Shakira Enters Haircare with Isima
Shakira is the latest celebrity to get in on the beauty game, with the launch of Isima, a haircare brand designed specifically for Latin hair.
Centring on holistic hair health, Isima takes a science-first approach that targets the scalp, cortex, and cuticle using a newly patented TriModal Method and science-backed formulas.
“I’m so proud of what we are finally able to share with the introduction of Isima, which was born out of my own experiences and nurtured for years with the industry’s leading scientific minds,” said Shakira. “A big part of my identity has always been my hair. I’m an artist, a performer, a daughter, a mother, and through it all I’ve had these curls that, believe me, have been through a lot. I’ve watched friends, family, and many other women who, like me, spent years trying every new product available to find the right one. I have always felt like there are a lot of products out there, but nothing to meet the challenges that come with complex hair and multiple textures.”
Developed in collaboration with leading scientists, Isima’s TriModal Method is grounded in biotrichology to treat the scalp, cortex, and cuticle simultaneously. The brand’s debut collection of eight products, priced between £30 and £40 ($32 and $42), is formulated to work across a wide range of hair types, patterns, porosities, and densities, reflecting the nuanced needs of textured and multi-textured hair. The lineup includes:
- Súperbomba | Triple Repair Peptide Mask
- Riquísima | Hydrating Shampoo
- Suavísima | Hydrating Conditioner
- Delicia | Reparative Hair Oil
- Reset | Clarifying Shampoo
- Iconic | Densifying Scalp Serum
- All In | Restorative Leave-In Conditioner
- Curls Don’t Lie | Curl Perfector
All products are vegan and cruelty-free and feature the brand’s signature fragrance.
“We were inspired by the Latin community: their full spectrum of hair diversity, their unmet needs, and the obvious opportunity to challenge the haircare industry’s reliance on oversimplification,” said Sid Katari, CEO and founding member of Isima. “In working with leading scientists to create a cutting-edge approach that puts product performance at the forefront for this underserved consumer, we developed our TriModal Method to be fundamentally rooted in biotrichology so that Isima can deliver unmatched results in addressing all aspects of scalp and hair conditions.”
Ulta Beauty will serve as the brand’s exclusive retail partner, offering the range in-store and online as part of its Conscious Beauty programme, which recognises products that meet high standards for clean ingredients, sustainable packaging, and community impact.
Beyond product development, Shakira — also acting as Chief Community Officer — will play a key role in shaping Isima’s broader social mission, furthering her longstanding advocacy for children’s education, social development, and women’s empowerment around the world.
Isima will launch on isima.com on 16 June for those in both the UK and US, followed by a rollout across all Ulta Beauty locations and ulta.com on 6 July.