Amika is a colorful, fragrant brand that works for gentle and effective products. The products are vegan-friendly, not tested on animals and free of artificial dyes and parabens. Amika dry shampoo is one of their best-sellers. The very special thing about it is its unique formula based on rice starch rather than talc. The dry shampoo is just one of all their products that are all tested and carefully selected. Amika stands for fun, collaboration and experiments Amika was created in 2007 and is based in Brooklyn, USA. They are what are called opposites to the brand of typical beauty. They want you to experiment and have fun using their products and developing your own styles. Instead of unattainable perfection, they believe in individual versions of beauty and perfections. Their mission is to create hair care products for everyone as well as products that do not harm either you or the environment.