Shakira’s New Haircare Line Is Rooted in Science and Latina Identity

For decades, Shakira has owned every stage she’s stepped on with her signature moves, chart-topping anthems, and of course, her ever-evolving hair. But now, the Colombian powerhouse is stepping behind the curtain to empower others with a new kind of performance: a haircare line made for us.

Introducing Ísima Shakira’s science-driven haircare brand, created specifically with Latina hair in mind. Built on years of personal hair struggles and an understanding of how texture, climate, and culture shape our routines, Ísima is more than just shampoo and conditioner; it’s a declaration of self-love and care.

The name Ísima comes from the Spanish suffix “-ísima,” a word ending used to emphasize the elevated, the best, the most. It’s not just shampoo or serum, it’s the most hydrating, most reparative, most celebratory care your hair has seen.

The line utilizes the TriModal Method, targeting the scalp, cortex, and cuticle to promote optimal hair health. It features eight clinically backed products specifically designed to meet the unique needs of textured hair.

• Reset Clarifying Shampoo – Deep-cleanse buildup and rebalance scalp
• Riquísima Hydrating Shampoo – Daily hydration and nourishment
• Suavísima Hydrating Conditioner – For detangling and softness
• Iconic Densifying Scalp Serum – Boosts scalp health and volume
• Súperbomba Triple Repair Peptide Mask – Intensive treatment for repair
• All In Restorative Leave-In Conditioner – Multi-benefit protection and styling
• Curls Don’t Lie Curl Perfector – For hold, definition, and movement
• Delicia Reparative Hair Oil – Adds shine and tames without weight

Where to Shop Ísima

• Available now at isima.co
• In-store launch at Ulta Beauty begins July 6
• Prices range from $32 to $42 per product

In a world that often asks us to straighten out and conform, Shakira is helping us embrace the beauty in letting our hair and our cultura shine.