Photo-Illustration: by The Cut
Since the ’90s, hair has always been a part of Shakira’s image. (I vividly remember the first time I first saw her blonde curls in the “Beautiful Liar” video alongside Beyoncé.) So when we found out that she was launching products — specifically eight hair offerings that tame frizz and repair curls — it made total sense. Sure, we don’t need another hair-care brand or another celebrity-backed brand, but Shakira wanted to bring the Latin community products that solved problems she dealt with for decades. She launched her own brand, Isima, because she was tired of the Latina community being overlooked. We tried it on five curly-haired Cut writers and four hair types. Here were our thoughts.
Hair type: 4B, thick hair
What I tried: Riquísima Hydrating Shampoo
My first impression was that this smells so good, but I didn’t like this shampoo. My formula claims to leave the hair nourished and hydrated, but I experienced the opposite — my hair was dry and felt fragile, while my curls appeared dry. Perhaps this product just doesn’t agree with my hair type, but it’s definitely not something I’d pick up again. It was my first introduction to the brand so I was a bit scared to try the other products, but I didn’t have an issue with anything else.
Would you buy it? No.
What I tried: Súperbomba Triple Repair Peptide Masks
The directions for this mask said to use in place of a conditioner, so I was hesitant to put this on directly after the shampoo, which made my hair feel dry. I didn’t know if this mask could reverse the damage on my hair the way my go-tos, K18 and Cécred, do, but it did. I left it on for 15 minutes; it has a rich, creamy texture, and I could instantly tell that it would be effective on a thicker texture like mine. The front of my hair is permed and the back is natural, so I’m usually looking for something that can define my natural curls and revive the damage of my permed strands (a big ask, I know). When I washed this mask out, my hair felt softer, my curls were defined, and my entire head appeared less damaged than it had after the shampoo. As far as the repairing properties, it’s great for me, but probably won’t replace my current masks.
Would you buy it? Only if my current favorites were discontinued.
What I tried: Curls Don’t Lie Curl Perfector
I tested this product on my curly hair, which was intertwined into braids; I usually just put a mousse on the ends of my braids because a curl cream can weigh the hair down or leave it with an unwanted crunchy feeling. This did neither. It was lightweight and instantly defined the curls while softening them, eliminating the frizz that had been present for a few days. Usually I’d use Aveda’s curl cream — our fashion writer Danya Issawi swears by it. I’d probably still pick that up over this.
Would you buy it? For extensions, yes.
What I tried: Delicia Reparative Hair Oil
I really liked the texture of this oil. It feels slightly heavy when it first comes out of the pump, but it was actually extremely lightweight. It gave an instant shine to my hair and like the curl cream, and it didn’t weigh my hair down. The scent clings to the hair for hours (I received many compliments), while reducing frizz. This and the curl cream were a dynamic duo for me, especially in New York’s humidity.
Would you buy it? Yes.
Hair type: Thick and wavy
What I tried: Isima Delicia Reparative Hair Oil
I love the consistency and the smell of this product. I applied it on a day-two blowout and liked how it calmed my frizz down without making my hair too greasy. A little goes a long way, so the $36 bottle seems worth it.
Would you buy it? Yes.
What I tried: All In Restorative Leave-in Conditioner
Again, I loved the smell and consistency of the leave-in, but wasn’t convinced by it. I applied three generous pumps after washing my hair and proceeded to walk the bridge to let my hair air-dry, but it was drying up slightly crispy, as you can see in the picture. I will not be replacing my Crown Affair leave-on conditioner anytime soon.
Would you buy it? No.
What I tried: Iconic Densifying Scalp Serum
I like how the serum made my hair feel, but knowing myself, I won’t follow through on the extra step, so I won’t be repurchasing.
Would you buy it? No.
Hair type: 3A/3B curly
What I tried: Curls Don’t Lie Curl Perfector
Let me start with the bad news: I did not like the curl cream. It was fine and added serious definition, but it left my curls feeling weighed down and greasy (I was having flashbacks to when I used to rake serious amounts of gel through my hair in middle school and just leave it all crunchy). It did a great job of controlling frizz, but I’m such a texture person, I didn’t like the way my hair felt to the touch, nor how it felt hanging off my head. I know you know what I mean. I’m an Aveda curl-cream stan through and through, and even though Isima’s curl cream wins for frizz control, Aveda checks all the other boxes for me in terms of volume, curl pattern, and sensation. The packaging is also very cute (beautiful gowns), but the nozzle is a twisting cap, so if you don’t close it all the way, some product will leak out!
Would you buy it? No.
What I tried: Reset Clarifying Shampoo, All-in Restorative Leave-in Conditioner
Now for the good news. I’m shocked by how much I liked the clarifying shampoo and leave-in conditioner. The shampoo comes out a bit sticky, gooey, and very blue. I wasn’t crazy about the scent, which is somewhat sweet and musky, like when you sweat wearing perfume and you’re thinking, I kind of like this? But something isn’t right. When my hair air-dried, the shampoo gave my curls amazing volume at the root, something I’ve always struggled to achieve while avoiding frizz. I paired this product with the leave-in conditioner and skipped any sort of curl cream just to see what would happen (so brave) and was obsessed with the result. My curls were incredibly defined, almost too defined, but when I shook them out loosely with my hands, the result left me with soft, bouncy ringlets without feeling weighed down.
Would you buy it? Yes to both.
Hair type: 2B/2C curly/wavy
What I tried: Curls Don’t Lie Curl Perfector
After using the trio of Isima products for a few days, I had some well-sculpted ringlets in areas I normally don’t get them (i.e., near the nape of my neck), more volume than usual, and I smelled like an alluring mix of baby powder and roses — very “sexy baby” à la Taylor Swift. On the flip side, I did notice more dryness in my scalp and additional frizz close to my roots, but keep in mind we were in the middle of June gloom, and these little spurts of rain were really testing the strength of my beauty lineup and my patience.
Would you buy it? No.
What I Tried: Hydrating Shampoo and Hydrating Conditioner
Would you buy it? Yes.
Hair Type: 3B Curly
What I Tried: Clarifying Shampoo
The Clarifying Shampoo did exactly what it promised — it stripped away all the buildup, leaving my scalp and strands squeaky clean. That said, I’m always a little hesitant with clarifying products because they can be so intense, and this one was no exception. It left my hair feeling noticeably dry, so I definitely think it’s a product that needs to be paired with something ultrahydrating immediately afterward. Next time, I’d follow it up with the moisturizing shampoo in the line to balance things out.
Would you buy it? The clarifying shampoo did its job, but I’d use it sparingly, maybe once a month, and wouldn’t go out of my way to buy it again.
What I Tried: Repair Peptide Mask
The Repair Peptide Mask was the standout for me. Funny enough, I was running late the day I used it and accidentally treated it like a leave-in (thinking it was the leave-in conditioner). Probably not the smartest move since it’s a mask, but it honestly worked wonders for my curls. The definition and hydration were immediate. Once I did rinse it out properly, my hair still felt incredibly soft and nourished — it’s definitely something I’d add to my routine as a weekly treatment. If there’s a leave-in version of that mask, I might’ve just found my holy-grail curl product.
Would you buy it? I’d definitely purchase the mask. It’s the kind of product I’d reach for weekly as a deep hydration reset for my curls.
What I Tried: Reparative Hair Oil
As for the Reparative Hair Oil, I like to use oils on day two or three, never when my hair is freshly washed or wet. Once my curls have air-dried and settled, I’ll scrunch a bit of oil in to seal moisture, tame frizz, and bring the bounce back. This one layered well without feeling greasy and gave my hair that extra shine and softness I love on refresh days.
Would you buy it? Same with the oil — it’s nice to have for refreshing on day two or three, but not something I’d personally seek out unless I already had it on hand.
link