isima is the new, clinically proven haircare brand by Shakira focusing on total health from the scalp to the cortex to the cuticle. The brand is launching exclusively in Ulta Beauty with an eight-piece range, patent-pending formulas and a one-of-a-kind TriModal Method.

“A big part of my identity has always been my hair. I’m an artist, a performer, a daughter, a mother, and through it all I’ve had these curls that, believe me, have been through a lot,” shared Shakira, Founder and Chief Community Officer of isima, “I have always felt like there are a lot of products out there, but nothing to meet the challenges that come with complex hair and multiple textures.”

The brand’s haircare collection, inspired by the Latin community, considers curl type, texture, pattern, porosity, density, and more, with products like the Riquísima Hydrating Shampoo and Curls Don’t Lie Curl Perfector.