Hair Cuttery and amika Partner to Bring Inclusive Haircare Nationwide

MCLEAN, Va. – February 20, 2026 – Hair Cuttery Family of Brands (HCFB), the parent company of Hair Cuttery and Bubbles salons, today announced a landmark partnership with the Brooklyn-born haircare brand amika. Beginning February 23, the popular brand's products and services will be introduced across HCFB's extensive network of over 500 salons nationwide, marking a significant step in making premium, inclusive haircare more accessible to a broad consumer base.

This collaboration represents a major retail and service expansion for HCFB, which relaunched in 2020 with a renewed focus on technology and guest experience. The move strategically positions the salon giant to meet a clear and growing consumer demand for high-performance products that cater to all hair types and textures.

A Strategic Alliance for Growth and Accessibility

The partnership will see amika integrated into the salon experience in two key ways. Guests will have the option to add amika's Soulfood Nourishing Mask as a professional in-salon conditioning treatment, designed to provide deep hydration and improve hair health between visits. Additionally, retail collections, including the popular Normcore and Kure lines, will be available for purchase, allowing clients to maintain their salon results at home.

This dual approach reflects a deliberate strategy to enhance both service revenue and retail sales. Eric Bakken, President and CEO of Hair Cuttery, emphasized the partnership's role in the company's growth trajectory. “This partnership reflects our continued momentum and focus on retail growth,” said Bakken. “Guests are looking for high-performing, inclusive haircare that's backed by industry experts, and amika allows us to meet that demand in a meaningful way. It strengthens our retail and service offerings, empowers our Salon Professionals, and supports our long-term vision for our brands.”

The synergy between the two companies is rooted in a shared philosophy. amika, which means 'friend' in Esperanto, has built its brand on a platform of inclusivity with its tagline, "all hair is welcome." This ethos aligns seamlessly with HCFB's people-first approach and its mission to provide accessible, quality hair care.

“The shared commitment to accessibility, inclusivity, and stylist expertise made this partnership a natural fit for us,” said Chelsea Riggs, a founding member and CEO of amika. “As we continue to grow our community, we’re excited to meet our friends where they are, welcome new ones, and stay true to our belief that all hair is welcome.”

Tapping into Evolving Consumer Demands

The collaboration is timed perfectly to capitalize on major shifts in the beauty industry. The U.S. professional haircare market, valued at over $38 billion in 2025, is projected to climb to nearly $57 billion by 2032. This growth is fueled by a new generation of consumers who are more educated and discerning than ever before.

Modern shoppers, particularly Millennials and Gen Z, are driving demand for products that are not only effective but also ethically produced. amika's status as a vegan, cruelty-free brand that uses recyclable packaging resonates strongly with this demographic's focus on sustainability. Furthermore, the industry is experiencing a trend known as the "skinification" of hair, where consumers apply skincare principles to their scalp and hair health, seeking out targeted treatments and high-performance ingredients.

The demand for inclusivity and personalization is another powerful market force. Consumers are moving away from one-size-fits-all solutions and actively seeking brands that recognize and cater to their unique hair types, textures, and concerns. By adding amika's diverse portfolio, HCFB is directly addressing this need, offering specialized solutions that go beyond the standard offerings of many value-oriented salon chains.

Empowering Stylists and Elevating the Salon Experience

Beyond the consumer-facing benefits, this partnership represents a significant investment in HCFB's most valuable asset: its thousands of salon professionals. Since its 2020 relaunch, the company has emphasized a commitment to empowering its stylists, recognizing that an engaged and knowledgeable workforce is key to delivering a superior guest experience.

Introducing a professional-grade, stylist-beloved brand like amika provides salon staff with new tools and advanced education. It equips them to address a wider range of hair challenges and to offer more sophisticated, customized treatments and recommendations. This not only enhances their professional skill set but also elevates their role from service providers to trusted hair care experts.

The dual in-salon and take-home model encourages a consultative relationship between stylist and client. Stylists can demonstrate the effectiveness of amika's products during the service and then provide a clear path for clients to replicate those results at home, fostering loyalty and driving retail sales—a channel that accounts for over 60% of the professional haircare market.

Navigating a Competitive Beauty Landscape

This strategic alliance allows both companies to strengthen their positions in a fiercely competitive market. For HCFB, which competes with large chains like Great Clips and Supercuts, the partnership serves as a powerful differentiator. It elevates the brand's perception by associating it with a premium, trend-conscious product line, potentially attracting new clientele seeking quality and value.

For amika, the deal is a massive expansion of its physical footprint. While the brand has seen explosive growth and secured a major partnership with Ulta, this move plants its flag firmly in the accessible, high-traffic salon sector. It places the brand directly into the hands of thousands of stylists and introduces it to a vast and diverse customer base across more than 500 points of sale. This follows amika's impressive trajectory, with the company reportedly on track for $250 million in revenue in 2025.

By joining forces, Hair Cuttery Family of Brands and amika are creating a synergistic model that leverages HCFB’s scale and accessibility with amika's brand cachet and innovative product line. The move is poised to capture a significant share of the growing U.S. salon market, which is projected to exceed $64 billion in 2026, by redefining what consumers can expect from an affordable salon experience.