Beauty

Marketing Playbook

How Oribe’s former GM is quietly growing a powerhouse brand with Isima

By Lexy Lebsack

Oct 27, 2025

Isima, Shakira’s 5-month-old, clinically-tested hair-care brand, is well-funded, stacked with powerhouse execs from Oribe and L’Oréal, and leading sales in Ulta Beauty Mexico. Glossy sat down with CEO Sid Katari to learn about the brand’s strategy and expanding runway to success.

The Glossy Beauty Podcast See More

The Glossy Beauty Podcast
The Glossy Beauty Podcast: Inside the world of beauty packaging
Oct 16, 2025
The Glossy Beauty Podcast
Sephora welcomes Gen Alpha shoppers with brands designed for them
Oct 9, 2025
The Glossy Beauty Podcast
Amazon bets on K-Beauty, Ulta Beauty embraces Squishmallows, and 3 Glossy Pop Award winners share their campaign success secrets
Oct 2, 2025

Go to The Glossy Beauty Podcast page

Events See more

3
Nov

Newport Beach, CA November 3-5, 2025
Glossy Beauty x Wellness Summit
At Glossy’s Beauty x Wellness Summit, leaders from the industry’s most influential brands will discover cutting-edge strategies, connect with decision-makers, and gain the edge in this rapidly evolving market.
13
Nov

Virtual November 13, 2025
The Future of Commerce
Industry leaders will break down how they’re winning at modern commerce by using AI to their advantage, updating their marketing playbooks, elevating the customer experience and more.
17
Nov

Virtual November 17, 2025
Glossy+ AI Commerce Strategies Town Hall
Brand executives will come together to discuss their current challenges and best practices when it comes to leveraging AI to support their businesses.