The name Amika is derived from Latin and means "girlfriend" or "friend" in a number of the Romance languages. Infusing the latest technology with a creative. Amika was founded by industry OUTSIDERS in Williamsburg, Brooklyn in 2007 and is the antithesis of a typical brand. Instead of purveying unattainable perfection the belief is in the idiosyncratic and totally individual version of beauty. The result is a culture of inclusion and positivity, all while delivering puddles of fun and a sunny disposition from looking at the packaging.