Shakira’s Haircare Brand isima Hits Ulta Stores

Shakira is turning personal hair struggles into powerful solutions. Shakira Mebarak has transformed her decades-long hair journey into a groundbreaking haircare brand that promises to address the complex needs of diverse hair types, particularly within the Latin community.

The international superstar recently introduced isima, a clinically-backed haircare line that marks a bold new chapter in the beauty industry. Launching exclusively at Ulta Beauty, isima brings a science-driven approach to hair health with its innovative TriModal Method™, a system designed to treat the scalp, cortex, and cuticle for truly transformative results.

A Personal Mission Turned Scientific Innovation

The story behind isima is deeply personal. For years, Shakira struggled to find products that could address her naturally curly, often unpredictable hair. This frustration became the spark for a brand built on both scientific rigor and personal experience. “After four years of working in quietly, I’m proud to finally share this with you,” Shakira announced on social media. Shakira Mebarak said:
"I'm so proud of what we are finally able to share with the introduction of isima, which was born out of my own experiences and nurtured for years with the industry's leading scientific minds."

Her connection to the brand is rooted in her own identity and the shared experiences of those around her. Shakira Mebarak said:
"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."

Highlighting an Overlooked Market

The need for a brand like isima is clear. The haircare industry has often relied on oversimplified solutions, ignoring the diversity of hair types and textures, especially in the Latin community. Sid Katari, CEO of isima, said:

"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."

isima’s approach is grounded in science, developed with leading experts in hair biology. Sid Katari said:

"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."

The Complete Product Range

isima’s debut collection features eight carefully formulated products designed to work together for optimal hair health:

• Súperbomba | Triple Repair Peptide Mask ($38)
• Riquísima | Hydrating Shampoo ($32)
• Suavísima | Hydrating Conditioner ($32)
• Delicia | Reparative Hair Oil ($36)
• Reset | Clarifying Shampoo ($32)
• Iconic | Densifying Scalp Serum ($42)
• All In | Restorative Leave-In Conditioner ($32)
• Curls Don't Lie | Curl Perfector ($32)

Each product is thoughtfully priced between $32 and $42, making premium, science-backed haircare more accessible. For more details, visit the isima collection page.

Ulta Beauty Partnership and Retail Expansion

The exclusive partnership with Ulta Beauty demonstrates the brand’s potential to shape the future of haircare. Penny Coy, Senior Vice President Merchandising at Ulta Beauty, said:

"We are thrilled to welcome isima to the Ulta Beauty family."

She further said: "Like Shakira, our guests of all ages have a deeply personal relationship with their hair. It is a part of their identity and is a form of self-expression, day in and day out. With haircare top of mind, they are constantly looking to us for solutions and newness to reach their goals and feel confident. isima is the perfect addition to our assortment, with its focus on innovative ingredients and science-backed formulas to repair hair and strengthen strands from scalp to tip."

Commitment to Conscious Beauty

isima also demonstrates a strong commitment to ethical beauty. All formulas are Leaping Bunny and The Vegan Society certified, and the brand qualifies for Ulta Beauty’s Conscious Beauty program across all five pillars: vegan, cruelty-free, sustainable packaging, clean ingredients, and give-back initiatives.