amika Normcore Signature Shampoo in Beauty: NA. amika Normcore Signature Shampoo in Beauty: NA. Hair's new normal has a new name: Normcore Signature Shampoo. Infused with a cocktail of vitamins and antioxidants, this everyday shampoo leaves hair hydrated, shiny, and touchably soft.. Coconut Acid provides excellent lathering and conditioning properties. Safe for color and chemically treated hair. Free of sulfates, parabens, phthalates, gluten, silicone, oil, mineral oil, petrochemicals and artificial colors. 10 fl oz. Follow with Normcore Signature Conditioner. AIKA-WU97. AM50.18134. Amika is committed to curating haircare and styling tools fit for a lifestyle of self-expression and rebellion against conformity and the mundane. Founded by industry outsiders in Williamsburg, Brooklyn in 2007, amika is the antithesis of a typical beauty brand. Instead of purveying unattainable perfection, amika believes in an evolving and totally individual version of beauty. The result is a culture of inclusion and positivity, all while injecting a sunny disposition into haircare.