Draft:Isima
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Submission declined on 20 October 2026 by Quid Est Squid (talk).
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| Isima | |
|---|---|
| Type | Private |
| Industry | Cosmetics Hair care |
| Founded | June 16, 2025 |
| Founder | Shakira |
Area served |
|
| Key people | Shakira (Founder and Chief Community Officer) Sid Katari (CEO) |
| Products | Shampoos, conditioners, hair masks, styling creams, scalp treatments |
| Website | www |
Isima (stylized as isima) is a hair care cosmetics brand created by Colombian singer-songwriter Shakira and launched in June 2025. The first collection featured eight products for cleansing, conditioning, and finishing hair, with attention to different textures and porosity levels. The brand started selling through its own website and reached stores of the American retailer Ulta Beauty in July of that year.[1]
Also in 2025, Isima began to be sold in stores in Mexico and the United Kingdom. Its products were reviewed by specialized beauty publications, with differing opinions on the results for different hair types.[2][3]
History
[edit]Shakira developed the idea for Isima based on the difficulties she faced in caring for her own hair, which was frequently subjected to coloring and the heat of styling tools. In interviews given during the launch, she said she was looking for products for curly, dry, or highly porous hair, and that she participated in the development of the formulas. The brand's name refers to the feminine superlative suffix -ísima, used in Spanish in words like riquísima and suavísima.[4]
The brand was developed with a team of professionals from the cosmetics industry, including Sid Katari, its CEO at the time of launch. Online sales began on June 16, 2025, and distribution in Ulta Beauty stores in the United States started on July 6.[1] In September, the products reached Ulta Beauty locations in Mexico. The following month, they began to be sold by the Selfridges chain in the United Kingdom, in stores in London, Birmingham, and Manchester.[2][3] Isima expanded to stores in Colombia, Peru and Chile in November 2025.[5]
Products and presentation
[edit]The inaugural collection included two shampoos, a hair conditioner, a hair mask, a leave-in conditioner, a curl-defining cream, a scalp serum, and a hair oil. The product names combined Spanish expressions, such as Riquísima, Suavísima, and Súperbomba, with English names. The cream Curls Don't Lie received a title inspired by the song "Hips Don't Lie", recorded by Shakira.[6]
In its commercial presentation, Isima referred to its approach to caring for the scalp, cortex, and hair cuticle as TriModal. The formulas use plant extracts of Latin American origin.[1]
The visual identity and packaging were developed by the agency Established. The containers were given distinct colors and rounded shapes, with caps and application mechanisms designed specifically for the line. The packaging work was reviewed by the specialized design publication Dieline in July 2025.[7]
Reception
[edit]In June 2025, Allure magazine published product tests conducted by members of its team with different hair types. The reviews praised, among other items, the Súperbomba mask and the Riquísima shampoo. There were also reservations about the use of silicones in the Curls Don't Lie finisher, whose formulation did not meet the preferences of all participants.[6] In August, Sabrina Talbert reported in Who What Wear magazine that the products helped define her curls, but considered the fragrance strong and pointed out the absence of a gel or mousse in the initial collection.[8]
A review published by Tiana Randall in Forbes in March 2026 presented a different experience. After testing the line on type 4 hair, the author reported dryness and a loss of definition. She also questioned the scope of the brand's proposal to cater to the hair diversity of the Latin American population, especially regarding the coily hair of Afro-Latina women. The observations were made based on the author's personal test, without claiming to represent all users.[9]
The Súperbomba Triple Repair Peptide Mask won the category for best repairing hair mask at Allure's 2025 Best of Beauty awards.[10] In the same year, the Curls Don't Lie Curl Perfector cream was chosen as the best curl cream at the Oprah Daily beauty awards. Isima was also included in the NB100 selection by NewBeauty magazine.[11][12]
References
[edit]- 1 2 3 Fallon, Britt (June 11, 2025). "Shakira Has a New Hair-Care Line—Here's the Scoop on Every Product". NewBeauty. Retrieved October 20, 2026.
- 1 2 Santillán, Tamara (October 3, 2025). "Shakira conquista la belleza: isima arrasa con 4 premios internacionales". Elle México. Retrieved October 20, 2026.
- 1 2 Perilla, Natalia (October 29, 2025). "Shakira conquista Europa, pero ahora como empresaria: su marca de cuidado capilar debuta en el Reino Unido". Infobae. Retrieved October 20, 2026.
- ↑ Rocha, Kika (June 10, 2025). "Exclusiva: Shakira pone a ritmo tu melena con Ísima su nueva línea de productos para el cabello". People en Español. Retrieved October 20, 2026.
- ↑ OspinaSeguir, Por Daniel (2025-11-01). "Shakira anunció la llegada de su marca de cuidado capilar a Colombia y otros dos países por los que pasará su gira". infobae (in Spanish). Retrieved 2026-10-21.
- 1 2 Singh, Dianna (June 10, 2025). "We Tried Shakira's New Hair Line on 6 Different Hair Types". Allure. Retrieved October 20, 2026.
- ↑ Cordover, Chloe (July 14, 2025). "How Shakira's Hair Care Brand Isima Breaks the Celebrity Brand Mold". Dieline. Retrieved October 20, 2026.
- ↑ Talbert, Sabrina (August 11, 2025). "I Tried Shakira's New Haircare Line—Here's How My Curls Held Up". Who What Wear. Retrieved October 20, 2026.
- ↑ Randall, Tiana (March 31, 2026). "I Tried Shakira's Curly Hair Care Line Isima On My Type 4 Hair—Here's What Happened". Forbes. Retrieved October 20, 2026.
- ↑ "The 2025 Allure Best of Beauty Award Winners Prioritize Hair and Scalp Health". Allure. 2025. Retrieved October 20, 2026.
- ↑ "Shop The 121 Oprah Beauty O-Ward Winners - 2025". Oprah Daily. Retrieved October 20, 2026.
- ↑ "isima - NB100 Awards". NewBeauty. Retrieved October 20, 2026.
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