Amika’s recently launched Soulstruck is a nourishing dry hair mask that promises six-times softer hair instantly, as well as offering strengthening and moisturising properties.
The innovative format does not require wet hair, reducing the need for wash days and a spray application saves time while hydrating hair.
Dr. Cicely Shillingford, Amika’s AVP of Product Development, Innovation and Regulatory, tells Cosmetics Business how the new product came about.
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How did you come up with the concept of a dry mask?
Dr. Shillingford: “The idea for a dry mask came from watching how hair care routines were evolving in real life.
People are stretching time between washes more than ever, yet their expectations around softness, strength, and overall hair health have not changed.
That disconnect immediately stood out to us.
At the same time, our professional stylists were asking for something very specific – a modern version of a dry conditioner.
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