https://isima.com

Headquarters: Miami, Florida, USA
Founded: 2023
Founder(s): Shakira
Notable Investors: Stelac Capital Partners, LMDV Capital, northstar.vc, WME

Reimagining Haircare for Textured Hair – With Science, Story, and Soul

isima is a modern haircare brand rooted in authenticity and powered by cutting-edge science. Founded by global music icon Shakira, isima was born from a personal need: years of navigating dry, porous, over-processed curls with few effective solutions on the market. The brand name – Spanish slang for “extremely” – reflects its mission: to deliver extreme performance for real hair challenges.

Targeting a long-underserved segment – textured, wavy, and curly hair types – isima blends clinical-grade actives like Nanopeptide-3 with luxe formulations that treat not just the cuticle, but also the scalp and cortex. The eight-piece starting collection introduces a new “tri-modal” care model: scientifically addressing the full hair structure to restore health, resilience, and natural movement.

In a saturated celebrity beauty landscape, isima stands apart through real founder-led product innovation, culturally attuned storytelling, and deep customer empathy. This is not a while-labeled endorsement play – it’s a deeply personal solution with global resonance.

The isima starting collection

Why We Invested

  • Untapped Market Need: Textured hair remains underserved by prestige haircare. isima speaks directly to this audience with a clear product-market fit.
  • Founder Authenticity: Shakira brings unmatched global reach, but also credibility as a long-time curly-hair consumer seeking real solutions.
  • Science Meets Sensory: Formulas include biotech-forward ingredients more commonly found in skincare, elevating both efficacy and elegance.
  • Premium Brand DNA: From branding to packaging to product architecture, isima is positioned for the prestige aisle – yet remains inclusive and performance-first.

Launching DTC in June 2025, with retail rollout via Ulta Beauty in summer, isima enters the market with both momentum and meaning.

isima isn’t just a haircare brand – it’s a movement to make textured hair science-backed, luxurious, and seen.

All isima formulas are Leaping Bunny, The Vegan Society and Halal certified.

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