Key Takeaways:Amika haircare launched a hair and body spray appealing to Gen Zers who view using beauty products as a ritual.The personal fragrance category is growing, with prestige channel sales up 4% and mass market sales up 8% as of first quarter 2025.Amika plans to include its existing customers and professional hair stylist community in product mailers to promote the launch.Amika launched a personal fragrance on Friday, revealing exclusively to BeautyMatter the details of its launch as the brand team seeks to tell a story around the 18-year-old haircare brand.The fragrance, called Amika:Aura, serves as a hair and body spray with notes of apricot, grapefruit, vanilla, and sandalwood. Personal fragrances, often hair and body sprays, have become a mainstay of product expansion for skincare, haircare, and even makeup brands, fueled by Gen Z interest in the category. According to Chelsea Riggs, CEO of Amika, customers have been asking for a fragrance from the brand for years, and the team plans to incorporate its customers in the launch campaign as a result.Riggs declined to share sales expectations for the fragrance but did say there is an opportunity in the future for fragrance to be a meaningful percentage of sales. Industry sources previously estimated the brand to earn between $175 million and $200 million in full-year 2023 sales.Priced at $28, the fragrance is geared not only to existing customers who love the scent of the hair products but also to new customers who may first enter through the less expensive fragrance before investing deeper into the brand. Furthermore, it’s an opportunity to “storytell how Amika makes you feel,” said Riggs.