UK. “The travel retail and duty-free channel is a crucial awareness driver, and there is so much opportunity for brands with global resonance,” says isima CEO Sid Katari, reflecting on the haircare brand’s international expansion plans.
isima made its European retail debut this November with a presence at four Selfridges locations in the UK, including London’s Oxford Street flagship and Selfridges’ Beauty Workshop concept stores in Manchester and Birmingham.
The launch marks a strategic move for the brand, which was co-founded by Colombian singer-songwriter Shakira (also isima Chief Community Officer). While the Latin community inspired the brand’s first collection, Katari emphasises that the product line addresses the diversity of hair needs worldwide.
In an exclusive interview, he tells The Moodie Davitt Report: “It’s a microcosm of a greater global consumer base where the same need exists and that same diversity exists. So, we are actively having conversations with the right partners to expand across channels.”
Consumer empowerment
isima’s approach is rooted in scientific research and a commitment to meet real, often underserved haircare needs. Trichologist Iain Sallis, who consulted on the formulations, explains the brand’s distinctive methodology: “We started from a place of science rather than a point of market survey. There are four aspects we drilled into: cellular biology, trichology, cosmetic science and the psychosocial aspect.
“When people talk about hair problems, they’re not just talking about medical issues; they’re talking about how they feel about their hair. That emotional element had to be incorporated as well.” The result is isima’s proprietary TriModal Method, which targets the scalp, cortex and cuticle.
Katari adds that education is key to isima’s philosophy: “Every product is powered by science. Every product has very strong clinical claims. We’re not just selling something shiny and Instagrammable; we’re helping consumers understand what their hair needs and why.”
The brand’s UK debut in Selfridges was chosen deliberately for its multicultural consumer base. “London is at a global crossroads. It’s where people from all over the world converge. It’s rich with diversity, and that made it the perfect place to start our European expansion,” Katari says.
Selfridges now stocks isima’s eight-product line, which includes its bestselling Súperbomba Triple Repair Peptide Mask and Curls Don’t Lie Curl Perfector.
Selfridges Beauty Buyer Jade Mainprize commented: “We’re delighted to announce the exclusive launch of isima across Selfridges stores. Developed by global icon Shakira Mebarak, isima is an award-winning, science-led haircare brand designed for all hair types and textures.
“We are excited for our customers to explore the full collection and discover innovative products crafted to enhance and elevate every haircare routine.”
Katari sees broader opportunities in duty free: “Hair care is poised to become a power category in travel retail. You can name five or six skincare brands easily, but it’s hard to think of haircare brands that match the same global relevance.
“We see travel retail as a space where we can deliver science-driven, high-performance haircare to a worldwide audience.”
Sallis notes that the brand’s science-first approach resonates in this context: “Travel retail consumers are looking for products that actually deliver. isima’s focus on multi-benefit, multifunctional products – what we call the ‘skinification’ of haircare – aligns perfectly with that expectation.
“It’s not just shampoo and conditioner; it’s a routine that protects, repairs and enhances hair health.”
A global vision
isima launched first online in June before expanding into almost 1,500 stores across the USA and Mexico. The brand’s philosophy – combining science, culture and real consumer insight – has guided the development of the eight-product line, with continuous innovation planned for the future.
“The core philosophy is to have a comprehensive routine of multifunctional, multi-benefit products that can be used in different routine configurations,” Katari explains.
“We are constantly analysing how we can optimise formulas, solve specific problems, and bring new innovations that integrate seamlessly into the routine.”
The brand also emphasises inclusivity and accessibility, from the tactile design of its jars to the choice of ingredients suitable for a wide range of hair types.
Katari points out: “Every aspect of the brand is intentional. From ergonomics for people with accessibility needs to modern, expressive packaging, we designed it all with the consumer in mind.
“We see the opportunity to grow internationally and deliver real, credible, science-powered benefits to consumers everywhere. Travel retail will be an important part of that journey.” ✈
