Shakira brings her signature flair to haircare with isima. The conscious, curl-celebrating brand is crafted for Latin textures and clean beauty lovers, now available at Ulta and beyond. Read along to know further.
Colombian music icon Shakira is making waves in the beauty world with the launch of isima. It’s a premium haircare brand sprouting from her personal journey with curls. It’s also inspired by the vibrant spectrum of Latin hair textures.
Embracing a holistic approach, isima addresses hair health from the scalp to the cuticle, debuting with an eight-product range. Highlights include Curls Don’t Lie, a curl perfector named after her 2006 hit Hips Don’t Lie.
Priced between US$ 32- US$ 42, isima is available in all Ulta Beauty stores and online from July 6. The global rollout on isima.com begins on June 16. Also, the brand will be available in Ulta Beauty Mexico stores this August.
The approach of conscious beauty
Certified by Leaping Bunny and The Vegan Society, all isima products are vegan, cruelty-free, made with clean ingredients, and come in sustainable packaging. The brand is also part of the Conscious Beauty at Ulta Beauty program, meeting all five pillars, including community giveback.
From the leadership desk
“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.”: Shakira Mebarak, Founder and Chief Community Officer of isima.
Sid Katari, Chief Executive Officer and founding member of isima: “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.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.”