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Colombian Latin Pop Star Shakira has made her official debut in the hair care world on June 10th, with her new hair care line Isima (IG@isima). Isima haircare is launching eight new products in the line, starting $32 to $42, which include a mask, leave-in treatment, and curl cream targeting the scalp and cuticles in a curly person’s hair

Isima is a Spanish adverb describing those who demand more. This is how Shakira describes women who have the same hair type as her, which is big curly wavy hair and is over-processed and damaged. After many years, on stage and being in the spotlight, her hair being bleached heavily to be platinum blonde, her hair became broken and brittle.

In an interview with Allure this past June, Shakira was interviewed while getting ready for the Met Gala, and remembered her love and hate relationship with her hair and how her hair looked in 2002, “I looked like one of those troll dolls!” said Shakira. “My hair was so broken and brittle, and I cried because her over-processed hair was breaking in my hands,” she said.

She said for curly-haired girls, “more is more,” and is now embracing her natural curls. The singer has just completed 25 shows of her American part of her 7th world tour, Las Mujeres Ya No Lloran (Women No Longer Cry) World Tour, in support of her 12th studio album, also titled Las Mujeres Ya No Lloran, released in March 2024.

On July 8th, Shakira went on Isima’s Instagram and announced that it would be exclusively released in-store at every Ulta Beauty across the United States. “I have been working on these products for three years. I was involved in every step of the process, which included the packaging, the colors, and the scent!” said Shakira. It was created for people with hair like mine, with complex needs like mine. I was the Guinea pig!” she said. “Now I can’t live without them!”

 

The hair care line includes eight products in bright and neon colored packaging. These products include the Isima Delicia Reparative Hair Oil for $36, Isima Riquisima Hydrating Shampoo for $32, the Isima Suavisima Hydrating Conditioner, $32, Isima All in Restorative Leave-In Conditioner for $32, Isima Superbomba Triple Repair Peptide Mask for $38, and the most cheek-and-tongue word play on Shairkra’s 2005 hit song, “Hips Don’t Lie”, is the Isima Curls Don’t Lie Curl Perfector for $32. The hair care line is dermatologist-tested, Leaping Bunny certified, and vegan-certified.

Ulta introduced the new travel size of the hair masks and treatments, starting at $14, which are perfect for your next trip or testing out what products are best for your hair type. There is also the Superisima Discovery set with all four-travel travel-size kits for $39 online and in-store.

Shakira has other beauty ventures with her perfume line, which launched in June 2010 with the international premium beauty company Puig. The line now has over 50 perfumes and sells internationally. Besides the release of her new haircare line, Shakira is launching a new perfume line called SHAKIRA (SHK) COLLECTION, with three new colorful fragrances, including Amarillo, meaning yellow in Spanish, which is a warm, sparkling, fruity, and energizing pineapple and coconut scent. Rojo, meaning red in Spanish, is a bold, spicy, and confident mix of ginger, pink pepper, and cardamom, and the last fragrance, Fucsia, which is Spanish for very bright, is a bright, vivacious pink scent with Raspberry Macaron, Pear Sorbet, and vanilla just in time for summer.

According to Sarai Hernandez Blanco, Communication Manager for PUIG, “At the moment, our main focus is the launch of the new SHAKIRA COLLECTION, which features three fragrances: ROJO, FUCSIA, and AMARILLO. Each one represents a different facet of Shakira’s personality,” she said. All perfumes are available at major retailers like Macy’s, JCPenney, Amazon, or online at Shakira Perfume.com, all individually starting at $45, and the new sets with matching body lotion for $40

Shakira’s goal for the new hair care and perfume line is to bring diversity, being one of the few Latina and women-owned brands in the beauty community. According to an interview with Elle magazine, “These products have been inspired by many Latin people who, like me, are in desperate need of products that meet their hair’s complex needs. This line is inspired by that diversity and the needs and the challenges that women like me face every day to try to find health in their hair. For Latinos, our hair is very important. It’s part of our identity.”

Photos Provided by: Sarai Hernandez Blanco, Communication Manager for PUIG,