Shakira introduces new haircare line to cater to diverse consumer needs 

USA – Shakira, a Colombian songwriter, has officially entered the beauty industry with the launch of Isima, her first haircare brand, a line inspired by her signature curls and the rich diversity of Latin hair textures. 

The collection features eight clinically backed haircare products designed to address the unique needs of textured and high-maintenance hair.

The initial product lineup includes the Reset Clarifying Shampoo, Iconic Densifying Scalp Serum, Delicia Reparative Hair Oil, Curls Don’t Lie Curl Perfector, All In Restorative Leave-In Conditioner, Riquísima Hydrating Shampoo, Suavísima Hydrating Conditioner, and Súperbomba Triple Repair Peptide Mask.

Isima employs a TriModal Method, a proprietary approach that targets the scalp, cortex, and cuticle to promote optimal hair health. 

Shakira Mebarak, Founder and Chief Community Officer of Isima, “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.”

 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.”

The brand’s launch is backed by Ulta Beauty, which will serve as its exclusive retail partner. 

According to the brand, their products will be available on isima.com starting June 16, with a full rollout across Ulta Beauty stores nationwide on July 6, 2025. 

The partnership ensures that the brand reaches a broad audience, particularly those seeking science-backed solutions for textured hair.

With Isima, Shakira aims to empower consumers by providing high-performance products tailored to diverse hair needs. 

The brand’s commitment to innovation, cultural representation, and scientific excellence positions it as a transformative force in the haircare industry.

In a similar move, Chaz Dean, an American hairstylist and founder of WEN hair and body care brand, has unveiled the Summer Passionfruit Collection, a seasonal expansion of his renowned WEN haircare line. 

This limited-edition collection blends passionfruit, cucumber, and basil extracts with WEN’s signature Four Tea Complex and strengthening amino acids to enhance moisture, strength, volume, and shine. 

The collection features five key products tailored for all hair types and textures: the Cleansing Conditioner, Styling Crème, Nourishing Mousse, Replenishing Treatment Mist, and Ultra Nourishing Intensive Body Treatment.

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