Shakira’s move into beauty is more substantial than a celebrity name attached to a bottle. Isima is a clinically backed haircare brand built around the idea that textured, damaged, and multi-textured hair needs more than a one-size-fits-all routine. Launched in 2025, the company was founded by Shakira Mebarak, Chief Community Officer, with Sid Katari serving as CEO and a founding member.isima
The brand combines Latin cultural influences with a science-led approach called the TriModal Method™, which focuses on the scalp, cortex, and cuticle. Its original eight-product collection launched at $32 to $42 per product, while the range has expanded into kits and newer products by 2026.
This review looks beyond the Shakira association to examine what isima actually sells, its ingredients, pricing, clinical claims, business model, funding, distribution strategy, and where the brand stands in a crowded haircare market.
Quick Facts
| Detail | Information |
|---|---|
| Brand | isima |
| Founder | Shakira Mebarak |
| CEO | Sid Katari |
| Industry | Haircare and beauty |
| Launch | 2025 |
| Legal company | Frutabomba, Inc. |
| Business model | Consumer haircare, including direct-to-consumer and retail distribution |
| Initial product range | 8 products |
| Initial US price range | $32–$42 |
| Major retail partner | Ulta Beauty |
| Funding announced | More than $12 million in debut funding |
| Core technology | TriModal Method™ |
| Key focus | Scalp, cortex and cuticle health |
| Ownership | Privately held |
What is Isima by Shakira?
Isima is a haircare company Shakira created around a problem she says she experienced personally: finding products that could consistently meet her changing hair needs. The company positions itself as Latin-rooted rather than simply celebrity-branded, with products intended for a broad range of textures, curl patterns, porosity levels, and hair conditions.
The brand’s original launch collection contained eight products covering cleansing, conditioning, repair, scalp care, and styling. Those products included Riquísima Hydrating Shampoo, Suavísima Hydrating Conditioner, Súperbomba Triple Repair Peptide Mask, Delicia Reparative Hair Oil, Reset Clarifying Shampoo, Iconic Densifying Scalp Serum, All In Restorative Leave-In Conditioner, and Curls Don’t Lie Curl Perfector.
The name also has a cultural connection. Beauty coverage has reported that “isima” draws on the Spanish suffix “-ísima,” which conveys an intensified meaning such as “very” or “extremely.” The naming fits the brand’s deliberately Latin-inspired identity without restricting the products to one ethnicity or curl type.
How isima‘s Haircare Approach Works
The central concept behind isima is its TriModal Method™, which addresses three areas of the hair system: scalp, cortex, and cuticle. The company describes the method as being rooted in biotrichology, with formulations intended to work on different structural aspects of hair rather than treating “curly hair” as a single category.
That distinction matters commercially. Many haircare brands organize their ranges primarily around visible concerns such as frizz, dryness, or curl definition. Isima instead connects those concerns to underlying hair condition. For example, Súperbomba is positioned as a repair treatment, while Iconic focuses on the scalp and Curls Don’t Lie concentrates on definition, moisture and protection.
Proprietary technologies including GluconaBond™ and FiberSeal™ support the approach. On Curls Don’t Lie, the company says GluconaBond is designed to recreate lost hydrogen and ionic bonds, while FiberSeal is intended to smooth and seal lifted cuticles. The formula also contains squalane, glycerin, and linseed and chia extracts.
Importantly, these are company-described mechanisms and should not be confused with independent proof that every consumer will experience the same results. Some of the brand’s performance statistics come from third-party testing or consumer studies commissioned for specific products, rather than from a single independent clinical trial covering the entire range.
Isima Products, Ingredients and Prices
The original US collection was positioned at a premium-but-accessible level compared with luxury salon haircare. Official launch information listed products from $32 to $42, with Iconic Densifying Scalp Serum at the top end.
| Product | Purpose | Original US Price |
|---|---|---|
| Riquísima Hydrating Shampoo | Cleansing and hydration | $32 |
| Suavísima Hydrating Conditioner | Conditioning and softness | $32 |
| Súperbomba Triple Repair Peptide Mask | Repair and strengthening | $38 |
| Delicia Reparative Hair Oil | Frizz control, shine and nourishment | $36 |
| Reset Clarifying Shampoo | Buildup and scalp reset | $32 |
| Iconic Densifying Scalp Serum | Scalp and density support | $42 |
| All In Restorative Leave-In Conditioner | Moisture, repair and heat protection | $32 |
| Curls Don’t Lie Curl Perfector | Curl definition and anti-frizz care | $32 |
Prices can change based on promotions, regional pricing, and product size. For example, Ulta currently lists full-size Riquísima and Suavísima at $32, while smaller versions are also available. The Súperisima Discovery Hair Kit is listed at $39 against a stated $58 value.
The ingredient strategy is one of the range’s more interesting parts. Riquísima uses Mexican aloe extract and a biomimetic ceramide, while Súperbomba combines a peptide ingredient, hydrolyzed soy and rice proteins, GluconaBond and FiberSeal.
Riquísima also states that its formulas are free from sulfates, parabens, formaldehyde donors, mineral oils, MEA/DEA/TEA derivatives, and BHA/BHT. The brand’s products are certified by Leaping Bunny, The Vegan Society, and Halal certification programs.
One point consumers should consider is that “clean” does not mean “silicone-free.” Curls Don’t Lie, for example, contains ingredients including amodimethicone and dimethicone. That is not inherently a flaw—silicones can improve slip, smoothness, and frizz control—but consumers following strict silicone-free routines should read the ingredient list rather than relying on the brand’s clean positioning.
Is isima Worth It? A Closer Look at the Results
The strongest case for isima is its mix of repair-focused treatments and curl-specific styling, not its celebrity association. Allure’s editors tested the original range across multiple hair types and highlighted Delicia for frizz control, Riquísima for moisture, and Súperbomba as a standout treatment for softness and strength.
The brand also publishes product-specific testing. Súperbomba, for example, claims 80% less breakage and 2.3 times stronger hair after one use, based on a third-party study versus a control. It also reports consumer-study results for softness and perceived scalp and hair health.
Curls Don’t Lie has similarly strong published claims, including up to 96 hours of anti-frizz protection and improved curl definition after four weeks in the company’s cited testing. Ulta carries the same testing information and also displays hundreds of customer reviews for several products.
There is still a reasonable distinction between “clinically tested” and “clinically proven for everyone.” Hair responds differently according to texture, porosity, chemical processing, styling habits, and scalp condition. isima appears strongest for consumers who want a structured routine focused on moisture, repair, curl definition, or scalp care. Still, the price may be harder to justify for someone seeking a basic shampoo and conditioner.
The Business Behind isima: Shakira, Funding and Distribution
Shakira is not merely a promotional ambassador. The company identifies her as founder and Chief Community Officer, while Sid Katari is its CEO and a founding member. The legal entity behind the US trademark application is Frutabomba, Inc., a Delaware corporation.
The business also attracted significant outside capital early. In June 2025, Isima announced more than $12 million in debut funding from Stelac Capital Partners, Leonardo Maria Del Vecchio Capital, northstar.vc and WME. The capital was positioned to support distribution and international growth.
That funding is significant because the company is pursuing a retail-heavy strategy rather than relying only on celebrity-driven direct-to-consumer sales. The US launch moved into Ulta Beauty stores nationwide and onto Ulta.com, while the company later expanded into Mexico through Ulta Beauty.
This gives the brand a useful combination: Shakira supplies enormous cultural reach, while Ulta provides physical retail discovery and an established beauty-shopping ecosystem. The challenge is converting that initial attention into repeat purchases once the novelty of a celebrity founder fades.
New Products and the 2026 Outlook
By 2026, Isima had moved beyond its original eight-product launch. The current catalog includes newer products such as No Drama Priming Detangler and Curl Refresher, alongside discovery kits and multi-product routines.
The company has also begun packaging products into routines rather than selling every item independently. Shakira’s Curl Love Ritual, for example, combines Súperbomba, All In, Curls Don’t Lie and Delicia. The US version is currently listed at $98 against a stated product value of $138. A separate Detox + Densify Trio combines Reset, Súperbomba, and Iconic and is listed at $78 against a $112 value.
That strategy can increase average order value while giving consumers a clearer path through the range. It also makes the brand less dependent on one hero product.
The larger business question is whether Isima can establish durable loyalty across international markets. The company announced plans to reach nearly 30 markets around launch, with infrastructure aimed at North and South America, Europe, Africa and Asia-Pacific.
Its biggest advantages are clear brand recognition, strong retail distribution, differentiated cultural positioning and a science-oriented product story. Its risks are equally familiar: intense competition, premium pricing, the difficulty of maintaining product differentiation and the need to prove that celebrity attention translates into long-term consumer retention.
Conclusion
Isima is more than a celebrity haircare experiment, but its long-term success will ultimately depend on product performance rather than Shakira’s name. The brand has built a coherent proposition around textured and damaged hair, using its TriModal Method™, targeted ingredients, and a mix of cleansing, repair, scalp, and styling products.
Its original prices of $32 to $42 place it above mass-market haircare but below some luxury salon brands, while newer bundles provide more economical ways to try multiple products. Independent editorial testing has been encouraging, although consumers should distinguish product-specific test results from universal guarantees.
For 2026, the most interesting development is the shift from a launch collection into a broader ecosystem of routines, kits, and specialized treatments. With more than $12 million in announced funding and Ulta distribution, isima has the resources and visibility to become a meaningful beauty business. Whether it becomes a lasting haircare brand will depend on repeat customers, international execution, and its ability to deliver consistently beyond the celebrity spotlight.
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(FAQs)
What is isima by Shakira?
isima is a haircare brand founded by Shakira Mebarak. It focuses on textured, diverse, and damaged hair and uses a science-led approach called the TriModal Method™, which targets the scalp, cortex, and cuticle.
Who founded isima?
Shakira Mebarak founded isima and serves as Chief Community Officer. Sid Katari is the company’s CEO and a founding member.
How much do isima products cost?
The original US collection launched between $32 and $42 per full-size product. Current prices vary by product and retailer. Ulta currently lists several core products at $32, the Súperbomba mask at $38, and the Iconic scalp serum at $42.
What are the main ingredients in isima products?
Ingredients vary by formula. Examples include Mexican aloe and biomimetic ceramides in Riquísima, while Súperbomba uses peptides, hydrolyzed soy and rice proteins, and the brand’s GluconaBond and FiberSeal technologies.
Is Isima available at Ulta Beauty?
Yes. The brand launched at Ulta Beauty in the United States and is also sold through Ulta’s online store. It subsequently expanded into Mexico through Ulta Beauty. Availability in other international markets varies by country and regional isima distribution.
Is Isima worth buying?
It can be, particularly for consumers dealing with dryness, breakage, frizz, curls, or multiple hair concerns who want a more structured routine. Its premium pricing means it is less compelling if you simply want inexpensive everyday shampoo and conditioner. The best starting point is to choose a product around your specific hair concern rather than buying the entire range at once.
