Present me a curly-haired woman, and I do know instantly: that is somebody who’s had an advanced relationship together with her hair. Curly hair is rarely simply hair — it is a historical past of unlearning and relearning. Behind each curl is a reminiscence, a fable, a narrative, and the journey of rising to like what as soon as wanted to be tamed.

Even Shakira — whose goddess-like curls are as iconic as her voice — has been there. After years of experimenting with remedies, merchandise, and even collaborating with a pharmacist to develop her personal personalized formulation, the Colombian singer dreamed of a line that would serve different curly-haired ladies — particularly Latinas — who’ve lengthy struggled to seek out merchandise that really meet their wants. Enter Isima, a brand new line of science-backed, progressive merchandise made for curls, out there solely at Ulta.

Not like most curly-haired Latinas — particularly these from her era — Shakira’s struggles together with her hair did not stem from the cultural stress to fashion it straight. Whereas she sometimes wore a modern fashion or contemporary blowout, she largely embraced her pure texture, particularly when she started performing stay.

“I suppose I did not have a selection, as a result of after I’m on stage, I must really feel empowered — I must really feel true to myself,” she tells PS. “I am free. I can’t put on tremendous excessive heels. I can’t put on a wig.”

Shakira’s difficult hair journey was introduced on by the harm that got here with coloring, warmth styling, and coverings like Brazilian keratin.

She shares that her healthiest hair days had been earlier than she began coloring it — when she nonetheless wore her pure shade.

“It was, consider it or not, actually darkish — nearly black,” she says. “[It was] very shiny and wavy. I had tender waves. I suppose with years and hormonal modifications, the feel modified rather a lot. It has change into a bit extra curly, I might say, and even frizzier.”

True Shakira followers who’ve been following her profession and listening to her music for the reason that “Pies Descalzos” and “Dónde Están Los Ladrones” days bear in mind her lengthy darkish hair as a lot as we bear in mind her purple hair section.

“I had determined to bleach it and make it vibrant purple [and] clearly, to go from nearly black hair to purple — I needed to actually bleach it. So, my hair suffered loads, and that was type of the start of the top,” she says with fun. “However it was nonetheless an important a part of my id. That was across the time I did MTV Unplugged, and I did it with a type of punkish, reddish hair that kind of represented an period and a interval in life. The best way I put on my hair has loads to do with the way in which I really feel. It has at all times been an enormous a part of my id.”

Whereas many curly-haired girls — together with Latinas and Black girls — proudly embrace the phrase “I’m not my hair” (a nod to India Arie’s iconic 2006 single), loads of us additionally acknowledge the deep connection between our hair, our id, and the way we present up on this planet. Shakira herself has admitted in interviews that reducing her hair into a brief lob was one in every of her largest regrets — she simply did not really feel like herself. As a curly-haired woman with even tighter curls than Shakira’s, I relate. Each time I’ve chopped my lengthy curls right into a lob, it is felt like I am dropping a superpower. It is girls like us — Latinas like us — who impressed Shakira to dream up a line that really understands and serves our hair’s distinctive wants.

“Ladies like us are underserved, in a manner,” she tells me after complimenting my waist-long curls — a mixture of 3B and 3C spirals.

I did not at all times hear compliments on my hair; in reality, I grew up listening to I had “pelo malo.” For these unfamiliar, pelo bueno (“good hair”) and pelo malo (“dangerous hair”) are phrases rooted in colonial Latin America, relationship again to the Casta system — a racial hierarchy imposed by the Spanish that favored proximity to whiteness. Coily and curly textures had been usually related to the hair of enslaved Black folks and deemed undesirable, a dangerous legacy that has continued to form Latin American magnificence requirements. However up to now decade, youthful Latinas have begun to reclaim and redefine these phrases, together with Shakira, who believes good hair merely means wholesome hair, interval.

“Pelo bueno is hair that is bouncy — [it’s hair] that’s pure. [Hair] that makes you’re feeling assured and that’s wholesome,” she says. “So, it would not matter what texture your hair is. It simply must really feel such as you give it some love.”

With curly hair being particularly weak to dryness and breakage, Isima is concentrated particularly on deep hydration and restore.

“That is impressed by Latina girls as a result of in my neighborhood, there’s a lot range. In Latin America, you discover every kind of textures,” she says. Certainly one of Shakira’s favourite merchandise within the line is the Súperbomba Triple Restore Peptide Masks ($38), a wealthy, deep-conditioning remedy that checks all of the containers. Formulated with patented nonapeptides, hydrolyzed soy and rice proteins, and a singular glyconabond complicated, this product is designed to nourish the scalp, restore hair bonds, and ship intense hydration after each wash. Shakira makes use of it as soon as per week, leaving it on for 5 to 10 minutes, relying on her schedule.

And whereas numerous celebrities have launched magnificence manufacturers, few ship the way in which Isima does. Shakira really thought by way of each step of wash day — a ritual she calls sacred.

“The day I wash my hair, I do know I will get no less than 5 minutes of peace the place my children will not interrupt my bathe,” she says. “My assistant is not allowed in. So, I would like these minutes to essentially depend.”

From begin to end, she thought-about all of it. As a substitute of providing only one shampoo, Isima consists of two. There’s Reset ($32), a clarifying shampoo that deeply cleanses the scalp with out stripping the hair. Then there’s Riquísima ($32), a hydrating shampoo infused with Mexican aloe extract that lightly cleanses whereas replenishing moisture — very best for following Reset.

Shakira can also be the primary curly-hair model founder to launch a blue shampoo particularly for color-treated curls — a recreation changer, contemplating how harsh most blue and purple shampoos may be on textured hair.

There’s additionally Suavísima ($32), a rinse-out conditioner so hydrating that I have been capable of skip the hair masks on busy wash days and nonetheless have silky, tender curls.

For styling, Shakira likes to use Curls Do not Lie ($32) — an appropriately named curl cream — on soaking moist hair, scrunching it in earlier than sealing every thing with Delicia Reparative Hair Oil ($36) for an additional enhance of hydration.

“I do know for some folks it feels heavy however no, I would like that,” she says. “I feel girls like us want extra. It is just like the phrase — much less is extra. However it would not apply to hair like ours. We want extra. We want extra hydration, extra moisture, extra efficiency, extra energy — all of it. “

The road additionally consists of All In ($32), a restorative leave-in conditioner that can be utilized rather than the curl cream or layered with it for further hydration. It is light-weight sufficient for looser waves however wealthy sufficient to ship severe moisture. Then there’s Iconic ($42), a scalp serum designed to hydrate, soothe, and stability the scalp whereas selling stronger, more healthy, and thicker strands.

As for the identify Isima, let’s simply say it wasn’t chosen at random. In Spanish, “ísima” is a superlative suffix that impressed the names of her shampoos and conditioners — as in riquísima (very wealthy) or suavísima (very clean). Shakira introduced that very same stage of thoughtfulness to the packaging: the shampoos and conditioners include each pump dispensers and totally detachable caps, permitting you to get each final drop.

As somebody who grew up in Dominican hair salons, the place I might get my curls blown out straight each weekend to cover any hint of texture, I not often noticed celebrities overtly encourage others to embrace their pure hair. There was a particular manner I dreamed of sporting my curls — lengthy, flowy, and filled with definition. However only a few celebs on the time mirrored that imaginative and prescient. The one ones who got here shut had been Keri Russell in “Felicity,” Jennifer Freeman, and, in fact, Shakira.

So the truth that one in every of my precise hair icons not solely launched a curly-hair line designed particularly for ladies like me but in addition sat with me and personally walked me by way of what merchandise would work greatest for my spirals felt surreal. It was an honor.

“I’ve 30 years of a profession making music, and I really feel like I’ve a sure credibility. I wish to guarantee that these merchandise ship what they promise,” she says. And actually, the standard speaks for itself — it is clear she’s been making ready her entire hair life for this second.

Johanna Ferreira is the content material director for PS Juntos. With greater than 10 years of expertise, Johanna focuses on how intersectional identities are a central a part of Latine tradition. Beforehand, she spent shut to 3 years because the deputy editor at HipLatina, and he or she has freelanced for quite a few shops together with Refinery29, Oprah journal, Attract, InStyle, and Properly+Good. She has additionally moderated and spoken on quite a few panels on Latine id.