About us
Skincare for the Next Generation
AMICI creates skincare, beauty and everyday essentials designed with the next generation in mind. Simple, age-appropriate and made to help young people build better habits from the start.
It started with a simple idea.
AMICI began with a simple observation: everyday skincare and sun protection should be easier, especially for families with young children and growing kids.
Samantha van Maurik, founder of AMICI, experienced this first-hand. Finding an easier way to apply sunscreen led to the development of the refillable sunscreen brush a practical innovation designed to make everyday sun protection simpler and less messy.
But the idea grew into something bigger.
From one idea to a bigger purpose
What started with making sunscreen application easier evolved into a broader mission: creating skincare and beauty products that are better suited to the stage of life young people are actually in.
Samantha van Maurik · Founder AMICISkincare doesn’t have to be complicated.
We teach young people to brush their teeth, wash their hair and take care of their bodies. So why should learning how to care for the skin on their face be any different?
At AMICI, we believe it can be just as simple. No complicated 10-step routine. No need to follow every skincare trend. Just simple, age-appropriate habits that are easy to understand and easy to keep.
Cleanse
A simple way to cleanse the face as part of an everyday personal-care routine.
Hydrate
Simple daily hydration as an easy next step in caring for young, changing skin.
Protect
Helping young people make skin protection part of their everyday routine, especially when spending time outdoors.
We don’t believe young skin needs more. It needs the right basics.
Young people are growing up surrounded by skincare trends. Social media can make complicated routines, active ingredients and adult beauty products seem like the natural place to start.
At AMICI, we believe there is another way.
Our focus is on the essentials: simple routines, age-appropriate products and good habits that can grow with them.
Not a 10-step routine. Just the basics.
The goal isn’t to use more products. The goal is to learn how to take care of your skin and build simple habits that can last.
Made for tweens & teens aged 9–16.
AMICI is designed with the transition from childhood to adolescence in mind. Around this age, young people start becoming more independent and may begin taking more responsibility for their own routines.
We want to make that transition easier giving young people products they can understand and enjoy, while helping parents feel confident about introducing simple skincare habits.
Young, changing skin deserves age-appropriate skincare.
Rather than encouraging complicated adult skincare routines, AMICI focuses on the essentials and on building realistic habits that can grow with young people.
One idea became a bigger mission.
What started with a refillable sunscreen brush has grown into something much broader: a brand focused on helping the next generation understand and enjoy taking care of their skin.
Today, AMICI combines skincare, beauty and smart everyday innovations designed around the needs of tweens and teens.
More than a skincare routine.
AMICI is building a growing world of products that make everyday self-care simple, practical and enjoyable.
Skincare
Age-appropriate skincare built around simple routines for young, changing skin.
Beauty
Thoughtful and enjoyable beauty essentials designed to make everyday routines feel personal and fun.
Innovation
Smart products that solve everyday problems and make good skincare and skin-protection habits easier.
A name built around friendship.
AMICI means “friends” in Italian.
And that is how we see AMICI: as a friendly guide as young people discover skincare, beauty and taking care of themselves.
No complicated rules. No pressure to follow every trend. Just thoughtful products, useful knowledge and a little more fun along the way.
Building the skincare & beauty brand for the next generation.
AMICI is growing from a simple idea into a broader European brand for young people and their families.
Our ambition is to make skincare easier to understand, more enjoyable to use and better suited to the stage of life young people are actually in.
Because taking care of your skin should be something you learn to enjoy not something you have to figure out alone.
Our amazing refillable brushes
