Shakira joins the list of celebrities who venture into the beauty products market with the launch of ISIMAits new brand of hair care products. The range is inspired by the diversity of capillary textures of the Latin community, announced a statement from the newly founded company.
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The idea of Isima emerged for a couple of years and was motivated by the The singer’s difficulties to find the right products with the care of her iconic hairShakira explained.
“I am very proud of what we can finally share with the introduction of Isima, which arose from my own experiences and was nourished for years of the most important scientific minds in the industry,” Shakira said in a statement.
The “Eyes like this” interpreter will guide the creative direction of the brandwhose CEO is Sid Katari, who worked for other firms such as Oribe Hair Care, Circa Inc. and Jurique.
Isima’s debut occurs with eight products inspired by the diversity of hair of the Latin community. Its cost ranges between US $ 32 and US $ 42 and will be sold since June 16 in the United States through the brand’s website and in the Beauty chain.
The retailer specialized in beauty products enlist her arrival in Mexican territory, and The brand statement indicated that “it can be acquired in the main stores of Uulty Mexico in August.”
It is not the first time that Shakira enters the beauty sector, since since 2010 he has launched about 50 fragrances with his name, in collaboration with the Spanish Puig Group, which is also behind perfumes of firms such as Jean Paul Gaultier or Carolina Herrera.
The launch of the brand occurs in the middle of the successful world tour of Shakira “Women no longer cry World Tour”, which has become an event. The singer has also launched other products, such as her own Barbie doll that came to the market years ago by Mattel.
Shakira is the most recent celebrity to bet on a beauty brand, as Rihanna, Selena Gomez or Kylie Jenner have done. The products signed by celebrities have proven to succeed both in networks and sales. Recently, Hailey Bieber, model and wife of Justin Bieber, He sold his RHODE brand at US $ 1 billion, one of the largest transactions in the beauty sector in recent years.
