rapeseed/colza) seed oil, sesamum indicum (sesame/sésame) seed oil, cocos nucifera (coconut/nuix de coco) oil, sodium hyaluronate, polyglutamic acid, spirulina platensis (blue green algae/algues bleu-verte) extract, cocos nucifera (coconut/nuix de coco) water, emblica officinalis (gooseberry/groseille à maquereau) fruit extract, curcuma longa (turmeric) root extract, pyrus malus (apple/pomme) fruit extract, leuconostoc/radish root ferment filtrate, panthenol, quaternium-91, myristyl myristate, behentrimonium chloride*, ethylhexylglycerin, phenoxyethanol, citric acid, potassium sorbate, sodium benzoate, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene, citronellol, coumarin *antistatic agent/agent antistatique.

rescue your strands with this trial set that detangles, targets damage, + strengthens.

what is the rescue team hair routine trial set?

in need of a new haircare routine? try this gift set, including mini refill pouches of the kure strength repair shampoo + conditioner + trial sizes of the wizard silicone-free detangling primer + the kure intense strength repair mask.

who it's for:

all hair is welcome

why it's special:

key ingredients:

full ingredients:

Good to Know:

in need of a new haircare routine? try this giftset with mini refill pouches of hydro rush intense moisture shampoo, conditioner, and trial sizes of leave-in conditioner and dream routine mask.

WHY IT'S SPECIAL

get the most hydrated hair of your dreams. infused with squalane, hyaluronic acid, and coconut water, these hydrating hair must-haves deeply moisturize + provide long-lasting hydration.

• hydro rush intense moisture shampoo: this shampoo gently cleanses, boosts moisture for 72 hours*, and leaves hair that's 3x more hydrated*.
• hydro rush intense moisture conditioner: this conditioner boosts moisture for 72 hours*, and leaves hair that's 3x more hydrated*.
• hydro rush intense moisture leave-in conditioner: this leave-in conditioner boosts moisture for 72 hours* and leaves hair 3x more hydrated* while detangling + reducing frizz.
• dream routine overnight hydrating hair mask: wake up with hair 3x more hydrated* when you use this overnight hair mask, and reap the benefits for 4 washes**.

*clinically proven. all products tested separately, shampoo + conditioner tested together.
**clinically proven, when using dream routine as directed.

WHO IT'S FOR

for dry, textured, or coarse hair types 2a-4c.

Key Ingredients:

• squalane- proven to help protect from dehydration and restore lipid barriers, squalane helps to prevent moisture loss while restoring hair's suppleness.
• hyaluronic acid- typically, a naturally found substance in skin, hyaluronic acid helps plump up dry hair by attracting in moisture from the air around you.
• polyglutamic acid - known to promote moisture retention.
• bio-fermented coconut water - contains various electrolytes, monolaurin, lauric acid, and plant hormones to add natural hydration to hair.
• blue/green algae - provides essential fatty acids, amino acids, as well as vitamin a and beta-carotene.
• sea buckthorn - one of the most potent natural ingredients on the planet, it is one of the few known plant sources of the fatty-acid omega 7. the superfruit is loaded with 15 times more vitamin c than an orange and 3 times more vitamin a than a carrot, making it the ultimate holy grail ingredient for healthier hair and scalp. even better, our sea buckthorn is sustainably sourced from tibet!

Full Ingredient List:

hydro rush intense moisture shampoo:
water/eau/aqua, sodium cocoyl isethionate, cocamidopropyl hydroxysultaine, coco-glucoside, glycol distearate, squalane, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, brassica campestris (rapeseed/colza) seed oil, sesamum indicum (sesame/sésame) seed oil, cocos nucifera (coconut/nuix de coco) oil, sodium hyaluronate, polyglutamic acid, spirulina platensis (blue green algae/algues bleu-verte) extract, cocos nucifera (coconut/nuix de coco) water, emblica officinalis (gooseberry/groseille à maquereau) fruit extract, curcuma longa (turmeric) root extract, leuconostoc/radish root ferment filtrate, cocamide mipa, coconut acid, polyester-11, guar hydroxypropyltrimonium chloride, polyquaternium-7, polyquaternium-73, sodium methyl cocoyl taurate, tetrasodium glutamate diacetate, sodium benzoate, sodium isethionate, sodium hydroxide, sodium chloride, citric acid, potassium sorbate, phenoxyethanol, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene

hydro rush intense moisture conditioner:
water/eau/aqua, cetearyl alcohol, isopropyl palmitate, capryloyl glycerin/sebacic acid copolymer, behentrimonium chloride*, diheptyl succinate, quaterenium-91, persea gratissima (avocado/avocat) oil, squalane, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, brassica campestris (rapeseed/colza) seed oil, sesamum indicum (sesame/sésame) seed oil, cocos nucifera (coconut/nuix de coco) oil, sodium hyaluronate, polyglutamic acid, spirulina platensis (blue green algae /algues bleu-verte) extract, cocos nucifera (coconut/nuix de coco) water, emblica officinalis (gooseberry/groseille à maquereau) fruit extract, curcuma longa (turmeric) root extract, butyrospermum parkii (shea/karite) butter, leuconostoc/radish root ferment filtrate, glycerin, behentrimonium methosulfate, ppg-3 benzyl ether myristate, guar hydroxypropyltrimonium chloride, polyquaternium-37, polyquaternium-73, propylene glycol dicaprylate/dicaprate, polyquaternium-7, ethylhexylglycerin, tetrasodium glutamate diacetate, ppg-1 trideceth-6, sodium hydroxide, sodium chloride, isopropyl alcohol, citric acid, potassium sorbate, sodium benzoate, phenoxyethanol, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene *antistatic agent/agent antistatique

hydro rush intense moisture leave-in conditioner:
water/eau/aqua, cetearyl alcohol, isopropyl palmitate, capryloyl glycerin/sebacic acid copolymer, behentrimonium chloride*, diheptyl succinate, quaterenium-91, persea gratissima (avocado/avocat) oil, squalane, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, brassica campestris (rapeseed/colza) seed oil, sesamum indicum (sesame/sésame) seed oil, cocos nucifera (coconut/nuix de coco) oil, sodium hyaluronate, polyglutamic acid, spirulina platensis (blue green algae /algues bleu-verte) extract, cocos nucifera (coconut/nuix de coco) water, emblica officinalis (gooseberry/groseille à maquereau) fruit extract, curcuma longa (turmeric) root extract, butyrospermum parkii (shea/karite) butter, leuconostoc/radish root ferment filtrate, glycerin, behentrimonium methosulfate, ppg-3 benzyl ether myristate, guar hydroxypropyltrimonium chloride, polyquaternium-37, polyquaternium-73, propylene glycol dicaprylate/dicaprate, polyquaternium-7, ethylhexylglycerin, tetrasodium glutamate diacetate, ppg-1 trideceth-6, sodium hydroxide, sodium chloride, isopropyl alcohol, citric acid, potassium sorbate, sodium benzoate, phenoxyethanol, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene *antistatic agent/agent antistatique

dream routine overnight hydration treatment:
water/eau/aqua, cetyl alcohol, c13-15 alkane, behentrimonium methosulfate, caprylic/capric triglyceride, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, hyaluronic acid, polyglutamic acid, spirulina platensis (blue green algae/algues blue-verte) extract, cocos nucifera (coconut/nuix de coco) water, selaginella lepidophylla (rose of jericho/rose de jéricho) extract, inonotus obliquus (mushroom/champignon) extract, rhodiola rosea (arctic root/racine arctique) root extract, eleutherococcus senticosus (siberian ginseng) root extract, rhaponticum carthamoides (maral) root extract, glycerin, guar hydroxypropyltrimonium chloride, leuconostoc/radish root ferment filtrate, sodium phytate, propanediol, glycereth-2 cocoate, ethylhexylglycerin, potassium sorbate, butylene glycol, benzoic acid, sodium benzoate, phenoxyethanol, citric acid, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene, citronellol, coumarin, linalool

please be aware that ingredient lists may change or vary from time to time. to confirm that an amika product is suitable for your personal use, please reference the list of ingredients that is included on your product packaging.

How to Instructions:

- massage a quarter-sized amount of hydro rush intense moisture shampoo into your hands, then lather through fully wet hair, focusing on the roots. rinse.

- double cleanse. the first time to cleanse, and the second time to reap all the benefits this shampoo has to offer. fully rinse out.

- squeeze excess water out of hair before applying hydro rush intense moisture conditioner from mid-lengths to ends. use comb to detangle and evenly disperse product. let sit for 2-3 minutes. rinse.

- finish shower off with cool water to seal in moisture and close the cuticle.

- towel dry hair, then spray leave-in conditioner throughout hair.

-pump one to four pumps of dream routine overnight hydrating mask into hands depending on hair length and thickness. for fine or thin hair, use one to two pumps. for medium or shoulder length hair, use two to three pumps. for thick or curly hair, use three to four pumps.

-apply to dry or damp hair before bedtime.

-distribute from mid-lengths to ends - you're ready for your beauty sleep.

what is the the kure shampoo + forever friend bottle duo?

this planet-friendly pair—including a refill pouch of the kure strength repair shampoo + a forever friend refillable shampoo bottle—was specially curated to help reduce impact over time.*

who it's for

all hair types 1-4c. ideal for high porosity hair.

why it's special

amika is a proud pal to the planet, so we're making it easy to do good for your hair + the environment. in fact, using this duo together reduces environmental impact by 98.4** over the course of 2 years!

forever friend refillable shampoo bottle:
- a refillable, reusable bottle made with BPA-free + EA-free eastman Tritan plastic
- helps reduce your environmental impact by 69%†
- dishwasher safe + impact resistant

the kure strength repair shampoo pouch:
- a reparative shampoo that strengthens strands damaged by everyday stressors, heat + chemical treatments
- clinically proven to leave hair 2x stronger with 55% less breakage††

*all emission and environmental impact claims were generated from Sustainable Minds software.
** when compared to traditional, virgin plastic bottles.
†after using 1 forever friend bottle for one year, compared to 2 PCR bottles.
††clinically proven when shampoo + conditioner are used continuously as a system.

key ingredients

• fortifying technology: helps target + strengthen hair prone to breakage.
• plant butters: rich in nutrients like omega fatty acids, vitamins + minerals.
• vegan proteins: helps to reinforce damaged hair + improve shine.
  
• sea buckthorn: our signature ingredient that’s loaded with vitamin C, A, fatty acid omega 7 + antioxidants making it the ultimate holy grail ingredient for hair + scalp.

full ingredients

water/aqua/eau, sodium c14-16 olefin sulfonate, cocamidopropyl betaine, glycerin, disodium cocoamphodiacetate, peg-7 glyceryl cocoate, hippophae rhamnoides (sea buckthorn/argousier) fruit/seed oil, borago officinalis (borage/bourrache) seed oil, persea gratissima (avocado/avocat) oil, mangifera indica (mango/mangue) seed butter, butyrospermum parkii (shea/karite) butter, hydroxypropyl guar hydroxypropyltrimonium chloride, lavandula angustifolia (lavender/lavande) flower extract, chamomilla recutita (matricaria/matricaire) flower extract, rosmarinus officinalis (rosemary/romarin) leaf extract, hydrolyzed quinoa, aminomethyl propanol, bis-pca dimethicone, butylene glycol, disodium edta, disodium peg-12 dimethicone sulfosuccinate, peg-12 dimethicone, peg-150 distearate, polyquaternium-10, polyquaternium-7, polysorbate 20, propylene glycol, glycol, glycol stearate, glycol distearate, sodium methyl cocoyl taurate, citric acid, dehydroacetic acid, benzyl alcohol, phenoxyethanol, potassium sorbate, sodium benzoate, benzoic acid, fragrance/parfum, benzyl benzoate, hydroxycitronellal, limonene

please be aware that ingredient lists may change or vary from time to time. to confirm that an amika product is suitable for your personal use, please reference the list of ingredients that is included on your product packaging.

how to use

1. pour pouch into bottle.
2. pump shampoo into hands, then massage through hair focusing on the roots.
3. rinse.
4. once shampoo runs out, unscrew the top of the forever bottle and give it a wash.
5. use any amika shampoo pouch to refill.

good to know / FAQ

is this color-safe?
yes, the kure shampoo is color-safe.

is this safe for keratin, Brazilian, or other chemically-treated hair?
yes! the kure shampoo is suitable for keratin, Brazilian, or other chemically treated hair.

can I use this every day?
yes! the kure bond repair shampoo is formulated to be used daily or every wash day.

what is the amika signature scent?
an intoxicating blend of warm vanilla, spicy sweet clover, and fresh citrus.

cleanse, condition, mask + more with this nourishing set of must-have minis.

what it is

nourish your scalp + strands with travel-sizes of our most iconic formulas: normcore signature shampoo + conditioner, soulfood nourishing mask + the wizard silicone-free detangling primer.

who it's for

fine to medium hair types 1–2c

why it's special

we've packed these mighty minis with good-for-you vitamins, nutrients + our signature superfruit, sea buckthorn, leaving your strands softer, shinier + deeply hydrated. plus, they're sized just right for carry-ons, gym bags, or just to try at home—our signature collection is the perfect place to start if you're new here!

• normcore signature shampoo: a sulfate-free shampoo that gently cleanses—without stripping moisture—and infuses strands + scalp with hydrating coconut acid to promote silky-soft hair.

• normcore signature conditioner: a light-as-air conditioner made with nurturing shea butter for hair that is weightlessly hydrated, noticeably softened + 7x more conditioned.*

•soulfood nourishing hair mask: a rich, deeply hydrating mask for 87% more repair** + hair that’s 7x more moisturized.**

• the wizard silicone-free detangling primer: a squalane-powered primer that reduces frizz, protects against heat up to 450 degrees + detangles all hair types.

*clinically proven, after one use.
**after one use.

key ingredients

• jojoba seed oil: contains many essential fatty acids, powerful antioxidants, + vitamins; naturally rich in vitamins a, + e.
• shea butter: rich in fatty acids + antioxidants known to soften and hydrate.
• sea buckthorn: our signature ingredient that’s loaded with vitamin C, A, fatty acid omega 7 + antioxidants making it the ultimate holy grail ingredient for hair + scalp. "

full ingredients

normcore signature shampoo:
Water/Eau/Aqua, Sodium Cocoyl Isethionate, Glycol Distearate, Cocamidopropyl Hydroxysultaine, Cocamidopropylamine Oxide, Hippophae Rhamnoides (Sea Buckthorn/Argousier) Fruit/Seed Oil, Coconut Acid, Sodium Isethionate, PEG-150 Distearate, Caprylyl Glycol, Guar Hydroxypropyltrimonium Chloride, Ethylhexylglycerin, Hexylene Glycol, Citric Acid, Sodium Chloride, Polyquaternium-7, Cocamidopropyl Betaine, Phenoxyethanol, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene, Hexamethylindanopyran, Tetramethyl Acetyloctahydronaphthalenes

normcore signature conditioner:
Water/Eau/Aqua, Cetearyl Alcohol, Behentrimonium Chloride*, Silicone Quaternium-8, Butyrospermum Parkii (Shea/Karite) Butter, Glycerin, Trideceth-10, Hippophae Rhamnoides (Sea Buckthorn/Argousier) Fruit/Seed Oil, Capryloyl Glycerin/Sebacic Acid Copolymer, Diheptyl Succinate, Isopropyl Alcohol, Cocamide MIPA, Polyquaternium-37, Caprylyl Glycol, Propylene Glycol Dicaprylate/Dicaprate, Ethylhexylglycerin, Hexylene Glycol, PPG-1 Trideceth-6, Citric Acid, Sodium Hydroxide, Phenoxyethanol, Fragrance/Parfum, Benzyl Benzoate, Isopropanolamine, Hydroxycitronellal, Limonene, Citronellol, Coumarin, Geraniol *antistatic agent/agent antistatique

soulfood nourishing mask:
Water/Eau/Aqua, Cetearyl Alcohol, Cetyl Alcohol, Simmondsia Chinensis (Jojoba) Seed Oil, Behentrimonium Chloride*, Butylene Glycol, Dimethicone, Hippophae Rhamnoides (Sea Buckthorn/Argousier) Fruit/Seed Oil, Cetrimonium Chloride*, Panthenol, Tocopheryl Acetate, Ethylhexylglycerin, Aminomethyl Propanol, Phenoxyethanol, Isopropyl Alcohol, Citric Acid, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene *antistatic agent/agent antistatique

the wizard silicone-free detangling primer:
Isododecane, Isopropyl Palmitate, Isohexadecane, Ethylhexyl Olivate, Hippophae Rhamnoides (Sea Buckthorn/Argousier) Fruit/Seed Oil, Persea Gratissima (Avocado/Avocat) Oil, Squalane, Tocopheryl Acetate, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene, Citronellol, Coumarin, Geraniol

how to use

• massage a quarter-sized amount of normcore signature shampoo through wet hair focusing on the roots. rinse.

• apply normcore signature conditioner from mid-lengths to ends, allowing the conditioner to penetrate before rinsing.

• smooth soulfood nourishing mask from roots to ends + allow it to deeply hydrate + repair hair for 5–7 minutes.

• rinse hair with cool water to close the cuticle, lock in moisture + leave a glossy finish.

• after towel-drying, evenly mist the wizard detangling primer from mid-lengths to ends + lightly detangle with your fingers or a wide-toothed comb.

save 15% on this travel-size + full-size dry leave-in mask that instantly softens, moisturizes + strengthens hair in a single spray—no rinse needed!

who it's for

dry, brittle hair in need of softening

why it's special

meet soft moves, the full-size + travel-size soulstruck nourishing dry hair mask duo that serves as your shortcut to soft, moisturized hair in seconds.

this mess-free, leave-in nourishing dry hair mask softens + reinforces hair fibers with strengthening vegan silk protein + sea buckthorn—delivering results that are as soft as they are strong. soulstruck's weightless, aerosol formula gives hair a stroke of nourishment, softness + strength without a wash and without any buildup.


soulstruck achieves:

• 6x softer hair instantly*
• 6x more moisturized hair*
• 3.5x stronger hair*
  

*clinically proven.

how to use: 

1. shake well.
   
   2. spray 8 inches away from dry hair, focusing on mid-lengths to ends of natural hair or extensions.
   
   3. brush or smooth through strands as needed.

key ingredients

• vegan silk protein: inspired by the delicate strength + silkiness of a spider’s web, our vegan silk proteins reinforce the hair strand—delivering softness that’s as weightless as it is strong.
• sea buckthorn: our signature superfruit, sea buckthorn works to restore lipids in the hair to help increase shine, manageability, softness + strength—which is why we infuse it into every formula.

full ingredients

Dimethyl Ether, Water/Aqua/ Eau, Alcohol Denat. (SD Alcohol 40-B), sr-(Polypeptide-168 Oligopeptide-178), Simmondsia Chinensis (Jojoba) Seed Oil, Astrocaryum Murumuru Seed Butter, Hippophae Rhamnoides (Sea Buckthorn/Agrousier) Fruit/Seed Oil, Diospyros Kaki (Persimmon) Fruit Extract, Crambe Abyssinica Seed Oil, Persea Gratissima (Avocado/Avocat) Oil, Helianthus Annuus (Sunflower/Tournesol) Seed Oil, Ximenia Americana Seed Oil, Theobroma Cacao (Cocoa) Extract, Musa Sapientum (Banana/Banane) Fruit Extract, Ananas Sativus (Pineapple/Ananas) Fruit Extract, Biosaccharide Gum-4, Behentrimonium Chloride*, Cetearyl Alcohol, Tocopherol, Ethyl Linoleate, Ethyl Oleate, Caprylyl Glycol, Pentylene Glycol, Propanediol, Ethylhexylglycerin, 1,2-Hexanediol, Butylene Glycol, Sodium Benzoate, Potassium Sorbate, Pentaerythrityl Tetra-di-t-butyl, Hydroxyhydrocinnamate, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene, Citronellol, Coumarin, Tetramethyl Acetyloctahydronaphthalenes, Vanillin *antistatic agent/agent antistatique

please be aware that ingredient lists may change or vary from time to time. to confirm that an amika product is suitable for your personal use, please reference the list of ingredients that is included on your product packaging.

a dry leave-in mask that instantly softens, moisturizes + strengthens strands in a single spray—no rinse needed! 

who it's for

dry, brittle hair

• spray onto strands that look + feel dry, brittle, or dull + feel your hair get softer, stronger + more moisturized in seconds.
  

extensions users

• extensions don’t soak up the moisturizing benefits of natural scalp oils. spray soulstruck onto extensions to keep them nourished + soft for longer.
  

unmanageable hair between wash days

• if hair feels tangled, needs extra moisture, or you’re too busy for a wash day, spray on soulstruck to soften, moisturize + strengthen until your next wash.
  

protective style care

• spray onto braids, twists, or other protective styles to help lock in moisture + maintain softness.

why it's special

meet soulstruck, your shortcut to soft, moisturized hair in seconds. this mess-free, leave-in nourishing dry hair mask softens + reinforces hair fibers with strengthening vegan silk protein + sea buckthorn—delivering results that are as soft as they are strong. soulstruck's weightless, aerosol formula gives hair a stroke of nourishment, softness + strength without a wash and without any buildup.

soulstruck achieves:

• 6x softer hair instantly*
• 6x more moisturized hair*
• 3.5x stronger hair*
  

*clinically proven.

how to use:

1. shake well.
2. spray 8 inches away from dry hair, focusing on mid-lengths to ends of natural hair or extensions.
3. brush or smooth through strands as needed.

key ingredients

vegan silk protein:

inspired by the delicate strength + silkiness of a spider’s web, our vegan silk proteins reinforce the hair strand—delivering softness that’s as weightless as it is strong.

sea buckthorn:

our signature superfruit, sea buckthorn works to restore lipids in the hair to help increase shine, manageability, softness + strength—which is why we infuse it into every formula.

full ingredients

Dimethyl Ether, Water/Aqua/ Eau, Alcohol Denat. (SD Alcohol 40-B), sr-(Polypeptide-168 Oligopeptide-178), Simmondsia Chinensis (Jojoba) Seed Oil, Astrocaryum Murumuru Seed Butter, Hippophae Rhamnoides (Sea Buckthorn/Agrousier) Fruit/Seed Oil, Diospyros Kaki (Persimmon) Fruit Extract, Crambe Abyssinica Seed Oil, Persea Gratissima (Avocado/Avocat) Oil, Helianthus Annuus (Sunflower/Tournesol) Seed Oil, Ximenia Americana Seed Oil, Theobroma Cacao (Cocoa) Extract, Musa Sapientum (Banana/Banane) Fruit Extract, Ananas Sativus (Pineapple/Ananas) Fruit Extract, Biosaccharide Gum-4, Behentrimonium Chloride*, Cetearyl Alcohol, Tocopherol, Ethyl Linoleate, Ethyl Oleate, Caprylyl Glycol, Pentylene Glycol, Propanediol, Ethylhexylglycerin, 1,2-Hexanediol, Butylene Glycol, Sodium Benzoate, Potassium Sorbate, Pentaerythrityl Tetra-di-t-butyl, Hydroxyhydrocinnamate, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene, Citronellol, Coumarin, Tetramethyl Acetyloctahydronaphthalenes, Vanillin *antistatic agent/agent antistatique

get oil removal on speed dial with this powerful dry shampoo for extra oily scalps.

what it is

calling all oily scalps! dial up hair’s highest potential with perk up ultra dry shampoo—a powerful formula created for extra oily scalps that need oil control on speed dial between daily washes.

who it's for

all hair types 1-4c
oily scalps + strands that get weighed down by oil 1-2 days after washing

why it's special

meet your extra-oily scalps’ solution for a powerful clean between daily (or every other day) washes. this clinically proven* formula delivers off-the-hook freshness with a dry, refreshing feel + finish for that ‘just washed my hair’ feeling. in fact, 87% said that perk up ultra helps control oil.* your perfect perk up is calling.

• clinically proven to remove more oil**
• helps control oils**
• revitalizes greasy strands courtesy of root-friendly ingredients like oil-absorbing tapioca starch, odor-- removing bamboo stem extract + our signature superfruit sea buckthorn.
• community-requested formula: you asked + we answered with a dialed-up formula designed for even the oiliest scalps.

*based on a 2-week consumer study of 66 participants

**when compared to our traditional perk up dry shampoo.

key ingredients

• tapioca starch: refreshes roots + absorbs oil from the scalp.
• sea buckthorn: our signature ingredient that’s loaded with vitamin C, A, fatty acid omega 7 + antioxidants making it the ultimate holy grail ingredient for hair and scalp.
• bamboo stem extract: absorbs sweat + sebum while removing odor from the hair + scalp.

full ingredients

Hydrofluorocarbon 152a, Butane, Alcohol Denat. (SD Alcohol 40-B), Oryza Sativa (Rice) Starch, Silica, Tapioca Starch, Disteardimonium Hectorite, Bambusa Arundinacea (Bamboo) Stem Extract, Epilobium Angustifolium (Willow Herb) Flower/Leaf/Stem Extract, Hippophae Rhamnoides (Sea Buckthorn/Argousier) Fruit/Seed Oil, Glycerin, Diisopropyl Adipate, Water/Eau/Aqua, Citric Acid, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene, Citronellol 

how to use

- shake well.
- spray 8 inches away from roots in a sweeping motion.
- wait 30 seconds. 
- massage product into scalp or brush it through.
- apply more as needed.  

good to know / FAQ:

what is dry shampoo?
our favorite way to refresh our hair, sans water. dry shampoos are powder formulas that work at the root to refresh, remove odors, add ‘oomph’ + absorb oil between showers.


what does dry shampoo do?
traditionally, dry shampoos absorb excess dirt, oil + grease from your scalp. additionally, they can refresh hairstyles to make them last longer, or add volume + an extra 'oomph' to hair (perk up dry shampoo, we're lookin' at you).


how do you use dry shampoo?
shake your can of dry shampoo well, spray from about 8 inches away in a sweeping motion, wait 30 seconds, then massage or brush through.

is this color safe?
yes! perk up ultra is suitable for color-treated hair.

is this safe for keratin, Brazilian, or other chemically treated hair?
yes!

what is rising star?

• volume that packs a performance: clinically proven for instant + all day root lift that lasts all day*
• all the volume, none of the stiffness: this crunch-free formula is buildable, lightweight + never weighs hair down.
• hair-raising ingredients: formulated with carob seed extract, hydrolyzed soy proteins + more to create fuller-looking strands.

• carob seed extract: works to help achieve stronger, fuller-looking strands.
  
• hydrolyzed soy protein: helps to increase the diameter of the hair fiber for more voluminous-looking hair.
  
• sea buckthorn: our signature ingredient that’s loaded with vitamin C, A, fatty acid omega 7 + antioxidants making it the ultimate holy grail ingredient for hair + scalp.

muggy weather, we're ready for you. this spray shields hair from frizz, humidity + 450° F heat.

what is the shield anti-humidity spray?

HOW TO USE

INGREDIENTS