Founded by industry outsiders in Williamsburg, Brooklyn, amika creates beauty product that not only work but have a positive impact on our environment too – free from animal testing as well as chemical and artificial ingredients. Discover your hair’s new normal – hydrated, soft and shiny – with the everyday Normcore Signature Shampoo, infused with a cocktail of vitamins and antioxidants. By choosing this product you’re supporting a brand that is committed to ending animal testing.amika Normcore Signature ShampooApplication: Wet hair and massage from roots to ends. Rinse and follow with Normcore Signature Conditioner or Soulfood Nourishing Mask300ml