Amika Normcore Signature Shampoo

Find your everyday wash-day essential with amika Normcore Signature Shampoo, a nourishing, sulphate-free cleanser designed to leave hair clean, soft and conditioned without stripping away essential moisture. Its gentle cleansing system uses Sodium Cocoyl Isethionate and Cocamidopropyl Hydroxysultaine to lift away excess oil, impurities and everyday buildup while maintaining a softer feel than harsher cleansing systems. Coconut acid supports the shampoo's creamy lather while providing additional conditioning benefits to the hair. amika's signature sea buckthorn is naturally rich in fatty acids and antioxidant compounds that help nourish the hair and support softness, shine and manageability. Glycerin provides additional moisture support, while conditioning polymers help improve slip and leave strands feeling smoother after cleansing. In consumer testing, 94% agreed Normcore gently cleanses without stripping moisture, and when used with Normcore Signature Conditioner as a system, hair is clinically proven to be 7× more conditioned. The result is clean, soft and nourished hair that feels refreshed without being overly stripped or weighed down.

How to Use + Best For

Apply amika Normcore Signature Shampoo to thoroughly wet hair and massage through the scalp and roots, working into a lather before rinsing well; repeat if additional cleansing is needed. Follow with amika Normcore Signature Conditioner for balanced everyday nourishment or Soulfood Nourishing Mask when your hair needs a richer conditioning treatment. Normcore is a great everyday option for medium-to-thick hair seeking nourishment, softness and balanced cleansing rather than intensive hydration or repair. amika specifically recommends the Normcore Shampoo + Conditioner system for medium-porosity hair, making it a great choice for hair that generally absorbs and retains moisture well but still benefits from consistent conditioning. It can be used across straight, wavy and curly textures, while very dry, coarse or tightly coiled hair may prefer a more moisture-intensive shampoo depending on individual needs. 

Take Khair Tip: If your hair feels relatively healthy but you aren't sure whether you need a specialized moisture, repair or clarifying shampoo, Normcore is a great balanced starting point for maintaining softness and manageability.

Key Benefits: Gently cleanses • Helps maintain moisture • Nourishes & softens • 7× more conditioned hair* • Sulfate-free • Silicone-free • Colour-safe • Ideal for regular wash days

Best For: Medium-porosity hair • Medium–thick strands • Hair needing balanced everyday nourishment • Straight, wavy & curly textures • Colour-treated hair • Healthy-to-mildly dry hair

Key Ingredients: Sea Buckthorn • Coconut Acid • Glycerin

Ingredients: Water/Aqua/Eau, Sodium Cocoyl Isethionate, Glycol Distearate, Cocamidopropyl Hydroxysultaine, Cocamidopropylamine Oxide, Coconut Acid, Fragrance/Parfum, Hippophae Rhamnoides (Sea Buckthorn/Argousier) Fruit Extract, Glycerin, Sodium Isethionate, PEG-150 Distearate, Caprylyl Glycol, Guar Hydroxypropyltrimonium Chloride, Ethylhexylglycerin, Hexylene Glycol, Citric Acid, Sodium Chloride, Polyquaternium-7, Cocamidopropyl Betaine, Cocamidopropyl Dimethylamine, Phenoxyethanol, Limonene, Hydroxycitronellal.

*Clinically proven when Normcore Shampoo + Conditioner are used together as a system.

• Shipping Area: We currently ship within Canada.
• Free standard shipping on orders over $70.
• $9.99 standard shipping for orders under $70 in Ontario.
• $14.99 standard shipping for orders under $70 for the rest of Canada.
• Shipping Calculation: Shipping costs are calculated after discounts have been applied and before tax is added.
• Order Processing Time: Please allow 1-3 business days for order processing, excluding weekends and holidays.
• Shipping Time: Delivery within 3-5 business days from the shipment date.