Global superstar Shakira takes her first steps into the beauty industry with Isima, a haircare brand inspired by her personal hair journey and designed to meet the diverse, often overlooked needs of Latin and multi-textured hair. Backed by science, and centered on self-expression, Isima is more than just a beauty line—it’s a movement. It was only a matter of time before Shakira—pop icon, activist, and all-around powerhouse—entered the beauty space. Her signature curls have become a symbol of her free-spirited presence and identity, so it feels only fitting that her first foray is in haircare. With the official launch of Isima, Shakira introduces not just another celebrity beauty brand, but one that’s deeply personal, purpose-driven, and powered by cutting-edge science. “I’m so proud of what we are finally able to share with the introduction of Isima,” Shakira said in a statement announcing the launch. “It was born out of my own experiences and nurtured for years with the industry’s leading scientific minds.”
The science behind the strands
Where many brands stop at surface-level shine or basic hydration, Isima’s TriModal Method digs deeper, quite literally. It’s rooted in biotrichology, the scientific study of hair and scalp health, and was formulated to address the full spectrum of needs—hydration, repair, density, and scalp balance—all at once.
According to Sid Katari, CEO 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.” He adds, “In working with leading scientists, we created a cutting-edge approach that puts product performance at the forefront for this underserved consumer.”
A versatile launch lineup
The brand launches with a tightly edited lineup of eight vegan and cruelty-free products, each carefully crafted to work across a wide range of hair types, patterns, porosities, and densities. All products feature Isima’s signature fragrance and are priced between $32 and $42 (or £30–£40 in the UK). The full 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
Together, these products reflect the brand’s mission to go beyond “one-size-fits-all” formulas and instead embrace the rich diversity of Latin and textured hair.
A conscious beauty partner
Isima will debut exclusively through Ulta Beauty, both online and in-store, beginning July 6, with early access via isima.com starting June 16 in both the US and UK. Ulta will feature the brand as part of its Conscious Beauty program, which highlights products that meet high standards for clean ingredients, sustainable packaging, and community impact.
That community impact piece is especially important to Shakira, who is stepping into her role as Chief Community Officer for Isima. Long known for her philanthropic efforts through the Barefoot Foundation and her work in education and social development, Shakira’s role will extend far beyond branding. She’ll lead initiatives that support children’s education, women’s empowerment, and access to opportunities—mirroring the values that shape her music and advocacy.
More than just hair
With Isima, Shakira is offering more than just a product line—she’s offering a cultural shift. In a beauty industry that often sidelines textured, curly, and Latin hair types in favor of a homogenized aesthetic, Isima stands as a challenge to that norm. It’s about embracing the full spectrum of beauty, without compromise.
And while Isima’s formulas are backed by science and developed with precision, the brand’s emotional heart is clear. “There are a lot of products out there,” Shakira says, “but nothing that truly meets the challenges that come with complex hair and multiple textures. Isima is about changing that—about finally having something that speaks to us, that works for us.”
As the beauty world continues to open up to broader definitions of haircare and identity, Isima arrives as both a disruptor and a long-overdue answer to the needs of a richly diverse, often underserved community. In other words, just like its founder, this brand was born to stand out.
