On September 6, 2025, Amika celebrated the launch of their new Aura hair and body fragrance with an intimate, invite-only brunch at Odd Sister in New York City. The event brought together Amika’s beauty influencers for a chic and immersive experience centered around the brand’s signature playful and vibrant aesthetic.
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A Stylish and Sensory Celebration
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The brunch featured a beautifully curated setting, complete with fresh florals, branded décor, and a warm, inviting atmosphere that reflected the essence of Aura. Guests sipped on coffees and juices and enjoyed a select menu while exploring the fragrance’s key notes, designed to evoke energy, confidence, and playful sophistication.
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Interactive Moments and Personal Touches
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Attendees had the opportunity to experience the Aura fragrance firsthand with the Amika NYC pop-up. Each guest received a gift bag featuring the fragrance, allowing them to bring the launch experience home. The event also offered photo-worthy moments throughout the brunch space, as well as the pop-up flower stand.
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A Memorable Launch
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The private brunch served as both a celebration and an intimate introduction to Aura, highlighting Amika’s dedication to creating products that merge beauty, fun, and confidence. Influencers shared their experiences on social media, helping to generate buzz around the launch and positioning Aura as the must-have fragrance of the season.
