The Colombian artist is getting into the sweetness enviornment with the launch of isima, a haircare line impressed by her private journey with curls and the wealthy range of hair textures throughout the Latin group.
“A giant a part of my identification has at all times been my hair. I’m an artist, a performer, a daughter, a mom, and thru all of it I’ve had these curls that, consider me, have been by means of quite a bit. I’ve watched pals, household, and plenty of different ladies who like me, spent years attempting each new product obtainable to seek out the proper one. I’ve at all times felt like there are quite a lot of merchandise on the market, however nothing to fulfill the challenges that include advanced hair and a number of textures,” mentioned Shakira Mebarak, Founder and Chief Group Officer of isima.
Capitalizing on the rising demand for premium haircare, Isima is taking a holistic method to hair well being—addressing the scalp, cortex, and cuticle. The model’s debut assortment, that includes eight merchandise, will probably be obtainable completely in any respect Ulta Magnificence shops throughout the U.S.
“We have been impressed by the Latin group: their full spectrum of hair range, their unmet wants and the apparent alternative to problem the haircare trade’s reliance on oversimplification,” mentioned Sid Katari, Chief Government Officer and founding member of isima. “In working with main scientists to create a cutting-edge method that places product efficiency on the forefront for this underserved shopper, we developed our TriModal Technique to be basically rooted in biotrichology in order that isima can ship unmatched leads to addressing all features of scalp and hair circumstances.“
isima may also be part of Aware Magnificence at Ulta Magnificence, licensed throughout all 5 pillars together with vegan, cruelty-free, sustainable packaging, clear components and provides again.
“Like Shakira, our company of all ages have a deeply private relationship with their hair. It is part of their identification and is a type of self-expression – day in and time out. With haircare high of thoughts, they’re continuously seeking to us for options and newness to achieve their objectives and really feel assured. isima is the right addition to our assortment, with its concentrate on progressive components and science-backed formulation to restore hair and strengthen strands from scalp to tip,” mentioned Penny Coy, Senior Vice President Merchandising, Ulta Magnificence.
All isima formulation are Leaping Bunny and The Vegan Society licensed. The gathering ranges from USD 32-USD42 and has been obtainable to buy in all Ulta Magnificence shops nationwide and Ulta.com from July 6. The bran will subsequent be launched on isima.com beginning June 16 and obtainable in Ulta Magnificence Mexico flagships areas in August.
