Global music icon Shakira has expanded her creative horizons with the launch of isima, a new haircare line crafted to reflect the complexity of textured hair and the cultural richness of Latin Identity. According to Shakira Mebarak, Founder and Chief Community Officer of isima, the venture draws on her own lifelong relationship with her natural curls, hair that, as she described, has remained a central part of her personal and professional identity through every phase of life. She noted that many women she knows, including herself, have struggled for years to find products that truly cater to the needs of multifaceted hair types.
Developed to meet the rising demand for advanced, performance-driven solutions, isima introduces eight initial products focused on overall hair and scalp wellness. The products will be stocked exclusively at all Ulta Beauty locations in the U.S. beginning July 6, following an earlier release on the brand’s own website on June 16.
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The collection is also set to launch in Ulta’s flagship stores in Mexico by August. Every product is certified by both Leaping Bunny and The Vegan Society, with prices ranging from $32 to $42.
Sid Katari, the company’s CEO and Founding Partner, said the concept was driven by a desire to better serve people with diverse hair needs. He explained that the brand’s TriModal Method created in collaboration with top scientists was based on bio trichological principles to ensure comprehensive care from scalp to strand.
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isima has also earned recognition through Ulta Beauty’s Conscious Beauty platform. It meets all five of the initiative’s standards, including being vegan, cruelty-free, made with clean ingredients, packaged sustainably, and committed to giving back. Penny Coy, Senior Vice President at Ulta, shared that the brand resonated with their customers’ emotional bond to hair, offering formulas that nourish, strengthen, and support self-confidence.
