A gentle everyday shampoo that cleanses without stripping — leaving hair soft, nourished, and manageable wash after wash without buildup or weight.
What It Is
Amika Normcore is the everyday baseline. A sulphate-free cleanse that removes dirt and oil without stripping the moisture your hair actually needs. The formula uses sea buckthorn, a vitamin-rich botanical that conditions while it cleanses, leaving hair noticeably softer than a plain sulphate-free shampoo typically would.
Amika launched in Brooklyn in 2007 and built their range around the idea that haircare should work for everyone — all hair types, all textures, inclusive formulas. Normcore is the most universal expression of that: a shampoo that genuinely suits most hair without requiring you to think too hard about it. Colour-safe, sulphate-free, vegan, B-Corp certified.
Why Moda Carries This
Our clients ask for Amika by name. Normcore in particular gets requested regularly — it’s one of those formulas people find and stick with. It’s a reliable, well-formulated everyday shampoo that does exactly what it says. We carry it because you want it, and because it’s genuinely a good product.
Key Ingredients
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Sea Buckthorn: A vitamin-rich oil that conditions hair during cleansing, softening the hair surface and improving manageability without adding weight.
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Sulphate-Free Cleansing Base: Removes buildup and oil without the harsh stripping effect of traditional sulphates — safe for colour-treated hair and gentle on the scalp.
Pro Tip
Normcore works best when you let it sit for 30–60 seconds before rinsing. The sea buckthorn needs a moment to do its conditioning work. It’s a small habit that makes a noticeable difference in how soft the hair feels post-rinse.
How To Use
- Apply to wet hair and lather through scalp and lengths.
- Leave for 30–60 seconds, then rinse thoroughly.
- Follow with Amika Normcore Conditioner or your chosen treatment.
