Amid a successful world tour, Shakira has debuted a new haircare line on the scene. It’s being touted as “blending science and culture.”
It’s called isima and is being described as a Latin-rooted, clinically-backed line aimed at “empowering the modern consumer to expect more from their beauty routine.”
According to the brand’s Instagram, the meaning of the name is “rooted in Spanish feminine suffix, inspired by those who demand more.”
The global sensation is the brand’s Chief Community Officer.
“Hair has always been such a big part of who I am on stage and in my everyday life,” she wrote in a social media post in May. “Today is the first day of my North America tour, and looking back I can see how much the way I chose to wear my hair defined the era I was in and the way I felt.”
The brand explains that it goes beyond the basic hair texture categories of curly, wavy, frizzy and straight as it excludes many others who don’t simply fit in that box.
“People in the Latin community represent the full spectrum of hair diversity and its varying unmet needs. But instead of settling for less, they’ve continued to find ways to create their own haircare solutions—driven by a sense of passion and ingenuity that has inspired isima’s approach to innovation,” a media release explained. “Every head of hair is defined by multiple factors—curl type, texture, pattern, porosity, density— and often consists of more than just one hair type, only making things more complex. But at isima, we never shy away from complexity. We celebrate it. And we embrace it with more: more ingenuity. More support. More transformation. Más.”
The brand touts its TriModal Method, which “addresses all aspects of scalp and hair conditions” as it targets the scalp, hair cortex and cuticle.
The line consists of eight brightly colored products, which include:
isima is available online and is exclusively launching at Ulta Beauty on July 6.
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