Global superstar Shakira has officially entered the beauty world with isima, a vibrant, science-based hair-care brand four years in the making. The line—available for pre-sale now, launching officially on June 16, and hitting Ulta Beauty stores July 6—features eight dermatologist-tested products designed for all hair types, with a special focus on the diversity within Latin hair textures and needs.
“Hair is a powerful part of our identity, especially in Latin culture,” said isima CEO Sid Katari. “Shakira’s vision was to create a brand that meets the complexity of real hair—not just what’s easy to formulate for. We’ve gone deep into biotrichology and ingredient science to create products that work beautifully, no matter your hair type.”
What Makes isima Unique
The name isima comes from a feminine Spanish suffix used to amplify meaning—like turning “bella” (beautiful) into “bellísima” (most beautiful). This reflects the brand’s maximalist ethos, commitment to results, and cultural pride.
Shakira, known for her iconic hair, was deeply involved in product development. “She’s a super-consumer,” Katari shared. “She tested everything, gave feedback on formulas and fragrances, and pushed us to meet the highest standards. This brand was built with both personal and community experience in mind.”
Each product combines cutting-edge science and Latin American botanicals, with clinical testing and patent-pending technologies like nonapeptide-3, GluconaBond, and FiberSeal to strengthen, smooth, and revive hair from root to tip.
The packaging is sleek, colorful, and practical—with wide openings to ensure no product goes to waste. All products feature one addictive, signature fragrance: a layered blend of apple blossom, kumquat, peony, Brazilian orchid, and a warm vanilla-musk base.
The isima Hair-Care Collection: Product Highlights
1. Reset Clarifying Shampoo
A weekly detox wash that removes 97% of buildup in one use, while soothing the scalp with biotech bisabolol.
2. Riquísima Hydrating Shampoo
A rich, pH-balanced daily cleanser with biomimetic ceramides to enhance gloss, prevent breakage, and maintain color vibrancy.
3. Suavísima Hydrating Conditioner
A deep conditioner that uses GluconaBond and ceramides to smooth, hydrate, and boost shine by 12x when paired with the Riquísima shampoo.
4. Iconic Densifying Scalp Serum
Powered by nonapeptide-3, this scalp serum hydrates, soothes, and promotes hair growth with a 105% boost in hydration after one use.
5. Súperbomba Triple Peptide Repair Mask
Shakira’s go-to product: a whipped, deep-repair mask inspired by Latin “bomba” rituals. Delivers 2.3x less breakage in a single use.
6. All In Restorative Leave-In Conditioner
A daily essential that repairs and protects from heat up to 450°F. Reduces breakage by 5.3x while smoothing and strengthening strands.
7. Curls Don’t Lie Curl Cream
Designed for defined, frizz-free curls with 96 hours of humidity resistance and shine. Loved by Shakira for its lightweight yet powerful results.
8. Delicia Reparative Hair Oil
A lightweight oil featuring Brazilian hemisqualane and Chilean rose hip oil for intense shine, softness, and 96-hour frizz control—without weighing hair down.
The Bigger Mission
“Shakira created isima not just for herself, but for anyone who’s struggled with finding effective, luxurious hair care,” said CMO Andreea Diaconescu. “From the name to the formulas, every part of this brand is about celebrating individuality, science, and real performance.”
Available starting June 16, isima is set to shake up the beauty industry with solutions that are both deeply personal and universally effective—rooted in identity, culture, and innovation.
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