About Us

Who is Ama?

The Ama Life is lived with energy and gratitude, outdoors in the natural world. Our products are made with pure, natural ingredients, developed without cruelty, and brought to you in zero waste packaging and courier bags. We aim to bring you deeply nourishing skin and hair care that cares for you; and causes no harm.
Gentle on the world; powerfully nourishing for skin & hair.
Originally named for the legendary Japanese female free divers, Áma has a complementary meaning for owner, Heidi Mehrtens, because in Máori ama is either the upright boards under the carved maihi at the front of a meeting house, or the outrigger of a canoe – both of which provide balance and support.
Heidi is of Ngai Te Rangi, Scottish and German descent, and believes that the ocean has always been part of her heritage. Her Máori whakapapa hails from Tauranga and traverses the Pacific, her Scots ancestors lived on the Isle of Muck, and the German name Mehrtens means ‘People of the Sea’.
“I feel an affinity with the sea, and with our land, that makes me determined to create a business that leaves no trace. From crafting our natural products by hand and choosing plastic free packaging, to ensuring our products are never tested on animals and offering a vegan range, we are working to make the world a safer, more beautiful place.”
Fittingly for Heidi, a mother of three, ama is also an affectionate form of ‘mother’ in many languages. She says that creating an ethical business that can be run alongside caring for her family is a challenge, and a beautiful opportunity to show her children an example of working for a fairer, healthier world.
“I come from a long line of strong, independent and capable women, who are in
my thoughts and heart with everything I do.”
Evolving a natural beauty brand with an ethical business model.
Áma has come a long way under Heidi’s stewardship, with Áma’s hero Zinc sunscreen gaining a SPF40 rating, the development of an entirely new solid shampoo and conditioner bar range, a multipurpose Kawakawa Balm, and the addition of a luxurious and innovative botanical skin care range.
Ama Botanicals skin care was designed to encourage women to create time for self-love and indulgence in their busy days, offering the chance to perform a salon-facial quality skin care routine quickly, at home, with deluxe exfoliation and hydration products, and deeply nourishing natural skin care actives.
All Áma products are 100% natural, NZ Made and cruelty free.
Áma ingredients are sourced as ethically and locally as possible, and organic options are preferred. Courier packs are plant-based and compostable.
With a long history of volunteering, Heidi continues to coordinate charity initiatives under the Áma brand, collecting blankets and warm items for
Give a Kid a Blanket and fundraising for various cancer initiatives.
We hope you’ll enjoy our safe, kind, eco-friendly skin care and hair care beauty range.

Ama Values

At Ama, we want to inspire people to be outside being active and living adventures through overcoming their challenges.  To live an Ama life.

Ama values and encourages people to:

  1. Be conscious of our environmental impact.  We use recycled, recyclable or reusable packaging and ingredients that cause no, or less, harm to our oceans.
  2. Aim to source natural ingredients from local, ethical and sustainable suppliers.  You can be confident that Áma offers natural products that are good for your skin as well as for the environment and community.
  3. Treat life as an adventure.  Always strive to explore, develop and be brave enough to push through boundaries.  Have open and imaginative eyes.
  4. Avoid any animal testing.