Shakira Unveils New Haircare Line, Isima, Rooted in Personal Journey and Science
International music icon Shakira, 48, celebrated the launch of her highly anticipated haircare line, Isima, at a star-studded event held on Thursday, July 31, 2025, at Casita Hollywood in Los Angeles. The debut marked a significant milestone for the “Hips Don’t Lie” singer, whose venture into the beauty industry stems directly from her extensive personal hair journey.
A Personal Revelation: “The Real Diva Here Is My Hair”
Addressing attendees with raw honesty, Shakira revealed the deeply personal motivation behind Isima. “You know me as a singer, you know me as a dancer, as a mother, but underneath all those layers there’s a woman who struggles with the same struggles that you all have. Especially hair,” she shared. With a touch of humor, she added, “I always say that my hair has a mind of its own. The real diva here is my hair because it’s pretty temperamental.”
Indeed, Shakira’s hair, a signature element of her public image, has undergone significant transformations and challenges over the years. She recounted a litany of “drama,” detailing shifts from brunette to blonde (“because I heard that blondes have more fun. Don’t know about that,” she quipped), then to red, and back to blonde. Her hair’s texture also evolved from wavy to curly, and she candidly spoke about experiencing hair loss after becoming a mother, before eventually regaining its health.
From Frustration to Innovation: The Birth of Isima
Her frustrations with existing products that “didn’t deliver” served as the primary catalyst for Isima. The concept for the brand was born approximately four years ago, with Shakira actively involved in its development. She first hinted at the project in a June 10 Instagram post, where she emphasized that the brand was “born out of my own experiences and nurtured for years.”
At the launch event, Shakira articulated a clear vision for Isima that extends beyond mere product efficacy. “I didn’t want to create just any hair care line,” she asserted. “I wanted something with real meaning, something that celebrates us, that celebrates women, complex women like me, and that honors who we really are.” She further described Isima as “a brand that is rooted in science but also in culture and identity and especially diversity,” highlighting its Latin-rooted and clinically proven formulation.
The pop superstar empathized with common hair woes, concluding her speech with a relatable anecdote: “If I had a dime for every time I went to the beauty salon and left crying because someone burned my hair… Yes, that’s the story of my life.”
Availability and Future Plans
Isima made its exclusive retail debut at Ulta Beauty on July 6, 2025. The initial collection comprises eight clinically proven products meticulously designed to target the scalp, cortex, and cuticle, specifically addressing prevalent concerns such as frizz, dryness, and damage.
Shakira is currently balancing her new entrepreneurial endeavor with her demanding “Las Mujeres Ya No Lloran World Tour.” Her upcoming schedule includes performances in Los Angeles on August 5 and Fresno on August 7, before the highly anticipated Latin American leg of the tour commences.
