Shakira officially launched Isima, its first line of hair care products, developed from her personal experience with processed and curly hair.
The brand, focused on addressing the specific needs of Latin hair, Includes shampoos, conditioners, creams for curls, repair masks and seros For the scalp.
“My hair has gone through many traumas,” said the singer in an interview, recounting that she has been blonde, redhead, has used keratin and straightening treatments. In response, he opted for a routine that prioritizes the natural texture of his hair.
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The trimodal method and the proposal of Isima
Isima’s proposal is based on its own technology called a trimodal method, which acts on the scalp, the cortex and the cuticle.
This approach was designed to simultaneously address the different structural levels of the hair, especially those that They present high porosity or have been overprocessing.
The line includes a curl cream titled CURLS DON’T LIEa repair mask with peptides, exfoliants, light oils and moisturizing products.
Shakira said that much of the inspiration to develop the products came from their personal experience by mixing homemade ingredients, such as avocado and oils, with commercial products.
The development behind the product
The development of curl cream took more than two years. The artist explained that she was looking for a product that could be used without heat, especially during her tours, to avoid additional damage to her hair. As part of its routine, apply the product on wet hair, makes braids, and when you release it hours later, get defined waves without heat.
“I tried everything in the market. Many products are aggressive or focus on just one.
Personal references and capillary identity
Throughout his career, Shakira’s hair has changed according to his musical stages: dark and reddish tones in the 90s, blonde blonde in the 2000, natural curls in torture, and even stylizations in She-Wolf.
He recalled that his interest in dyeing began when he saw Kelly Preston in a movie or the villain venomous ivy in Batman. He also recalled a stage in which he wore black clothes and a cross slope, linking those changes to moments of his artistic evolution.
Regarding short hair, he said a negative experience: “Someone with bad intentions told me to cut it to me, and I did. I felt that I lost power, identity. I wouldn’t do it again.”
Inclusion and representation approach
The Isima brand was conceived as an inclusive proposal, focused on the diversity of Latin American hair, especially in curly and undulating textures that, according to the artist, have been ignored by the traditional market. “Latin hair has been completely ignored. No one has taken the time to understand it,” he said.
The launch is part of the international tour of women no longer cry, in which the artist has been testing her products and sharing her experience in different cities.
BGPA
