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what it does |
add volume |
nourish + soften |
boost shine |
fight frizz + humidity |
deeply hydrate |
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who it's for |
flat, fine-medium hair types (1-3a) |
medium to thick hair types (1-4c) |
dull fine to medium hair (1-3c) |
frizz-prone, medium to thick hair types (2a-4c) |
dry, textured + coarse hair (2a-4c) |
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amika Normcore Signature Shampoo
$27.00
or
Offers
(2)
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Highlights
Summary
Packed with nutrient-rich sea buckthorn, amika's Normcore Signature Shampoo is a sulfate-free wash that gently cleanses and leaves hair soft and nourished.
Benefits
- Cleanses and refreshes without stripping moisture
- Adds weightless hydration to hair
- Made for medium to thick hair types seeking nourishment
Key Ingredients
- Sea Buckthorn: Known as one of earth's most potent, omega-rich plant sources, this superfruit berry nourishes strands, scalp, and skin while restoring lipids in the hair to help increase shine, manageability, softness, and strength
- Coconut Acid: Helps to create a sudsy lather and easily condition hair
Research Results
- 7x more conditioned*
- 94% agree Normcore Signature Shampoo gently cleanses hair without stripping moisture**
- *Clinically proven, when shampoo and conditioner are used as a system
- **Based on a consumer at-home test of 51 participants
Item 2647558
Massage a quarter-sized amount of Normcore Signature Shampoo through wet hair focusing on the roots, then rinse out thoroughly. For best results, follow up with Normcore Signature Conditioner or Soulfood Nourishing Mask (sold separately).
Pre-caution: Avoid contact with eyes.
Water/Eau/Aqua, Sodium Cocoyl Isethionate, Glycol Distearate, Cocamidopropyl Hydroxysultaine, Cocamidopropylamine Oxide, Hippophae Rhamnoides (Sea Buckthorn/Argousier) Fruit/Seed Oil, Coconut Acid, Sodium Isethionate, PEG-150 Distearate, Caprylyl Glycol, Guar Hydroxypropyltrimonium Chloride, Ethylhexylglycerin, Hexylene Glycol, Citric Acid, Sodium Chloride, Polyquaternium-7, Cocamidopropyl Betaine, Phenoxyethanol, Fragrance/Parfum, Benzyl Benzoate, Hydroxycitronellal, Limonene
This brand is excluded from most Ulta Beauty coupons.
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Reviews
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Review Snapshot
by PowerReviews
3041 ReviewsWrite a Review
Ratings Distribution
Hair Type
Most Helpful Positive Review
Soft and shiny hair!
I love this shampoo! I have fine, very long hair that tangles easily and dries out from the sun (and the Florida weather) This shampoo is one of my favorites. First, the smell is amazing! By far the best smelling shampoo, it does last a day or two, in case you're sensitive to smells but it is not ov...
Versus
Most Helpful Critical Review
Used to love it, formula changed
I'm disappointed that I even waited over 30 days to say anything, I truly just thought it was in my head, but the formula actually has changed. The previous formula for this shampoo was the only thing that made my hair actually shiny and nourished without even using a conditioner. For reference, I h...
3041 results
I would not buy this product again
Hair Type Wavy Hair
I have very thick, course, wavy, color treated hair that is frizz prone. I have been using this shampoo along with the conditioner since February. It has done absolutely nothing for my hair. My hair almost seems dried out since using. It is not manageable & becomes tangled easily. This is not normal for my hair. And the scent - it reminds me of bathroom spray. I gave 2 stars because it does seem to help color last longer but that is it. Very disappointed.
Would not repurchase
Hair Type Straight Hair
I purchased a whole bunch of Amika products for black friday 2025. I'm stuck using them unfortunately but I would not recommend purchasing. I have fine straight healthy hair this line sucked the moisture out and didn't do anything. It was like using a drugstore shampoo and conditioner. The mask was not hydrating at all i kept putting more and more on and still was not able to brush my hair through. made my hair very rough and crunchy. Stick to Virtue, Pureology, Ouai, Joico, Redken
Smells good, but product not so good
Hair Type Straight Hair
Made scalp itch. Hair was oily after one day.
i wanted to love this…
i really wanted to love this so bad because i have no problem with the hair mask. i have damaged hair that i am currently growing out and it just made the frizz worse, it made my hair feel more like hay.. this may work for other people and that is great! it just did not work for me, everyones hair needs are different!
So greasy after just one day
Hair Type Wavy Hair
I have fine-medium coarseness, high density hair and a moderately oily scalp. This feels like I'm just putting a film on my scalp. Leaves a waxy film and makes my front pieces separate. Conditioner is the same.
