Amikaverse
Open the game- Brand
- Amika
- Year
- 2024
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Mini-Games
- Platform
- In-Game
- Agency
- Obsess
Objective
amika built a permanent home on Roblox to reach Gen Z where they already spend time, choosing community over advertising to build affinity for a brand that positions itself around friendship. The experience doubles as product education, turning ingredient sourcing and sustainable packaging into things players do rather than read about, while leaning into avatar hair customization — the aspect of avatar identity Gen Z engages with most.
Solution
Players enter amika's 3D world and pick a "bestie" guide — Stylist, Gardener, or Recycler — who leads them into a themed zone built around one mini-game. In the salon, players match products to different hair problems; in the garden, they grow the ingredients that go into amika's formulas; in the recycling zone, they gather scattered trash and turn it into the brand's signature packaging. Along the way players earn coins and amika bux, collect daily rewards, unlock free wearables, and can craft their own product to send as a gift to a friend. At launch, the first 10,000 players to complete the salon mini-game ten times earned an exclusive digital jacket in amika's signature print, and the world has since grown to include a Salon Tycoon mode, a mushroom-forest obstacle course, and a Brooklyn district with its own hairstyle shop and community center.
Results
2,062,365 visits and a 4,933-to-1,071 like ratio (about 82% positive) as of September 2026, with the experience still receiving active updates (most recently August 25, 2026) two and a half years after its January 2024 launch.
- 1
The player opens the amikaverse experience page under the loveamika group in Roblox and enters a colorful 3D world built around amika's hair-care brand.
- 2
On entry the player picks a "bestie" guide — Stylist, Gardener, or Recycler — which determines which themed zone they visit first; that character then walks the player through the zone's mini-game.
- 3
In the Salon challenge, characters describe hair problems, the player matches each one to the right amika product from a shelf, and finishes with a short puzzle; repeating the salon task ten times earned early players a limited digital jacket.
- 4
In the Garden challenge, the player grows and harvests ingredients used in amika products, such as sea buckthorn.
- 5
In the Recycling challenge, the player collects scattered recyclable pieces around amikaverse and combines them to craft one of five branded packaging designs into a personalized product that can be gifted to another player in the experience.
- 6
Outside the mini-games, the player can climb a mushroom forest as an obstacle-course platforming section.
- 7
The player also explores a Brooklyn-themed district, visiting a shop for UGC "dream hair" styles and a community center for socializing with other players.
- 8
Completing activities earns coins ("amika bux") and achievements, and players return daily for free UGC items and currency; coins can be spent on branded hair and accessories, with some wearables also purchasable separately in the Roblox Marketplace.
- 9
A later update added a Salon Tycoon mode, now featured in the experience's title, in which the player builds and develops their own salon.
