The Colombian singer Shakira is not only continuing to conquer stages but is now also entering the world of beauty with the launch of isima, a haircare brand that is clinically tested and inspired by the hair diversity of the Latin community.
The brand was launched on Wednesday, June 11. isima is the result of a long preparation process by the singer and songwriter, who was inspired by her own hair to create it.
isima is a brand backed by cutting-edge science and designed to address the complexity of hair with multiple textures, curl patterns, densities, and porosities. Unlike many lines that oversimplify haircare routines, this approach targets the three fundamental levels of hair health: the scalp, the cortex, and the cuticle.
The technological soul of isima is embodied in a TriModal Method, a patent-pending strategy that offers an integrated and effective solution. This methodology is based on biotrichology, the science that studies the biology of hair, which is why isima‘s unique value as a brand lies in offering “clinically proven results, hair resilience, and deep repair.
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Why did Shakira decide to launch a beauty brand?
According to the Colombian artist, the development of isima was not an impulsive decision, but the result of years of research and collaboration with some of the most renowned scientists in the field. “I’m incredibly proud of what we’re finally able to share with the launch of isima, which was born from my own experiences and nurtured over years by the brightest scientific minds in the industry,” said Shakira, who also serves as the community director of the company.
For the singer, her hair has always been an essential part of her identity and artistic presence. “I’ve always had these curls that, trust me, have been through a lot,” she commented. Through her personal experiences and connections with women facing similar challenges, Shakira realized the need for a brand that speaks directly to those who don’t fit into the simplified stereotypes of straight, flat hair.
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What products are included in isima’s launch collection?
The initial isima collection consists of eight products that cover a complete hair care and repair routine:
- Súperbomba | Triple Repair Peptide Mask ($38)
- Riquísima | Hydrating Shampoo ($32)
- Suavísima | Hydrating Conditioner ($32)
- Delicia | Repair Hair Oil ($36)
- Reset | Clarifying Shampoo ($32)
- Iconic | Scalp Densifying Serum ($42)
- All In | Leave-In Repair Conditioner ($32)
- Los rizos no mienten | Curl Enhancer ($32)
Where can you buy isima and when will it be available?
isima will have a staggered debut, backed by Ulta Beauty, the largest beauty specialty retailer in the United States. Starting on June 16, the line will be available on the official website isima.com. Beginning on July 6, it will also be available in Ulta Beauty physical stores and online across the U.S.
Where to buy Shakira’s isima products in Mexico?
And for Latin American consumers, there’s good news: Ulta Beauty Mexico will also add the brand to its stores starting in August, allowing Mexican customers to access these products in selected physical locations.
Is Shakira’s isima cruelty-free?
Yes. One of isima’s defining features is its full commitment to the community and the environment. All products are:
- Certified by Leaping Bunny and The Vegan Society
- Cruelty-free
- Formulated with clean ingredients
- Packaged in sustainable materials
- Designed to be part of Conscious Beauty at Ulta Beauty, meeting all five pillars of the program
In addition, the brand’s signature fragrance was developed under the strictest global safety standards (IFRA), ensuring a safe, effective, and pleasurable sensory experience.
