The haircare brand launches exclusively in Ulta Beauty as a clinically proven range focused on whole-hair health for targeted scalp, cortex and cuticle support
MIAMI, June 10, 2025 /PRNewswire-HISPANIC PR WIRE/ — With cutting-edge technologies, including patent-pending formulas and a one-of-a-kind TriModal Method™—a new paradigm for total hair health, isima announces its launch today as clinically backed haircare inspired by the rich hair diversity of the Latin community. Focusing on all aspects of hair health—specifically the scalp, cortex and cuticle—the initial 8-product range empowers consumers to achieve optimal hair repair, strength and resilience.
“I’m so proud of what we are finally able to share with the introduction of isima, which was born out of my own experiences and nurtured for years with the industry’s leading scientific minds,” said Shakira Mebarak, Founder and Chief Community Officer of isima. “A big part of my identity has always been my hair. I’m an artist, a performer, a daughter, a mother, and through it all I’ve had these curls that, believe me, have been through a lot. I’ve watched friends, family, and many other women who like me, spent years trying every new product available to find the right one. I have always felt like there are a lot of products out there, but nothing to meet the challenges that come with complex hair and multiple textures.”
With its debut collection, the brand embraces the innate complexity of hair type diversity, accounting for multiple factors inclusive of curl type, texture, pattern, porosity, density, and more. isima is the union of ingenuity and innovation, with rituals embedded in culture to solve real issues for real people.
“We were inspired by the Latin community: their full spectrum of hair diversity, their unmet needs and the obvious opportunity to challenge the haircare industry’s reliance on oversimplification,” said Sid Katari, Chief Executive Officer and founding member of isima. “In working with leading scientists to create a cutting-edge approach that puts product performance at the forefront for this underserved consumer, we developed our TriModal Method™ to be fundamentally rooted in biotrichology so that isima can deliver unmatched results in addressing all aspects of scalp and hair conditions.”
An early adopter of the brand’s commitment to excellence, Ulta Beauty will serve as the brand’s exclusive retail partner, marking a one-of-a-kind launch that will serve the diverse beauty needs of the Latin beauty enthusiast and beyond. In partnership with the nation’s largest beauty retailer for the past three years, and joining its widely respected brand portfolio, isima will be available to guests in all Ulta Beauty stores nationwide with custom fixtures and eye-catching bold product merchandising that celebrates the brand’s core DNA rooted in self-expression and science-backed results. Guests will be able to discover isima’s clinically tested claims and disruptive before and after results, which will be spotlighted on the brand’s shoppable displays in the haircare aisle and full store takeover. isima will also be a part of Conscious Beauty at Ulta Beauty, certified across all five pillars including vegan, cruelty-free, sustainable packaging, clean ingredients and give back.
“We are thrilled to welcome isima to the Ulta Beauty family,” said Penny Coy, Senior Vice President Merchandising, Ulta Beauty. “Like Shakira, our guests of all ages have a deeply personal relationship with their hair. It is a part of their identity and is a form of self-expression – day in and day out. With haircare top of mind, they are constantly looking to us for solutions and newness to reach their goals and feel confident. isima is the perfect addition to our assortment, with its focus on innovative ingredients and science-backed formulas to repair hair and strengthen strands from scalp to tip.”
As a trusted voice in the Latin community and beyond, Shakira is the embodiment of the isima ethos and heartbeat of the brand and as a founder and Chief Community Officer, Shakira will shape isima’s initiatives that further her decades-long work across global communities, including children’s education, social development and women’s empowerment.
All isima formulas are Leaping Bunny and The Vegan Society certified. The collection features the brand’s signature fragrance that was formulated under strict global guidelines for ingredient safety, meeting IFRA standards.
isima products range from $32–$42 and will be available on isima.com starting June 16. The brand will also be available to shop in all Ulta Beauty stores nationwide and on Ulta.com on July 6, and available in Ulta Beauty Mexico flagships locations in August.
For more information, visit www.isima.com and follow isima on social media at @isima.
isima Collection Launch Range:
Súperbomba | Triple Repair Peptide Mask ($38 / 8.5 fl oz)
Riquísima | Hydrating Shampoo ($32 / 10 fl oz)
Suavísima | Hydrating Conditioner ($32 / 10 fl oz)
Delicia | Reparative Hair Oil ($36 / 1.7 fl oz)
Reset | Clarifying Shampoo ($32 / 10 fl oz)
Iconic | Densifying Scalp Serum ($42 / 1.7 fl oz)
All In | Restorative Leave-In Conditioner ($32 / 8.5 fl oz)
Curls Don’t Lie | Curl Perfector ($32 / 6.7 fl oz)
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.
About Ulta Beauty
At Ulta Beauty, the possibilities are beautiful. Ulta Beauty is the largest specialty U.S. beauty retailer and the premier beauty destination for cosmetics, fragrance, skin care products, hair care products and salon services. In 1990, the company reinvented the beauty retail experience by offering a new way to shop for beauty – bringing together All Things Beauty. All in One Place®. Today, Ulta Beauty operates more than 1,400 retail stores across 50 states and also distributes its products through its website, which includes a collection of tips, tutorials, and social content. For more information, visit www.ulta.com.
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