Amika
Normcore Signature Shampoo
Everyday Softness + Nourishment
Wash. Soften. Repeat. That’s it.
A gentle sulphate-free everyday shampoo with sea buckthorn — soft, nourished hair without stripping.
- Hydration
- Shine
- Softness
- Cleanse
B-Corp · Sulphate-Free · Colour Safe · Vegan · Cruelty-Free · Sea Buckthorn
This is probably for you if…
- Regular washers who want a reliable gentle everyday formula
- Colour-treated hair needing sulphate-free cleansing
- Fine or medium hair that gets weighed down by heavy shampoos
- Anyone who wants soft, manageable hair without a complicated routine
In stock + ready to ship
Unopened + unused items may be eligible for exchange or store credit within 14 days. Returns policy
- Free shipping $100+Canada + U.S. · duties included
- Packed by ModaBowmanville, Ontario
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$78.00$62.40You save $15.60
What it does
- Sea buckthorn conditions hair during cleansing for noticeable softness
- Sulphate-free — gentle on colour and scalp, suitable for daily use
- No buildup over time — stays light wash after wash
- B-Corp certified — up to 90% PCR recycled packaging
Perfect for
- Normal
- Fine
- Medium hair — colour-treated and natural
How to use
- Apply to wet hair. Lather through scalp and lengths. Leave 30-60 seconds, then rinse thoroughly. Follow with Normcore Conditioner or your chosen treatment.
Routine step
Why we like it
The Moda Team Review
Our clients ask for Amika Normcore by name. It’s one of those formulas people find and stick with — a reliable, well-formulated everyday shampoo that does exactly what it says. We carry it because you want it, and because it genuinely delivers.
Read full stylist notes
The client who comes to the desk and says “I just want a good everyday shampoo that doesn’t dry my hair out.” No specific concern, no dramatic damage — just someone who wants a reliable baseline formula they can use every wash without thinking about it. Normcore. Amika was founded in Brooklyn in 2007 by industry outsiders who believed haircare should be inclusive, effective, and fun — not serious, not exclusionary. The brand name comes from Esperanto, meaning “friend.” They’re B-Corp certified, use up to 90% post-consumer recycled plastic in their packaging, and have built one of the most recognisable haircare brands in North America. Normcore is as much a statement of their philosophy as it is a product: good haircare for everyone.
Moda
What’s inside — and why it’s there
The ingredients worth knowing.
- Sea BuckthornExceptionally high in vitamin C, E, and omega fatty acids. Applied to haircare, it delivers antioxidant conditioning that improves hair s...
- Sulphate-Free CleansersA mild surfactant system that creates a gentle lather sufficient to remove daily buildup without the ionic stripping effect of sulphate c...
View full ingredient list
Sea buckthorn, Amika’s signature superfruit, helps nourish and restore lipids for shine, softness, manageability, and strength. Coconut acid supports rich lather and conditioning.
How to use
Use it the way we would.
- Apply to wet hair. Lather through scalp and lengths. Leave 30-60 seconds, then rinse thoroughly. Follow with Normcore Conditioner or your chosen treatment.
Moda stylist tipLet it sit for 60 seconds before rinsing. Most people rush past that step and don’t get the full conditioning benefit from the sea buckthorn.
Reviews
Questions? We get them.
Good to know.
The questions we hear most about this product. If yours isn’t here, a real stylist will answer.
Ask ModaHow is Normcore different from a regular drugstore shampoo?
Yes — Normcore is sulphate-free with sea buckthorn as an active conditioning botanical rather than just cleansing agents. It's gentler on the scalp and hair shaft, colour-safe, and delivers noticeably softer hair from the cleanse step. The price point is accessible without the formula feeling like a compromise.
Is Normcore Shampoo good for colour-treated hair?
Yes — Normcore is colour-safe and sulphate-free. It won't strip colour. For blonde or lightened hair also needing brassiness control, Bust Your Brass alternated with Normcore is the more targeted combination.
Can I use Normcore every day, or is it too much?
Yes — daily use is fine. Normcore's gentle sulphate-free formula is appropriate for frequent washing without stripping natural oils or causing scalp irritation.
My hair is damaged from bleaching. Is Normcore the right shampoo?
No — for significantly bleached or damaged hair, The Kure Strength Repair Shampoo is a better match. It has bond repair actives that actively work on damaged structure during cleansing. Normcore is the right choice when hair is in reasonable condition and doesn't need targeted repair.
Does Normcore Shampoo work well with the Soulfood Mask?
Yes — Normcore and Soulfood are a natural pairing. Normcore cleanses gently and sea buckthorn carries through both products. Use Normcore as your daily shampoo and Soulfood weekly in place of the conditioner for deeper nourishment.
Love it? Go big.
1000ML
More of the routine you already know works.
1000 ml · $78.40 $98.00
Pumps sold separately where applicable.
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Returns
Unopened + unused products may be eligible for exchange or Moda store credit within 14 days.
Returns policy
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