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Amidst a successful world tour, Shakira made her debut with a new hair care line in the scene. It is touted as a “fusion of science and culture.”
It is called Ishima and is described as a clinically favored line of Latin-tiedness aimed at empowering modern consumers to expect more from their beauty routines.
According to the brand’s Instagram, the name’s meaning is “rooted in Spanish female suffixes and inspired by those who demand more.”
Global sense is the brand’s chief community officer.
“Hair has always been a big part of who I am and who I am in my daily life,” she wrote in a social media post in May. “Today is the first day of my North American tour, and looking back, I can see how much the way I chose to wear my hair defined the way I was and felt.”
The brand explains it goes beyond the basic hair texture category, curly, wavy, curly, straight, as it excludes many others who don’t fit in that box.
Ishima
“People in the Latin community represent the full range of hair diversity and their changing and unmet needs. But instead of calming down for less, they continued to find ways to create their own hair care solutions, driven by the passion and ingenuity that influenced Isma’s approach to innovation,” the media release explained. “Every hair head is defined by multiple factors such as car type, texture, pattern, porosity, density, and more, and often consists of one or more hair types, making things more complicated. But in Ishima, we don’t celebrate it.
The brand is promoting a trimodal method that “addresses all aspects of scalp and hair condition” to target scalp, hair cortex and cuticles.
The line consists of eight brightly colored products, including:
Súperbomba – Triple Repair Peptide Mask (Patent Pending) Reset Shampoo carifiy cariseriquísima-Hysima-Hidrating Shampoosuavísima-Hidrating Conditioner All recovery vacation conditioner curls don’t lie.
ISIMA is available online and will be available only on Ulta Beauty on July 6th.
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