Shakira Launches Isima: A Haircare Revolution for Latina Hair Inspired by DIY Roots

Global icon Shakira, known as much for her signature golden mane as for her chart-topping hits, is entering the beauty arena with Isima, a groundbreaking haircare line designed specifically for the unique needs of Latina hair. Inspired by her own journey and the DIY concoctions many Latina women create at home, Isima promises to deliver the hydration, moisture, and care that has long been overlooked in the mainstream market.

“Latina hair has absolutely been overlooked in the market. No one has taken the time to understand it,” Shakira tells Harper’s Bazaar.

“Hair that is either curly like mine, or just wavy, or just dry and porous and overprocessed—we need that extra bit of love and hydration and moisture, and all of the ingredients in this line of products target those special, complex needs.“

From Kitchen Concoctions to Science-Forward Solutions

Shakira’s own struggles with hair damage and the lack of suitable products fueled her desire to create Isima.

“I’ve been one of those women who come out of the beauty salon crying… My hair has been through a lot of trauma,” she reveals. “This line was inspired by a lot of women, like me, who were desperate to make their own concoctions and their own formulas in their kitchen—you know, mixing avocado and oils with conditioners from here and there just to get the right amount of hydration.”

She even admits to making her own shampoo and conditioner at the pharmacy before realizing the need for a dedicated solution.

Isima addresses this need with a comprehensive range of products, including hydrating shampoos and conditioners, exfoliating scalp scrubs and serums, the aptly named Curls Don’t Lie curl-perfecting creme, a peptide hair mask, and a lightweight hair oil.

Each product incorporates the brand’s newly patented TriModal Method, a scientific process rooted in biotrichology that simultaneously targets the scalp, cortex, and cuticle for holistic hair health.

Embracing Natural Texture and Versatility

A key focus for Isima is celebrating the natural texture of Latina hair, particularly curls. Shakira, a longtime advocate for embracing natural beauty, emphasizes the importance of products that enhance, not hinder, natural movement.

“I’ve tried everything available in the market that claims to define your curls, but so many of them are just too harsh,” she explains.

Isima’s Curls Don’t Lie Perfector Creme, a product years in the making, is a testament to this commitment. Shakira relies on it to achieve defined, bouncy waves while touring, avoiding the damaging effects of daily heat styling.

A Luxurious Experience with Proven Results

Beyond its scientific foundation, Isima also offers a luxurious sensory experience. Testers rave about the products’ pleasant scent, and Shakira herself notes the positive feedback she’s received. One standout product is the Superbomba Triple Repair Peptide Treatment Mask, praised for its buttery texture and transformative effects on hair softness.

With Isima, Shakira aims to empower women to embrace their natural hair and find solutions that truly work.

“I hope women can feel that they’ve found the solution for those of us who have just been underserved over the years,” she says.

The brand’s dedication to innovation and understanding the complexities of Latina hair positions it as a potential game-changer in the beauty industry.