The Colombian artist is stepping into the beauty arena with the launch of isima, a haircare line inspired by her personal journey with curls and the rich diversity of hair textures within the Latin community.
“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,” said Shakira Mebarak, Founder and Chief Community Officer of isima.
Capitalizing on the growing demand for premium haircare, Isima is taking a holistic approach to hair health—addressing the scalp, cortex, and cuticle. The brand’s debut collection, featuring eight products, will be available exclusively at all Ulta Beauty stores across the U.S.
“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,” said Sid Katari, Chief Executive Officer and founding member of isima. “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.“
isima will also be a part of Conscious Beauty at Ulta Beauty, certified across all five pillars including vegan, cruelty-free, sustainable packaging, clean ingredients and give back.
“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,” said Penny Coy, Senior Vice President Merchandising, Ulta Beauty.
All isima formulas are Leaping Bunny and The Vegan Society certified. The collection ranges from USD 32-USD42 and has been available to shop in all Ulta Beauty stores nationwide and Ulta.com from July 6. The bran will next be released on isima.com starting June 16 and available in Ulta Beauty Mexico flagships locations in August.
View online : www.isima.com
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