Syncly Social Index
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Hair
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Amika on video, September 2026
Amika scored 40.5 on the Syncly Social Index in September, seventh of 10 in hair. Creators were warm about it, with 45% of organic sampled videos positive, but few videos broke out and almost every mention was tagged. Its share of beauty video grew 23% from August.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Sentiment is Amika's best component, scoring 100: 45% of non-sponsored sampled videos were positive. Momentum scored 55.6 as its share rose 23% from August. Share of voice (8.1% of hair panel mentions) and creator breadth (top 10 creators made 6.7% of videos) both scored 44.4.
Two components scored near the bottom. Only 3.0% of videos passed 100k views (11.1). Untagged share scored 0: just 12% of sampled videos mentioned Amika without naming it in the caption.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Amika videos
The most-viewed videos mentioning the brand this month.
A month of Amika videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Amika videos are about
Sep 18 (33 videos), the peak: no single video stood out. The top one was a wash-day routine that uses the Soul Food mask (50K views, watch).
Sep 07 (32): a 17.4M-follower creator named Amika among her top hair brands during a beauty-room tour (1.9M, watch).
Sep 13 (31): a UK get-ready Short listed Amika dry shampoo among its products (412K, watch).
Amika videos are about everyday wash and care: shampoo (143 videos), conditioner (132), dry shampoo (68) and masks (65). Hydro Rush was the most-named line (62 videos), helped by paid curl and repair posts (watch). The Soul Food mask (54), Perk Up dry shampoo (39, down from August), Normcore (28) and The Kure (17) followed. Many mentions come inside GRWM and haul videos (#grwm 42, #haul 13).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Hydro Rush | 62 | +6.2% |
Soul Food mask | 54 | |
Perk Up dry shampoo | 39 | −19% |
Normcore | 28 | |
The Kure | 17 |
Top keywords
Top hashtags
Where and who
TikTok carried 49% of Amika videos, Instagram Reels 42% and YouTube Shorts 9%. Amika is the most US-centered brand in the panel: 291 of its located videos came from the US and 93% were in English. Only 25 of 352 TikToks (7.1%) were sponsored. The official @amika account was the most active poster with 16 videos; no other creator made more than 6.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
The few untagged mentions came from big creators. A 1.9M-view beauty-room tour names Amika in speech only (watch), and an 81K-view Ipsy unboxing mentions the Amika body and hair mist without tagging it (watch). Criticism was rare. One 202K-view video from a TJ Maxx shopper lists Amika among brands she no longer carries (watch).
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Brands mentioned alongside Amika
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.