At isima, we embrace the innate complexity of hair diversity, accounting for multiple factors including texture, curl type, pattern, porosity, density and many more complex variables. Representing the union of ingenuity and innovation, we worked in close collaboration with an elite group of trichologists and scientific formulators from around the world to create our expertly-crafted haircare collection.
Working alongside leading scientists, we’ve created a cutting-edge approach that puts product performance at the forefront. Our TriModal Method™ is rooted in the principles of Biotrichology to address multiple aspects of your scalp and hair health—because your hair deserves comprehensive care, not compromise. We’re passionate about challenging industry standards and delivering the targeted solutions your hair has been waiting for.
This is just the beginning. We’re committed to understanding your hair better than anyone else—honoring the beautiful complexity of hair while never stopping our search for better research-based and clinically-proven solutions. Our team of world-class experts ensures every product we create meets the highest standards by continuously testing every formulation, informing new product development, and fueling our continuous efforts to deliver more.
Anthony Potin is the Chief Scientific Officer at isima. As a chemical engineer with more than 20 years of cosmetic industry experience spanning skincare & haircare. He has managed hair care product research, innovation, and new product launches for brands such as Redken, Matrix, L'Oreal Paris, Garnier and more. He has led worldwide innovation for textured hair formulations that fed strategies implemented globally.
Anthony is an inventor of 30+ patents in the fields of skincare active ingredients, new galenic formulations and delivery systems, as well as hair care repair treatments and sulfate-free shampoos.
"When I began working with Shakira on this project in 2021, we immediately connected over a shared vision: to create high-performance and science-backed haircare tailored to even the most demanding hair. Bringing that vision to life and addressing the complex needs of high-damage, treatment-heavy consumers has been extremely rewarding."
— Anthony Potin, Chief Scientific Officer at isima
Mirna Jose is a seasoned hair stylist with over 15 years in the beauty and fashion industry. A New York native with a Dominican background, she holds degrees in Science and Communications, and specializes in multicultural hair care and color.
Her extensive career includes education, product ideation, and development roles for leading hair care brands such as L’Oréal, Kintsugi, and Function of Beauty. Her artistry has graced red carpets from the Oscars to the Met Gala, as well as global fashion weeks. Her work has been featured in campaigns for Bottega Veneta, Skims, Nike, and more, as well as credits in British Vogue, Elle, Glamour, and beyond.
"I am passionate about empowering women to embrace their natural beauty and committed to preserving the integrity of hair and celebrating its unique texture. isima embodies that and more."
— Mirna Jose, Celebrity Hair Stylist, Curl + Textured Hair Expert
Johanna Amarante is a Certified Holistic Trichologist [HPT], Certified Trichologist [WTS] and Cosmetologist, specializing in non-surgical hair replacement and hair restoration for individuals experiencing hair loss. Johanna is the owner of Fabulously Made Salon & Hair Loss Solutions and Fabulously Made Education.
She is dedicated to empowering individuals through personalized hair loss solutions and education with expertise in scalp health, and nutraceutical supplements.
As the Director of Trichologists on a Mission, a professional community dedicated to education and advancement in trichology, Johanna is committed to innovation and excellence in the field.
“I’m incredibly excited about the opportunity to bring my expertise and passion together with Isima’s unique mission and vision! Being part of a brand that stands for integrity, quality, and genuine care for the community is both inspiring and energizing. It’s an honor to collaborate with other like-minded professionals who share the same drive for excellence and impact.”
— Johanna Amarante, Certified Holistic Trichologist [HPT], Certified Trichologist [WTS] + Licensed Cosmetologist
Iain Sallis MIT is a UK-based trichologist with over 20 years of clinical experience treating hair and scalp disorders. He is the founder of Hairmedic Ltd, a network of specialist clinics, and has developed award-nominated haircare products.
Iain co-founded the International Trichology Congress, chairs the British Association of Hair Restoration Surgery’s Trichology Sub-Committee, and serves as International Director of the U.S.-based Association of Professional Trichologists.
He collaborates with dermatologists, cosmetic chemists, and hair transplant surgeons worldwide. Iain is also the editor of a recently published book, ‘Strands of Science’, and is known for his evidence-based, ethical approach to hair health.
“What excited me most about partnering with isima was the shared commitment to both scientific integrity and real-world results. My work has always focused on evidence-based, ethical approaches to hair and scalp health, and isima’s mission to deliver intelligent, targeted solutions aligns perfectly with that. It’s rare to find a brand that values both performance and professional credibility — and that’s where I saw a genuine opportunity to make an impact.”
— Iain Sallis, Clinical Trichologist
Dr. Annie Gonzalez is a board-certified dermatologist, skin expert, and the founder of Glösense Dermatology & Aesthetics in Miami, FL.
With over a decade of experience in medical and cosmetic dermatology, she specializes in helping patients feel confident in their skin through science-backed treatments and education.
As a proud Latina, Dr. Gonzalez is passionate about advocating for diversity in skin health and empowering her community through bilingual content. Her engaging presence on social media [@dr.g_derm] reflects her commitment to making expert skincare accessible, inclusive, and inspiring.
“I’m thrilled to align my dermatology expertise with isima’s mission—celebrating heritage, science, and self-expression through hair. As a Latina, I know how deeply personal our hair journeys can be. Partnering with a brand that honors that while prioritizing integrity and performance is powerful—and long overdue.”
— Dr. Annie Gonzalez, Board-Certified Dermatologist