the kure collection spotlight: how to fix damaged hair
Here at amika, we are a friend to all. A friend to hair, hairstylists, to her, him, them and you. We create products to solve your hair concerns. Our assortment includes 11 collections that cater to every type of hair. All hair is welcome. To help you get to know our products a little better, we are starting a series on The Strand where we highlight a selection of our 11 collections- who they are for, how to fit these products into your routine, and what results you can expect. We’re hoping to shed a little more light on how to pick products that best suit your hair type. But don’t forget, never be afraid to mix and match collections for your specific needs and concerns! All right, here we go!
in this article:
- who is this collection for?
- what are some main ingredients in this collection and what makes them great?
- what products are in this collection and how do you add them into your routine?
- a real life example
- wash and care
- styling
- refresh
Allow us to re-introduce you to our strength repair collection!
who is this collection for?
Dry, damaged hair? We have the kure. Our strength repair line is here to rescue your strands from everyday heat, environmental stressors, chemical treatments, and more. This collection is ideal for those with damaged or chemically-treated hair and for those looking to reduce breakage and strengthen hair. Packed with fortifying technology, plant butters, and vegan proteins, the kure is clinically proven to strengthen damaged hair.
What causes damaged hair, actually? We’re glad you asked! Hair’s strength and elasticity can be affected by environmental stressors, heat, manipulation, chemical treatments, etc. This can lead to a mane that looks dull, brittle, frizzy, and unmanageable.
And as is the amika standard, this collection is suited for every hair type. Whether you’re someone with fine hair and lots of breakage or someone with damaged curls, this collection will help bring your hair back from its breaking point; keep reading to learn how to incorporate these into your routine based on hair type below!
what are some main ingredients in this collection and what makes them great?
fortifying technology - helps target + strengthen hair prone to breakage.
Sea Buckthorn - the signature ingredient found in all our products. This sustainable, fair trade, and organic oil is rich in vitamin C and A, antioxidants, and healthy omega fatty acids, including the essential Omega-7.
Mango butter: Rich in omegas and Vitamin A, C + E.
Shea butter: Rich in vitamins, minerals, and fatty acids.
Borage oil: Extracted from starflower seeds, this oil contains the highest levels of the essential omega-6 fatty acid.
Vegan Protein - helps to reinforce damaged hair + improve shine.
what products are in this collection and how do you add them into your routine?
the kure strength repair shampoo: Build stronger hair that lasts! This shampoo's luxe lather gently cleanses while working to strengthen and bring dry, damaged hair back from its breaking point.
the kure strength repair conditioner: This conditioner intensely hydrates while working to strengthen damaged strands.
the kure intense strength repair mask: It’s the hair mask you’re bound to bond with. Packed with hair-loving ingredients, this ultra-rich mask transforms dry, damaged hair. It is clinically proven after one use to significantly reduce breakage and prevent future damage, for hair that is 3.2x stronger, 8x more conditioned, with 69% less breakage.
the kure multi-task strength repair treatment: A fast-acting rinse-out mask that works to strengthen damaged hair in a mere 60 seconds. Clinically proven to result in 2.4x stronger* hair and 58% less breakage.
*Compared to control after three uses, clinically tested
- For fine hair types: After using the kure shampoo and conditioner, apply multi-task hair treatment from roots to ends. Leave on for at least 1 minute and rinse.
- For coarse hair types: After using the kure shampoo, apply the kure intense repair mask from roots to ends. Leave on for 10 minutes and rinse.
the rescue team wash care set: This rescue team consists of the kure shampoo, the kure conditioner, and multi-task treatment. Try out this strand-saving trio at a value – wash, condition, treat, repeat!
For more information on whether each of these is right for your hair, click on the product carousel below!
a real life example
We asked our Product Marketing Manager, Carolyn Curry, to give you a glimpse into how she integrates our repair collection into her hair routine.
wash and care
“When I want a deeper cleanse than a co wash (my go to is the kure conditioner!) the kure shampoo is my product of choice because it gives me that clean feeling without stripping any moisture. This is crucial because my 3C/4A curls are prone to dryness.
Next comes the multi task treatment, which is basically a concentrated strengthening and repair serum for your hair! I use face serums every day, so why should my hair lose out? I especially reach for multi task before putting protective styles like braids, when straightening is on the horizon and I know it needs some TLC. After rinsing out shampoo, I squeeze some multi task into my palm and scrunch it up into my hair, one section at a time. A little goes a long way!
Cue wait for 60 seconds while I sing a song in the shower
Then, I rinse out multi task and move onto the kure mask (in place of the kure repair conditioner). This mask is super hydrating and the perfect way to round out the strengthening and reparative benefits of the collection. I work it through my hair section by section with my Denman brush, let it sit for 2 minutes, and then rinse it all out!
styling
Next, onto styling! For my typical wash and go, I reach for the curl corps defining cream, which is a great leave in that conditions, defines, and encourages curl formation. After finger combing this cream through each section of hair, I apply curl corps defining gel, paying extra attention to the crown of my head (where flyaways are most visible!). The gel has a light hold that helps lock in my curl’s shape, prevent frizz, and add shine!
Now I’m ready to leave the shower! I get out my blow dryer and diffuser, flip my head upside down, and get to drying. I like to let my hair air dry for the last 20%, so once the dryer has done 80% of the work I stand up straight, tousle my curls around, and pick out the roots where needed to round out the shape! Curls poppin'.
refresh
If I ever need to refresh, I use power hour curl refreshing spray to re-hydrate my curls and give them back their shape!”
We only make products that make us proud. We create highly effective haircare that has always been certified cruelty-free, formulated without sulfates, parabens, aluminum starch and over 1,300 questionable ingredients banned by the European Union.