How Shakira Launched a Hair Care Line Exclusively at Ulta
What’s new: Singer-songwriter Shakira launched Isima, a hair care line focused on addressing the diversity of Latin hair types, exclusively at Ulta Beauty in July.
What we saw: A purple and green display fixture stocks the full line of 13 Isima SKUs, including a $39 Superisima hair kit featuring four travel-size SKUs, $36 Delicia reparative hair oil, and $32 Suavisima hydrating conditioner. The display positions the brand as "Latin-rooted. Clinically proven" and encourages shoppers to "embrace your hair’s complexity." An accompanying standee touts its exclusive status.
Additional support: Ulta and Shakira plugged the launch on Instagram and Facebook. A home page display ad on Ulta.com linked to a brand showcase.
More context: Ulta aggressively pursues exclusives with celebrity-driven brands:
- Beyonce Knowles-Carter’s Cecred hair care brand rolled out to 1,400 Ulta stores in April with a first-of-its-kind salon integration.
- Ariana Grande launched her cosmetics line r.e.m. beauty exclusively at Ulta in 2022 and offers VR experiences at five Ulta stores through the BeautyX app by Ulta Beauty.
- Drake’s Better World Fragrance House made its brick-and-mortar debut at Ulta in 2024.
- Kylie Jenner’s direct-to-consumer brand Kylie Cosmetics made its retail debut at Ulta in 2019 and has worked with Ulta on numerous promotions and exclusive launches.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
