Shakira seems to be the next celebrity getting into the beauty game — and seems to be looking at a buzzy category to do so.
The singer posted an Instagram post Tuesday that read, “Hair has always been such a big part of who I am on stage and in my everyday life. Today is the first day of my U.S. tour, and 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.”
The post was in collaboration with @isima, which seems to be the handle for a new brand. That account only has two posts, and had shy of 1,000 followers at press time.
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“Ignited by @shakira,” reads the account’s Instagram bio, which also includes a link to a wait-list sign-up.
If hair is her category of choice, she’s joining the ranks of multihyphenate entertainers who have jumped into that facet of the market. Beyoncé Knowles-Carter launched Cécred in 2024 and debuted the brand at Ulta Beauty earlier this year, as reported. Prior to that, Rihanna also added hair to her existing skin, makeup and fragrance businesses last year.
Hair care is still growing across the mass and prestige markets in the U.S., per 2024 data from Circana. Though smaller in prestige, it’s growing faster in the channel, clocking 9 percent gains for the time period. In mass, hair grew 3 percent.
Shakira has been making the rounds recently, not only kicking off her aforementioned tour in the U.S., but also attending the 2025 Met Gala and appearing on “The Tonight Show Starring Jimmy Fallon.”
