Amika is expanding its horizons — or, as chief marketing officer Nilofer Vahora puts it, its “share of shower.”
The Brooklyn-based hair care brand is expanding into body care with a three-piece collection that includes a body wash, whipped body butter and a vitamin C-infused body oil. Prices range from $27 for the Shower Thoughts body wash to $50 for the I’m Glistening body oil.
“We did a survey a couple of years ago, and it told us that 97 percent of Amika users wanted us to launch a body care line,” said Vahora.
The demand tracks: body care is the fastest-growing segment within U.S. prestige skin care, growing 9 percent in dollar sales in 2025 to $1.5 billion while total prestige skin care increased just 3 percent. Unit sales of prestige body products grew even faster by 14 percent, according to Circana.
This momentum has partly been driven by the rise of “skinification,” wherein consumers are increasingly seeking benefits typically associated with facial skin care across their routines — including hair and body care. As such, TikTok content niches like #ShowerTok, where users document their several-step shower and body care routines, have soared in popularity.
“It was very intentional for us to design the body care line around benefits like smoothing, discoloration, glow, because these are things we know our community is willing to spend money on,” said Vahora.
The expansion is modeled after what has worked well for the Bansk Group-owned brand in its core hair category; the products are benefit-based, cater to an existing customer demand, and feature the brand’s signature fruity-floral scent. According to 2025 data from Circana, Amika was the fourth-largest prestige hair brand by U.S. sales, and even though the brand’s core customer is Millennial, Amika ranked as teens’ second-favorite hair care brand, according to the most recent iteration of Piper Sandler’s Taking Stock With Teens survey.
“Our goal is to really build that ritual and that share of shower. We’re building long-term, multicategory authority, not just chasing adjacency,” Vahora said.
Also, like Amika’s hair products, the body collection will be available for purchase at Sephora and in thousands of professional hair salons across the U.S. via SalonCentric, where products will be integrated into service add-ons like massages. The collection won’t yet launch at Ulta Beauty, where Amika debuted in December.
“Our retail strategy with this launch is to attract a new customer into the brand, in addition to answering the needs of our existing customer,” said Vahora.
Last fall, Amika expanded into fragrance with a $28 Aura Hair and Body Mist in the brand’s signature scent, which drew 65 percent net-new customers to the brand.
“That was an interesting finding for us, because the way we launched that, and the way we’re launching body as well, is very community-first,” continued Vahora.
Now, one Aura mist is sold every 42 seconds and Amika is eyeing further scent expansions across formats to build on the momentum.
“Last year we did our first collaboration and put Ellis Brooklyn’s Miami Nectar fragrance into our hero dry shampoo, which did extremely well,” said Amika chief executive officer Chelsea Riggs. “We know that fragrance is a big part of how Amika customers think about hair care and their overall beauty routine, so we do believe there’s optionality for Amika to play there over the long term, and body is definitely a highly scent-driven category.”
