Shakira surprises fans with her new beauty venture: 4 years of quiet work come to light

Shakira’s iconic curls are as legendary as her hip-shaking dance moves, her hair has long been a key part of her identity. Now, the Colombian artist is stepping into the beauty industry with the launch of Ísima, a haircare line born from personal experience and years of behind-the-scenes development.

“After four years of working in quietly, I’m proud to finally share this with you,” Shakira announced on social media. “Ísima was born from my own journey and shaped by some of the brightest scientific minds in the industry. It’s about creating something better, something that empowers you.”

© Kevin Mazur

The global pop star explained that her decision to create a beauty brand came from a deep, personal need. She simply couldn’t find the right products for her hair. “It’s always been a fundamental part of who I am, on stage and in my everyday life. When I look back, I realize how much my hair has defined different stages of my life and how I’ve felt during each one,” she told Women’s Wear Daily.

Still, her relationship with her hair hasn’t always been easy. “I’m one of those women who’s left the salon in tears,” she confessed. “Finding the right products has been a long journey because my hair has complex needs. It’s been part of my identity forever, and though I love it, it hasn’t always loved me back.”

© Savion Washington

That experience inspired her mission: to develop formulas that respond to every curl type, texture, density, and porosity. “Instead of trying to mix things myself at a pharmacy, I brought together a team of experienced scientists and beauty experts who really understand haircare,” she said.

But Ísima is more than just a product line, it’s a celebration of Latin roots, diverse textures, and the beauty of authenticity. Grounded in rigorous scientific research, the brand is built around the proprietary TriModal Method™, a biotricology-based approach that treats hair health through three dimensions: scalp balance, cortex strength, and cuticle softness. The result? A holistic system that nurtures the hair from root to tip—designed especially for textured hair and the needs of the Latinx community.

© Isima

What’s in the debut collection?

Although the line won’t be available until July, exclusively on the Ísima website and at Ulta Beauty stores in the U.S., Shakira has already revealed the first eight products, packaged in colorful, playful bottles with equally catchy names:

• Riquísima: A hydrating shampoo enriched with Mexican aloe extract and biomimetic ceramides. It helps repair hair fibers, reduce breakage and split ends, and boost hydration and shine while protecting against environmental stressors.
• Superbomb: The star of the line and Shakira’s personal favorite. This intensely nourishing hair mask features a buttery texture and triple peptides that deliver visible repair after just one use.
• Suavísima: A silky conditioner powered by GluconaBond and biomimetic ceramides that boosts inner shine and leaves hair soft, manageable, and healthy-looking.
• Reset: A gentle clarifying shampoo meant for weekly use. Formulated with bisabolol biotechnology to soothe and calm the scalp, it removes build-up without stripping away moisture.
• Delicia: A rich repairing oil for bold, bouncy curls. Shakira uses this product daily. It contains hemi-squalane from Brazilian sugarcane for softness and Chilean rosehip oil to nourish and repair.
• Iconic: A lightweight serum that deeply hydrates the scalp while promoting thicker, fuller, stronger-looking hair.
• Curls Don’t Lie: A curl-perfecting cream named in homage to one of her biggest hits. This fan-favorite defines curls, adds shine, and controls frizz for up to 96 hours.
• All In: A no-rinse conditioner that deeply nourishes and protects hair while reducing brittleness, frizz, and heat damage in just one application.

The brand’s name, Ísima, is inspired by the Spanish feminine suffix that denotes a superlative, a nod to the idea of giving your hair “the best of the best.” It’s made for people with curls, waves, and demanding textures like Shakira’s, who have long struggled to find products that actually work.

© Lester Cohen

“With more than 30 years in my career, I wanted to make sure that what I share with women like me is something real—, omething that truly solves real problems,” she said.

This marks the singer’s latest business endeavor, adding to her successful line of fragrances launched in 2010. With Ísima, her goal is to offer meaningful solutions to those who have gone through highs and lows with their hair. “I want this brand to inspire women. I want to empower them. I want my community to finally feel seen and respected. I never believed in the old saying ‘less is more’ when it comes to haircare. With hair, more is more, mine always needs more! That’s the heart of the Ísima philosophy,” she told WWD.