Colombian superstar Shakira is stepping into the beauty world with her new hair care brand, Isima. The brand recently secured $12 million in funding, with backing from Stelac Capital Partners, Northstar.vc, talent agency WME, and Italy-based family office LMDV Capital.

Isima’s development involved collaboration with trichologists, experts specialising in hair and scalp health, and formulators to create products suitable for a wide range of hair textures, from straight to coiled and chemically treated. Chief Science Officer Anthony Potin, a chemical engineer with a background in skincare and haircare research at L’Oreal, highlighted the extensive research behind the brand. “We devoted years of exhaustive research and clinical testing to addressing the specific diversity of needs harnessed by this expansive community. We tapped an elite panel of trichologists and formulators on a global scale to address hair textures from straight to coiled and states from chemically-treated to color-processed. Together, we created formulas that uniquely account for bond breakdown, protein depletion, and moisture deprivation needs in ways the industry has yet to see outside of isima.” he said.

Potin worked closely with Shakira to ensure the products would meet a wide range of hair care needs. The brand features a patent-pending formula that underwent a six-month clinical trial to confirm its long-term benefits.

Isima’s formulations aim to repair and strengthen hair starting at the scalp. The initial range includes eight products such as shampoos, conditioners, a scalp serum, and a curl-defining cream, designed to cater to the complex needs of diverse hair types.