The science-driven haircare brand ignited by Shakira, launched with growth capital investments from Stelac Capital Partners LLC, Leonardo Maria Del Vecchio Capital, northstar.vc and WME
MIAMI, June 17, 2025 /PRNewswire-HISPANIC PR WIRE/ — isima, the clinically-proven haircare brand inspired by the rich hair diversity of the Latin community, today announced strategic alliances as a part of its ambitious growth objectives in its first year at market. Fueled by clinical testing and unprecedented distribution plans, the brand enters the market with aggressive goals to penetrate the category by disrupting the status quo, shaping culture, and empowering communities through diversified touchpoints.
With support of its financial partners—Stelac Capital Partners LLC; LMDV Capital, an Italian single-family office headquartered in Milan fully backed by Leonardo Maria Del Vecchio, known for supporting bold operations that merge cultural identity, scientific innovation and social impact; northstar.vc, a leading venture capital firm that accelerates global brand growth through the strength of its enterprise partner network; and leading talent agency WME —isima is poised to challenge industry standards, forging a new level of ingenuity and ultimately providing the solutions this demographic has craved by delivering optimal hair repair, strength and resilience.
“We devoted years of exhaustive research and clinical testing to addressing the specific diversity of needs harnessed by this expansive community,” said Chief Science Officer, Anthony Potin. “We tapped an elite panel of trichologists and formulators on a global scale to address hair textures from straight to coiled and states from chemically-treated to color-processed. Together, we created formulas that uniquely account for bond breakdown, protein depletion, and moisture deprivation needs in ways the industry has yet to see outside of isima.”
In the years leading up to the introduction of isima, Potin, a chemical engineer who previously managed skincare and haircare product research, innovation, and development at L’Oreal, worked closely with Shakira Mebarak to meet those needs, refusing to settle at any touchpoint. With cutting-edge technologies, including patent-pending formulas and a one-of-a-kind TriModal Method™—a new paradigm for total hair health that focuses on multiple aspects of hair health—specific to the scalp, cortex and cuticle. Each formula was blind-tested over a minimum of four weeks to assess effectiveness and consumer satisfaction. One of the patent-pending formulas was subjected to a six-month clinical trial to validate its performance and long-term benefits.
“We chose to support isima because it brings together scientific innovation and a deep respect for individual identity,” said Leonardo Maria Del Vecchio, President of LMDV Capital. “In an industry long dominated by one-size-fits-all solutions, isima offers something different—products designed to embrace diversity and meet the unique needs of each person.”
As a part of its introduction, isima partnered exclusively with Ulta Beauty, with full presence in all store locations across the United States and will be among the retailer’s exclusive haircare brands to launch in Ulta Beauty Mexico as part of the company’s international expansion later this year.
“We’re thrilled to welcome isima to our haircare assortment in the U.S. and to feature it as part of our inaugural assortment in Ulta Beauty Mexico,” said Jessica Phillips, Vice President of Merchandising, Ulta Beauty. “As we enter this exciting new chapter of growth and global expansion, we remain committed to introducing effective and inclusive brands—like isima—that celebrate and democratize beauty rituals from around the world. Collaborating closely with Shakira and the isima team over the past three years to bring this vision to life has been incredibly rewarding. We can’t wait for our guests to experience the brand’s ground-breaking technology that repairs and strengthens all-hair types starting at the scalp, along with the bold, first-of-its-kind merchandising, which brings its results and promise to life.”
Diversified channel distribution at the point of introduction remained a driver of projected growth for the global brand. Highly supported by the key investments of the brand’s global financial partners, isima will launch with availability in nearly 30 global markets upon its debut.
“isima is what the future of beauty looks like—global by design, inclusive by DNA, and built for scale,” said Amir Karimpour, Managing Partner at northstar.vc. “At northstar.vc, we’re proud to co-lead its global expansion, bringing capital, culture and creativity to a brand redefining haircare through identity and innovation.”
As early as June 10, isima was prepared with an infrastructure necessary to reach customers across North and South America, Europe, Africa and the Asia-Pacific regions at the time of pre-sale.
“In addition to our impactful distribution strategy, we are uniquely poised to support a full funnel marketing strategy that focuses on amplifying voices in the Latin community and takes a digital-first approach to connect with consumers where they are,” said Andreea Diaconescu, Chief Marketing + Growth Officer.
isima is now available to shop at isima.com, will be in all Ulta Beauty stores nationwide and on Ulta.com on July 6, and available in Ulta Beauty Mexico flagship locations in August. All isima formulas are Leaping Bunny, The Vegan Society and Halal certified.
For more information, visit www.isima.com and follow isima on social media at @isima.
About isima
isima is clinically backed haircare inspired by the rich hair diversity of the Latin community. As an entrepreneur, an artist and a catalyst for change, Shakira sought out the world’s top scientific experts to satisfy the modern consumer’s need for more. Our cutting-edge TriModal Method™ targets the scalp, cortex and cuticle, including patent-pending formulas designed for optimal hair health, strength and resilience. isima empowers every person to expect more.
Contacts
Megan Rupp
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SOURCE isima
