Haircare is having a reckoning. After years of defaulting to “type” charts and product aisles built around Eurocentric norms, today’s consumers are saying what should’ve been obvious: complexity is the norm, not the exception. Texture, density, porosity, curl pattern — it’s all part of the mix, and they want products that get that.
That’s the signal behind isima, the new haircare brand from Shakira, built not just around hair, but around the people who live in it. Developed with world-class scientists and launched exclusively at Ulta Beauty, isima is Latin-rooted and science-forward — unapologetically. Its TriModal Method™ targets the scalp, cortex, and cuticle in one routine, a holistic approach backed by clinical results and real community input.
But isima isn’t just clinically proven — it’s culturally informed. The brand leans into the rich biodiversity of Latin America, pairing potent native ingredients with next-gen actives like Nonapeptide-3 and FiberSeal™. Products like the Riquísima Hydrating Shampoo and Curls Don’t Lie Curl Perfector aren’t just named with pride — they’re formulated with intention. This is skincare-grade haircare designed for multidimensional strands and the people who know them best.
Shakira, who serves as Founder and Chief Community Officer, built isima from her own experience navigating complex curls — and the gaps in the market. What she created is more than a product line. With partnerships like Fundación Pies Descalzos and Poderistas, isima turns care into long-term impact, investing in education, equity, and opportunity for the communities that shaped it.
Hair is personal. Political. And now, finally, treated with the depth it deserves. isima is a clear sign: we’re entering a new era of haircare — where science meets story, and performance is rooted in perspective.
