isima

isima is a science-backed haircare brand founded by global artist Shakira, launched in June 2025. The brand was created to address the unmet needs of diverse and complex hair types, particularly inspired by the rich hair diversity within the Latin community. Frustrated by the lack of effective products for her own multi-textured hair, which has been extensively processed and styled throughout her career, Shakira collaborated with scientists to develop the line over four years. As Founder and Chief Community Officer, she was deeply involved in every aspect of development, from product formulation to the brand's social mission.

The company's core innovation is its patent-pending TriModal Method™, a biotrichology-based approach that simultaneously targets the three levels of hair health: the scalp, cortex, and cuticle. This method utilizes proprietary technologies like GluconaBond™ for internal repair and FiberSeal™ to smooth the outer cuticle, alongside skincare-adapted ingredients like Nonapeptide-3 for scalp health. The initial product line consists of eight vegan and cruelty-free products, including shampoos, conditioners, a peptide mask, scalp serum, and styling creams, with prices ranging from $32 to $42. All formulas are Leaping Bunny, The Vegan Society, and Halal certified.

isima operates on a direct-to-consumer and retail partnership business model. The brand launched with over $12 million in funding from investors including Stelac Capital Partners, WME, and northstar.vc. Products are sold through its global e-commerce site, isima.com, which serves nearly 30 markets. The company established an exclusive retail partnership with Ulta Beauty, launching in all U.S. stores and online in July 2025, with expansion into Ulta Beauty Mexico planned for August 2025.

Keywords: Shakira, haircare, Latin hair, textured hair, curly hair, TriModal Method, biotrichology, scalp health, hair repair, bond building, cruelty-free beauty, vegan haircare, Ulta Beauty, direct-to-consumer, celebrity brand, peptide mask, hair serum, diversifying beauty, hair resilience, hair science