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Dearica Hamby wants to sell beauty products without telling young girls they need to change themselves. The Los Angeles Sparks star and her 9-year-old daughter, Amaya Marie, celebrated AMNO’s launch with 150 supporters at Venice Beach on October 10, 2026. Their tween brand combines hair and body care with a message about individuality. The idea began with Amaya’s interest in the products her mother already owned.
Her Daughter Kept Borrowing From Her Beauty Shelf
Amaya had been reaching for Hamby’s Fenty hair products, Topicals eye patches, and other items. Hamby recognized her daughter’s enthusiasm for beauty and hairstyling and says she saw a gap in products marketed to young shoppers at Sephora and Ulta. She wanted to create something Amaya could have for herself instead of borrowing from her mother. What would a brand built around that interest encourage girls to feel about themselves?
The Name Puts Individuality Ahead of Comparison
AMNO takes its name from “Always Me” and “Never Others,” reflecting Hamby’s emphasis on individuality. She believes girls are growing up too quickly amid social media exposure, and the brand does not plan a full makeup line. Its aim, she explains, is to show young girls that “you don’t have to change yourself” to feel beautiful. Free booklets offer space to doodle and advice on positive self-talk, friendship, avoiding comparisons, and handling bullies.
Four Products Keep the Launch Focused
Made in California, the launch lineup includes Cleanse With Me hair and body wash, Care With Me conditioner, Style With Me leave-in conditioner, and Sparkle With Me shimmer oil. Individual products debuted at $12 to $16, with all four bundled into a $50 Confident Girl Starter Pack. Each formula contains vanillin, giving the range a shared sweet scent. But the bottles and their extras are also part of how AMNO presents its message.
The Packaging Gives Girls Something to Make Their Own
The wash comes with a loofah whose colorful ribbon can become a bracelet carrying an “I am me!” message. The conditioner includes a dry-erase marker for writing three affirmations on its bottle, while the leave-in spray can be decorated with AMNO stickers. The shimmer oil pairs its sparkle with a heart-shaped bottle top. But how much influence did Amaya have beyond modeling for the brand?
Amaya Helps Choose More Than the Colors
Hamby says Amaya helps test formulas and has a meaningful say in colors and partnerships. Sparkle was a priority for her, and the pair even explored suspending charms in gel before leaving that idea out of the initial products. Beyond modeling for AMNO, Amaya plays flag football, tennis, and volleyball. She also has clear preferences about partners: Hamby describes her as a Claire’s fan. How does beauty spending look among older shoppers?
Teen Spending Shows Why Haircare Is Drawing Attention
Piper Sandler’s Taking Stock With Teens survey of 9,000 teens found beauty spending rose 7% from a year earlier. Haircare spending grew 10%, and the category reached a record 23% of teen girls’ beauty spending. Sephora remained their favorite beauty retailer, followed by Ulta Beauty. Those results concern teenagers rather than children Amaya’s age, offering market context without measuring demand for AMNO itself.
Hamby Is Paying for Almost All of the Venture
Hamby is funding 95% of AMNO herself, with friends providing the other 5%. She says keeping outside involvement limited lets her preserve the specific direction she wants for the business. To promote the launch, she enlisted fellow WNBA players including Kelsey Plum, Rae Burrell, and Olivia Nelson-Ododa, alongside broadcasters and women’s sports media company Togethxr. The Las Vegas-based brand launched by selling directly to customers, but Hamby also has a vision for physical stores.
Her Dream Retailer Is an AMNO Store
When asked about dream retailers, Hamby pointed to a store of her own rather than an existing chain. She imagines a place where girls can express themselves and collaborate, potentially beginning in Las Vegas and eventually expanding nationally. Hamby also envisions clothing, while Amaya has suggested jewelry and lip gloss. These ideas were presented as possibilities for expansion, rather than confirmed store openings or products already available.
The Business Still Leaves Room to Be Nine
Working with her daughter can mean 30 productive minutes before Amaya turns to something else, Hamby acknowledges. At the launch party, Amaya moved between getting her ears pierced and climbing a cheer pyramid with friends. That scene gives a concrete shape to her mother’s aim: letting beauty remain part of childhood rather than a reason to rush beyond it. As Hamby puts it, “I think it’s OK to be a kid.”