amika has launched their new All Hair Is Welcome campaign, which clearly articulates its core values of inclusivity, diversity and friendship.
amika has 10 collections for every hair type, texture and style. All hair is welcome.
The All Hair Is Welcome video features an array of actors, influencers and everyday people, and was entirely self-filmed in the subjects’ homes during quarantine. The original video concept depicted amika as a brand for everybody that showcases individual hair journeys.
“From its inception, we felt that our brand is our community, and we have always included our community in everything that we do. The concept of the All Hair Is Welcome campaign is to have our community speak to what the brand stands for in their own voice,” shares Vita Raykhman, amika’s co-founder and creative director. “We are continuously inspired by individuality and we wanted to bring that to the forefront of this campaign rather than conceal it behind a shoot that was overly styled. We worked with an amazingly unique group of people to represent the brand’s real commitment to diversity. While we did have to pivot from the original concept for the video shoot, we loved getting into the worlds of those featured, and in a way, the campaign turned out even better than we expected as it added to the authenticity.”
In 2020, amika is set to donate $25,000 to organizations that uplift the BIPOC community like the Know Your Rights Camp. This organization’s mission is to “advance the liberation and well-being of Black and Brown communities through education, self-empowerment, mass-mobilization and the creation of new systems that elevate the next generation of change leaders.”