A scientifically driven, emotionally attuned debut for curls and beyond
Shakira’s new line, isima, arrives as a quietly revolutionary redefinition of modern hair care—especially for textured and demanding hair types. The collection of eight products, launching June 16, draws from four years of meticulous development and Shakira’s own experience with curls that require more than just surface treatment.
Structured around a tri-dimensional method—nourish the scalp, repair the cortex, and seal the cuticle—each formula delivers targeted care through peptide-rich masks, hydrating cleansers, curl-defining creams, and lightweight oils. The star product, Curls Don’t Lie Curl Perfector, emerged from Shakira’s tour-day routine: she mixes it with reparative oil, braids damp hair, and reveals stage-ready curls without stiffness or residue.
What sets isima apart is its unapologetic specificity: designed with an understanding of Latin hair’s diverse needs and the emotional weight it carries as part of cultural identity. Shakira’s vision is clear: “More is more.” This isn’t a beauty line born of celebrity branding, but a thoughtful solution born of personal need.
With clinical validation, multi-textural testing, and packaging that acknowledges real usage habits, isima prioritizes both function and authenticity. It reframes hair care not as a surface indulgence, but as an act of cultural self-recognition—scientific, expressive, and deeply personal.
