Shakira's science-driven haircare brand launched, backed by a group of international investors.WHO: Miami-based Isima is clinically backed haircare inspired by the rich hair diversity of the Latin community. As an entrepreneur, an artist, and a catalyst for change, Shakira sought out the world's top scientific experts to satisfy the modern consumer's need for more. The brand's cutting-edge TriModal Method targets the scalp, cortex, and cuticle, including patent-pending formulas designed for optimal hair health, strength, and resilience. Chief Science Officer Anthony Potin, a chemical engineer who previously managed skincare and haircare product research, innovation, and development at L'Oréal, worked closely with Shakira Mebarak to meet those needs, refusing to settle at any touchpoint.WHY: Diversified channel distribution at the point of introduction remained a driver of projected growth for the global brand. Highly supported by key investments from the brand's global financial partners, Isima will launch with availability in nearly 30 global markets upon its debut. IN THEIR OWN WORDS: "We devoted years of exhaustive research and clinical testing to addressing the specific diversity of needs harnessed by this expansive community," said Chief Science Officer Anthony Potin. "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.