Amika Normcore & Kure Shampoo and Conditioner

What is it?

The normcore signature shampoo and conditioner from amika are targeted toward those that need a boost of hydration, softness and shine. They are “everyday” products loaded with vitamins and antioxidants.

The kure repair shampoo and conditioner are targeted toward those who may have damaged or chemically treated hair that need some help. They are formulated with keratin and wheat protein to mend and strengthen damaged hair.

All amika products are free of sulfates, parabens, phthalates, gluten, oil, mineral oil, petrochemicals and artificial colors. Vegetarian-friendly and cruelty-free. Safe for color-treated, Brazilian-treated and keratin-treated hair.

How do you use it? What are the results?

The normcore duo is actually my favorite to use every week (I only wash my hair once a week). So this is my go to range for a good, simple cleanse that won’t strip my hair and will leave my waves bouncy and soft to the touch with perfect amount of volume. I like to use a lot of shampoo, but with this one, I don’t have to use much at all. It lathers up an incredible amount for being a sulfate free shampoo. I’m talking hair commercial type of lather! It feels quite luxurious and the amika signature scent is intoxicating. I really enjoy the experience from this duo. When my hair air dries after this, I use some curl corps creme and I know it’s guaranteed going to dry perfectly. I adore the way my hair feels after

The kure duo is incredibly nourishing. I use this when I want to press reset and get the most out of my hair. It really is much denser and enveloping. With keratin, avocado oil, and wheat protein it injects the hair with so much goodness. Because my scalp does lean oilier, I prefer to use this sparingly, maybe once a month! However, my hair is not chemically treated or damaged in a severe way so I think if someone with damaged hair were to use this like someone who did a perm, bleach, or other process, they would enjoy using it often as their go-to shampoo or until their hair reached a good healthy state. I love the results that this gives me though! Perfectly defined waves, even closest to my roots which never happens with other shampoos. It’s incredibly powerful.

Would I repurchase?

In a heartbeat! These products are so affordable, I wouldn’t hesitate a second to refill any of these. Honestly there’s nothing negative I could say for these two lines. The packaging is ideal, the results are amazing, the ingredients are so good, and the formulas work wonders. If there was anything I would change about the line would be the volume of the fragrance. I think it can be overwhelming at times, but it does dissipate after a while. The fragrance itself is nice, fresh, and clean I just think it could be toned down.

I love amika overall as a brand and every product I’ve tried from them has been solid. Which is why I am part of their ambassador program (the only ‘rep’ like program I am a part of). This gives me access to their products to test and review, and it gives you the ability to purchase anything from for 10% off with code ‘DEFILE‘. Everything is already so affordable, the discount just makes it that much more special.

I was gifted these products from amika for PR purposes. All opinions are my own. This content is not affiliated with the brand. The links on this page are affiliate links. This means if you order something I might receive a small commission.