‘Four years working in secret’

Shakira’s curls are famous throughout the world. With permission of their hips, His hair is his hallmark And the Colombian singer wants you to also boast spectacular hair. As? Launching its first product line under the name of Is very. “After four years working in secret, I am very proud to finally share it with you. I was born of my own experiences and nourished for years with the most outstanding scientific minds of the industry. It is about creating something better, empowering you,” he has written on his social networks.

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Shakira decided to take another step in her facet as a world businesswoman Beauty because it did not find products that adapt to the needs of your hair. “It has always been a fundamental part of my personality both on stage and in my daily life. When I look back, I realize what my hairstyle defined the time I lived and how I felt,” he confessed to the magazine Women’s Wear Daily.

However, he assures that: “I am one of those women who have left many times crying from the hairdresser. It has been an adventure to find the right products for my hair, because it has very complex needs (…) My hair has been part of my identity for a long time. I have felt all my life, and I have had a love-hate relationship with him. I love him because I need it, but sometimes it makes me suffer a lot, “he confessed.

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Therefore, the interpreter of Single, I congratulate you and Acrostic He got to work to respond to any type of curl, texture, density and porosity. “Instead of going to a pharmacy to mix products, I looked for a group of experts and scientists who knew how to do itspecialists with a lot of experience in the world of beauty and hair care, “he explained.

Shakira has made it clear that it is not only a beauty project, but a declaration of intent. The brand celebrates Latin roots, the diversity of textures and the authenticity of who want to stop “tame” their hair to start loving and showing it with pride. The brand presumes a solid scientific research basis under the concept of Trimodal Method ™, developed in the field of biographical. This method addresses three key health fronts: healthier scalp, stronger and softer cuticle. Its objective is to treat hair from the root to the tip not only with effective ingredients but also with a holistic look towards the capillary diversity of the Latin community.

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What includes this first collection of is?

Although we will have to wait until July for the products to go on sale on their website and in Uult Beauty, one of the largest beauty store chains in the United States, the artist has already given some clues about the eight products he has created with these colored full containers and very nice names.

• Very rich: A moisturizing shampoo with Mexican Aloe Vera extract and biomimetic ceramides that helps repair hair fiber, reduces breakage and open tips, improve hydration and hair brightness and protects it against external aggressions
• Superbomba: The star product of the brand and the favorite of Shakira. A ‘superpoderous’ mask with a triple repair butter texture with incredible results in a single use
• Softest: a moisturizing conditioner with gluconabond and biomimetic ceramides that enhances the brightness from the inside and leaves soft and silky hair
• Reset: Clarifying shampoo to use once a week and eliminate the accumulation of waste without being abrasive for the scalp. Its formula contains biotechnological great -grandchildren, with soothing properties that reduce irritation
• Delight: Capillary repair oil to keep the friast of the most rebellious hair. Shakira uses this product daily and is made with Brazilian sugarcane hemi-scuilt
• Iconic: Light densifier serum that hydrates and softens the scalp, in addition to achieving thicker, strong and abundant hair
• CURLS DON’T LIE: This curl of Rizos winks one of Shakira’s most famous songs. It is another of its favorite products and brings brightness but, above all, definition. From the brand they assure that it provides 96 hours of anti -decrease
• All in: conditioner without clarified that nourishes in depth and reduces hair breakage after a single application. Eliminates the Frizz And it has repairing properties, in addition to protecting against heat and other external aggressions

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The name íchasm It is inspired by the female suffix in Spanish that denotes “the maximum”, “superlative”. This line is designed to who demand the best of their hair routine. It is especially aimed at people with curly hair, wavy or with demanding textures, such as those of Shakira herself, who for years fought with her rebel hair without finding products that really worked. “It’s 30 years of career, and I want to make sure I share anything with women like me, be it a real solution to many real problems“, he says.

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The artist, who adds this new project to the universe of her own fragrances that began in 2010, wants to offer real solutions to those who, like her, have gone through all the moments and stages with her hair. “I want it to be inspiring for other women. I want you to empower women, I want my community. And I don’t think that old saying of ‘less is more’ applies to hair care. With the hair, more is more. Mine always needs more, right? That has been the central point with the team of ísima, “he told Wwd.