Amika swapped its star ingredient — and your fine hair might feel the difference by wash three. The Normcore shampoo you loved? Yeah, it’s wearing a different perfume now.
The old version had this weird, almost plasticky smell that I secretly loved. The new one smells like a $200 candle — which is nice, but it’s not the same ritual.
It’s a $25 sulfate-free shampoo that promises “weightless volume” without stripping your scalp dry. The claim that got me: “like you just left the salon, but you’re in your shower.” Bold.
Sea Buckthorn Extract
The new hero — it’s supposed to plump each strand, but it feels more like a light conditioner than a lifter.
Rice Protein
This is the old star. Still there, but demoted to backup dancer. It’s what actually gave that grit.
pH-Balanced Formula
Keeps your scalp from freaking out, but doesn’t do much for the roots themselves.
Photo: Tim Mossholder / Unsplash
They swapped the heavy wheat protein for sea buckthorn — which is great for antioxidants, terrible for grip. Your roots get moisture, not memory.
- Sea Buckthorn: Hydrates but adds zero hold
- Rice Protein: Still there, but weaker concentration
- Aloe Leaf: Soothes scalp, can weigh down baby hairs
- Citric Acid: Balances pH, doesn’t help volume
Photo: Curology / Unsplash
First wash: feels like a cloud. Foams up nice, rinses clean, but your fingers slide through like it’s a conditioner. No squeak. No grip. Just… soft.
By week two, my roots were lying flat by 2pm. Week three, I was dry-shampooing before lunch. The old formula gave me a full day of lift — this gives me a morning.
Photo: TYMO Beauty / Unsplash
My hair is shinier — I’ll give it that. But “shiny” and “voluminous” are different words for a reason. The volume is a whisper now, not a shout.
Photo: engin akyurt / Unsplash
The new Amika Normcore is a lovely shampoo for people who hate shampoo. But if you bought it for the lift? You got played.