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My older brother and I are currently in a capture-the-flag-esque standoff. Except instead of a ratty piece of fabric being the target, the prize is a container of amika's Soulfood Nourishing Hair Mask. It all started when my brother bleached his hair for the first time. In a moment of empathy as someone who knew all too well the struggles of managing fragile, bleached hair for years on end, I shared my holy grail product with my brother, giving him the all clear to try out the mask. Fast forward a couple months later, and the value-size container was almost empty. When I interrogated my brother about it, he simply said, "It's good." Coming from him, that's essentially a 10-star rating (with a cherry on top).

With Amazon Prime Day 2024 in full swing, I couldn't resist stocking up on my favorite hair mask. It's rarely on sale, but right now it's a whopping 34% off! Alongside this steal, amika's bestselling haircare products, like their cult-favorite leave-in conditioners, texture sprays, heat defense serum, and anti-humidity spray, are also available on Amazon. Whether you're curious about their stellar reputation or ready to upgrade your haircare routine, now's the perfect time to shop and say goodbye to haircare worries!

Get the amika Soulfood Nourishing Mask for 34% Off at Prime Day 2024

This wonderfully nourishing hair mask is packed chockful of vitamins and nutrients like jojoba seed oil & sea buckthorn that deeply condition and hydrate your hair. It targets hair concerns like dryness and shine, working to visibly restore and repair damaged hair back to its oh-so-soft state. In my experience, a little goes a super long way, and the ultra-rich formula is perfect for incorporating into my haircare routine once or twice a week.

Amika Hair Mask Shopper Reviews on Amazon

"Okay y'all. Hear me out. I have a TON of hair, but it's so fine you'd never know how much of it I actually do have. There's uncontrolled frizz because of breakage. Let's not even talk about how many baby hairs I have on my neck and forehead. Anyways. This. Stuff. Works. I hadn't done a hair mask in a while and my hair was SO unhealthy. One use and my hair looked PHENOMENAL. I forgot what it was like to have a good hair day. It was so much easier to style, it felt heavier, and it just actually laid right on my head. Minimal frizz - because let's be honest, there is no cure in this world for the amount of breakage I had going on. Buy this. I promise you won't regret it."

"WOW. I am so amazed and happy I went through with buying this product. It has given my hair life! I had bleached blonde hair for years and switched to my natural brunette about a year ago and this is the first time in a long time that I've been able to achieve such soft, shiny & healthy hair on my own. Not to mention it smells soo good I want to put it on everyday."

"I've had my hair colored for some years now and I went to get new highlights and color. My previous hair color was the worst for me. It made my hair so dry, brittle, frizzy, so tangly! It was bad! I was buying all kinds of products and nothing moisturized my hair. Until I went to a miracle hair dresser. She did my color to perfection and recommended Amika. This is thee best investment I could have made. You wash it off but she recommended me to use it as a leave in conditioner. My hair is so soft, it smells amazing! I can feel such a difference. Highly recommend this product especially for curly dry, damn aged, tangly hair."

"I have fine, damaged hair and nothing ever really helps. I feel like I've tried everything. This stuff is seriously magic. My hair is SO soft, not frizzy, smells amazing, shiny, manageable, it feels like the damage is gone without even brushing it after the shower. Best of all it doesn't weight my fine hair down. Don't walk…RUN to buy this product."

More Shopper-Loved Amika Hair Products

With over 12,300 five-star reviews on Amazon, amika's Perk Up dry shampoo has earned its cult-fave status — for good reason. The talc-free formula includes ingredients like natural rice starch and nourishing sea buckthorn to absorb oil, reduce odor, and restore volume.

Shoppers Say: "This is THE BEST dry shampoo. I used Dry Bar for two years (and many others before that), and recently I didn't have time to get to Ulta and was going to order it on amazon, until I saw Amika's. I only wash my hair twice a week, and this has kept it perfect between washes. I've been converted. I have long, highlighted hair, very thick but fine. There is ZERO build up with this dry shampoo, that was my primary issue with Dry Bar's. I'd recommend it to anyone. Gets rid of all oils, keeps your hair looking freshly styled, doesn't weigh it down, and no build up. The best."

Start your haircare routine with this silicone-free primer, and watch your hair thrive. The multifunctional spray detangles, cuts down on blow dry time, and provides heat protection to leave your hair smooth, soft, and radiant. Simply mist it evenly through your damp hair before detangling and/or blow drying!

Shoppers Say: "I'm shocked this product exists but it's a game changer for my long dried over processed wavy hair. At the start, sprayed tons on my hair to get it going. Now, it's only a squirt here and there that does the trick. Introduced it to a coworker who quickly ordered. This is now an essential hair product next to the shampoo and conditioner."

Shoppers Say: "Amika products NEVER disappoint, and their Hydro Rush Intense Moisture Leave-In Conditioner is no exception! It's a great leave-in conditioner that leaves my hair feeling soft, smooth, and hydrated. And the smell... AMAZING! I love how it lingers in my hair, giving it a fresh and delightful scent all day long. Highly recommend for anyone looking to give their hair some extra love and moisture."

Get that effortlessly tousled look with this top-rated amika texture spray! Perfect for all hair types, this lightweight spray adds instant volume and sexy texture without the need for styling tools. Just a few spritzes enhance your natural hair texture, giving you perfectly-imperfect locks that look effortlessly chic.

Shoppers Say: "If you don’t like the feel of hairspray in your hair but want to hold your hair - BUY THIS!!!! I have sensory issues with hairspray and hate using it. A friend recommended I try a texture spray so I tried this one out and got the 1 oz. It works AMAZING. Your hair is a bit stiff for a couple min but it relaxes and then you cannot tell you have anything in your hair at all. I can’t curl my hair to save my life so I braid it most nights which doesn’t keep all day long. Well, with this stuff, it does!!! My waves from my braids will stay in all day!!! I just finished off my tiny 1oz and got the bigger size. So worth the money!!!"

Turn up the heat while staying protected with amika's Blockade Heat Defense Serum, a glossy, lightweight serum that guards your strands against heat styling damage. For a smooth, soft & shiny finish, just distribute a few pumps throughout damp hair and follow up with your heat tools or blow dryer as desired.

Shoppers Say: "First of all, this bottle lasts FOREVER, so worth every penny. I was looking for a heat protectant that was similar CHI but not nearly has heavy or greasy. This is perfect. It's a light serum that smells GREAT and really does protect your hair. I've been using it for about a year and I have gone longer between haircuts, and my ends are SUBSTANTIALLY better and not nearly as split and gross as I was seeing. Very much recommend!"

Is humidity your hair's sworn enemy? Not to worry, because amika's anti-humidity spray has your back. The invisible, heat-activated spray protects your hair against heat up to 450 °F and frizz-causing humidity for over 24 hours, according to the brand.

Shoppers Say: "I have natural curly hair but blow dry it straight. This is THE BEST anti humidity spray I've ever used. I have been using Color WOW Dream Coat for years but seemed to not work anymore. I took a chance on this and I absolutely love it! I used it on a Miami trip and it worked amazing!!! I live in central California where the humidity is high as well. Also it smells fairly well."

What is Prime Day? 

Prime Day is an exclusive event with Amazon deals for Prime members. In recent years, it has been extended from a one-day sale to a two-day sale, highlighting deals across all categories including fashion, beauty, tech, and home products.

When is Prime Day?

Amazon's Prime Day 2024 runs from July 16- July 17, 2024. This 48-hour sale begins at midnight PT on July 16 and ends at 11:59 PM PT on July 17. This year shoppers will be able to find extensive discounts on products ranging from summer fashion and premium beauty to the newest electronics and home essentials. There are early deals leading up to the sale, so it's wise to check for pre-Prime Day offers as well.

What is on sale for Prime Day 2024?

Amazon customers can shop deals on seasonal items including summer fashion, travel, viral beauty products, outdoor furniture, back-to-school essentials, cleaning and organization products, and Amazon devices. 

Where can I find the best Prime Day deals?

You can find curated deals from E! Insider Shop throughout the sale and at our Amazon Storefront. Our dedicated team of shopping experts will help you save time and money, organizing the must-have deals in one convenient place for easy shopping. New deals will drop throughout the sale. You can also shop Amazon's Prime Day deals here.

What is Amazon Prime?

Amazon Prime is a subscription service that provides a variety of benefits to its subscribers. Shoppers get free and fast shipping with options for two-day, one-day, and same-day shipping speeds on eligible items shipped by Amazon. Additionally, there are exclusive lightning deals and additional discounts on select items. Members gain access to Prime Video, Amazon's streaming service. Subscribers can stream ad-free songs through Amazon Music. Prime members can get grocery deliveries from Amazon Fresh and Whole Foods Market, depending on the location.

Do you need to be an Amazon Prime member to shop the Prime Day 2024 sale?

Yes, you have to be a Prime member to get the Amazon discounts on Prime Day. Amazon Prime Day is an event that is exclusive for Prime members, with discounts tailored specifically for them. You can start a free 30-day trial to take advantage of Prime Day 2024 discounts.

How much is a Prime membership?

An Amazon Prime membership costs $14.99 per month or you can pay $139 per year. Join now for a 30-day free trial to experience the membership's extensive benefits for yourself, which include free shipping, fast shipping, and access to grocery delivery, ad-free music, and streaming services. 

How much is Amazon shipping?

Amazon shipping costs depend on the items ordered and shipping location. Thankfully, shipping on your order is free (and fast) if you sign up for a Prime membership. Prime members get two-day, one-day, and same-day shipping options. Amazon also offers expedited shipping options on select purchases, which provide faster delivery times  at an additional cost. Join now for a 30-day free trial.  

Looking to fill your Prime Day cart with more summer beauty essentials? Ashley Graham has you covered with her favorite tanning mist, now 25% off!