Shakira’s hair has been through every era: Dark, platinum, curly, straight, and plenty of heat styling in between.
Now, the haircare brand born from that experience, isima, has secured a $5 million working-capital financing agreement to scale operations, meet demand, and put its products in front of more consumers.
The financing comes from JPalmer Collective, an asset-based lender focused on women-led and natural-products companies.
The Latin-rooted brand debuted in 2025. It grew out of the singer’s self-described “love-hate relationship” with her naturally curly, thick hair and three years of product development.
The name isima is a nod to the Spanish feminine suffix indicating “extra” or “maximum.”
Its patent-pending formulas use the brand’s TriModal Method, which targets the scalp, cortex, and cuticle. The products pair Latin American-sourced botanicals such as Peruvian maca root, Brazilian sugar cane, and Mexican aloe, with cosmetic technologies, and each formula underwent at least four weeks of blind testing.
“From the start, JPC understood our vision and market potential,” says isima CEO and co-founder Sid Katari. “Access to the right capital at the right time is everything for an early-stage brand like isima.
“This funding gives us the runway to scale with intention, meet the momentum we’re already seeing in the market, and get our products into the hands of more people whose needs have not been understood by the haircare industry for too long.”
The deal lands as beauty investors continue to eye brands built around historically underserved consumers.
Hispanic consumers account for nearly $23 billion in U.S. beauty spending and 16.6% of total U.S. beauty dollars, according to market-research and analytics company Circana.