the strand

the inside scoop on amika:
brooklyn lifestyle, all things hair.
debunking product myths +
serving look inspo, one strand at a time.

friend of amika: how ashley has adapted to a new hair routine

The name amika means friend in the language Esperanto and is a symbol of our belief in power of community and the beauty of diversity. For us, being a friend means creating a platform where everyone feels 100% welcome and at ease to be themselves. We want to cut through the noise by being straightforward and championing positivity, realness, and fun.

You are the reason why we continue to create haircare and tools that are effective, high performing, and let you be your unique self. So, to give some love back to our community, we’ve created a series where we feature YOU; the people that inspire us the most.

what's your name, friend?

"Ashley Kuhnke."

how long have you been a friend of amika?

"For more than 3 years!"

how did you find out about amika?

"My stylist recommended it to me."

tell us about your favorite amika products and why you love them.

"My stylist recommend I use the amika perk up dry shampoo when I had vivid hair colors. I've been hooked ever since! I'm a nurse and a big fan of low maintenance hair care. COVID-19 struck and I had to start washing my hair, sometimes multiple times a day. So, normcore signature shampoo and conditioner have been a life saver! I also really love soulfood nourishing mask. Keeps my hair super soft!

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how would you describe your relationship with your hair?

"Ever changing! I love my hair but I also love to switch it up often."

do you feel that your hair is part of your identity?


what's your favorite thing about your hair?

"I love that it always grows back! ;)"

what's your usual hair routine?

"I used to use the dry shampoo and throw it up as often as possible. Now I'm washing daily so I'm avoiding heat. I've been letting it dry wet and adding a bit of bushwick beach no-salt wave spray to my ends. It definitely enhances my natural waves.

are there any new hair rituals, tricks, or styles you’ve been trying recently?

"Using soulfood nourishing mask every other week keeps my hair feeling super soft and healthy."

We love having thought provoking dialogue with our amika fam + friends. If you want to be part of the conversation, don’t be afraid to reach out. For the chance to be featured on The Strand and be part of our ever-growing community of friends, click here and tell us a little bit about your relationship with your hair. 

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