After decades of setting trends with her music, moves, and unmistakable mane, Shakira is entering the beauty industry with her first-ever hair-care brand. The Colombian superstar revealed the project via Instagram, posting a nostalgic post of her most recognizable hair moments, from natural curls and beachy waves to bleached blonde eras.
HAIR
The brand is named Isima, and while details remain limited, its tagline “Más es más”, Spanish for “more is more”, offers a clear clue into its philosophy. Embracing texture and self-expression, the line appears to celebrate the fullness of hair in all its forms. “Hair has always been such a big part of who I am on stage and in my everyday life,” Shakira wrote in her caption. “Looking back, I can see how much the way I chose to wear my hair defined the era I was in and the way I felt.” Her post directs followers to a newly launched Instagram account for the brand, teasing that “more is coming.”
Unlike many celebrity beauty ventures that launch with a flood of product reveals, Isima’s rollout is notably slow and image-led. While no official launch date has been given, early hints suggest a complete product range. The line will reportedly include shampoos, conditioners, treatments, and hair color, items developed by Shakira herself in response to her own long-standing hair concerns like frizz, dryness, and damage. It’s a personal approach that taps into decades of trial and error managing textured, high-maintenance hair under public scrutiny.
The launch has sparked mixed reactions, with some expressing fatigue over the growing number of celebrity-backed beauty brands. In a market crowded with similar offerings, skepticism is natural. However, others view Shakira’s entry as more grounded, noting her long and visible relationship with her hair throughout her career.
Isima arrives at a time when haircare is increasingly viewed as a space for personal empowerment and cultural storytelling. For Shakira, whose identity has always been tightly tied with her visual presentation, the transition into beauty feels like a natural extension. Her mane has shifted across genres and eras, often functioning as an extension of her mood, music, and message.
As fans await more concrete information, Isima’s early presence suggests it may find success not by reinventing the beauty model, but by grounding it in lived experience.
