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 was a natural progression.
Áma has come a long way under Heidi’s stewardship, with Áma’s hero Nature's Armour Sunscreen, the development of an entirely new solid shampoo and conditioner bar range, a multipurpose Kawakawa Balm, and the addition of a 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. 



Do you love to spend your time adventuring around? So do we! We call it “the Ama life”!

As part of our journeys we saw a need to develop a natural solution to everyday skincare that works for us, the adventurers.  We don’t all want to spend hours on regimes in the bathroom.  We want to be outside to see the sunrise, checking the “cast”!

But.  We do all need to feed our skin!  Boys and girls!  Especially after hours in the ocean, hiking a mountain or flying in the wind.

This is how Ama was born!  Through a care for the health of the environment and ourselves, we started to make simple products that you, the adventurers need and enjoy using. 

Made here in beautiful New Zealand, using only natural ingredients, Ama products are a mix of oils and butters that contain no water or emulsifiers.  A little goes a long way and the skin is fully hydrated rather than having the drying out effect of lotion.  Loading them with natural ingredients means you can be confident they not only feel good, they are good.

The balms are perfect for pretty much everything!  Not just for lips, these cleverly designed super balms can be used as an after-sun, a bug repellent and soother, on cuts, dry patches … the list is endless!  In a handy tin, your favourite balm can go everywhere with you.  We’ve even gotten into the habit of having an “Ama moment”!  As soon as we are back in the car after a session in the sun or wind, we grab a pot of Ama and cover the face in it.  Hmmmm, feel the skin soothe and relax in the moment!!

The body bars are an exciting new addition.  We have a sneaky obsession with them ourselves.  A solid body moisturiser for all over the body, these are perfect alternatives to drying lotions. You just glide over your skin and indulge!  You will never suffer a dry moment again.  Seriously, they are awesome. 

Nature's Armour - Zinc! We've kept the mix of ingredients simple and every one has it's purpose.  The end result?  A nourishing water resistant block.  What we like to call, "nature's armour".

Zinc oxide is a mineral that sits on top of the skin, so don't rub in too much.  Let it sit on the surface where it can scatter, reflect and absorb UVA & UVB rays.  

We haven’t quite got everything covered and this year you will see a few more products being released.  We’re out there with you feeling the pain of weathered skin, dry hair and the consequences of nasty chemicals in products. 

We want to give you what you need! 

So head outside, have some fun and drop us a line if there’s adventure skincare issues we can help solve. 

And keep living the Ama life :)