hide tide deep waver before and after
featured

our award winning tool for the easiest beach waves

Do you strive for that “lived-in” look featuring textured waves and a little bit of bed head? Well, ...
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sea buckthorn ingredient spotlight
products

what is sea buckthorn?

If you look at our ingredient lists, it’s likely you’ve stumbled across one called ‘sea buckthorn’ q...
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model using jumbo high tide deep waver
how to

ride that summer hair wave all year round: NEW high tide jumbo deep waver

We don’t know about you, but as summer starts to slowly wind down—even if New York weather says othe...
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dream routine overnight hydration treatment
products

dream routine: our stylists sound off

As a professional-grade brand, we feel incredibly lucky to have the ability to consult the experts o...
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masks and treatments
how to

multi-mask your way to the hair of your dreams

Popsicles, soft-serve ice cream, sweating in Central Park, humid subway stations...sounds like New Y...
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product lineup
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A-train: 7 steps to a voluminous hair look

Welcome to A-train tutorials, an educational monthly series (inspired by a true hub for all New York...
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Kim Petras on the Met Gala red carpet
Inspiration

amika goes behind the scenes of the Met Gala 2023

photo: Getty Images + John Shearer One of the biggest nights of fashion has come and gone once agai...
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fadeblock pre-shampoo color seal, dream routine overnight hydration treatment, and reset pink charcoal scalp cleansing oil
how to

end-of-summer hydrated hair routine

August has entered the chat: Aka. that transitional time where you don’t know whether to slather on ...
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person holding bust your brass cool blonde repair shampoo, conditioner, and mask
how to

A-train: 5 steps to a bright blonde blowout 

Welcome to A-train tutorials, an educational monthly series (inspired by a true hub for all New York...
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hand scooping soulfood nourishing mask out of jar
products

quench your strands with the best hydrating hair mask

We all have that one OG product that has a permanent spot in our shower. You know the one… it’s prob...
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soulfood nourishing mask jars
products

5 ways to cure your dry, winter hair woes

It’s only fitting that this article is currently being written on New York’s first official snow day...
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headstrong intense hold hairspray and fluxus touchable hairspray
products

heist molding blend has been discontinued: here's what to use instead

Have you ever heard the saying ‘out with the old, in with the new’? Transparency has always been an ...
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