If there's one person who can cut through the celebrity beauty brand ennui, it’s Beyoncé.
The 32-time Grammy-winning artist has added another string to her extensive CV of business ventures, which already include a music streaming service, a $60 million contract with Netflix and no less than 15 fragrances.
Cécred marks Queen Bey's first foray into haircare and comes eagerly anticipated after soft launching the line back in May 2023.
“Hair is sacred”, reads the promo post, a reference to the brand’s moniker. A play on words and a portmanteau with her own name, it follows in the pattern of the Cé Noir eau de parfum (BeyonCE and French for ‘It’s Black’) that hit the shelves back in December.
The collaborative Instagram post shared between her some 319 million followers and that of the brand (nearing 100k followers just 24 hours later) mysteriously revealed, “The journey begins February 20. Visit cecred.com”.
In the Reel, Beyonce has gone back to her roots – literally. You can see home movie footage captured in her mother Tina’s Headliners Hair Salon in Houston cut alongside sensorial clips of men and women with natural textures lathering their locks.
Beyoncé shared her motivation behind the line. “How many of you knew my first job was sweeping hair in my mama’s salon? Destiny’s Child got our start by performing for clients while they were getting their hair done”, she revealed in an early post. “I was exposed to so many different kinds of entrepreneurial women in her salon. I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls. I watched her heal and be of service to so many women. Having learned so much on my hair journey, I’ve always dreamed of carrying on her legacy.”
The singer, songwriter and businesswoman is renowned for changing up her look where her feed marks an ode to her mane creativity. The hitmaker often uses her combination of wigs and protective styles to make a statement, educate and draw attention to the link between Black women and their identity through their coils.
“As a Black founder, it was important to me to concentrate on where I saw the greatest need for healthy haircare and to place scientific innovation and product performance above all else”, Knowles-Carter explains. “I want everyone to have the freedom to express their hair in ways that make them feel good, so I began by creating the essentials for hair and scalp health. My vision is to be an inclusive force of excellence in the haircare industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides.”
According to the brand’s website, Cécred sits at the centre of a Venn diagram of science and ritual – and through the messaging, we can tell it will be founded around encouraging all to embrace and celebrate their natural textures. The collection is made up of richly nourishing ingredients, fortifying protein and fermentation to strengthen the strands and encourage shine. The products are scented with a signature Temple Oud fragrance and contain ingredients like honey and fermented rice water.
In the aptly written words of one commenter, “Honestly Beyonce could drop cow manure and we’d all purchase it”.
Shop the range below
Cécred Clarifying Shampoo & Scalp Scrub
The shampoo is made up of gently buffing ingredients and tea tree oil that work to effectively remove build-up - whether that is from pollution or products. It dissolves impurities without stripping the hair of its natural oils. It was created for all hair types. There is also the Hydrating Shampoo.
Buy now £31.00, Cécred
Cécred Moisturizing Deep Conditioner
Slather your strands in the rich texture of this conditioner which is made up of 12 butters and oils for next-level moisturisation. It is packed with hydrating squalane, hyaluronic acid and antioxidant-rich hyssop extract for an enviable shine.
Buy now £31.00, Cécred
Cécred Reconstructing Treatment Mask
After shampooing but before conditioning, this mask harnesses the power of a patent-pending Bioactive Keratin Ferment to counteract breakage and seal the cuticles. There are no nasties, simply antioxidant-rich and nourishing ingredients.
Buy now £34.00, Cécred
Cécred Fermented Rice & Rose Protein Ritual
Don’t underestimate the power of rice. The ingredient is commonly included by brands like Tatcha in their skincare products and it is in a fermented form that Beyonce includes it in this unique ritual. Fermented rice water and rose combine to strengthen the strands, set alongside a powerhouse combination of biotin, honey and amino acids. It’s a two-step process that begins with a powder (which transforms upon contact with water) and concludes with the Silk Rinse to stop pesky breakage in its tracks.
Buy now £42.00, Cécred
Cécred Nourishing Hair Oil
There are 13 different oils contained within this finishing step product. It is actually one of two moisture-sealing products (there’s the Moisture Sealing Lotion too). A cocktail of sea buckthorn, baobab, moringa, black seed, castor, sunflower seed, watermelon seed, olive, sweet almond, flaxseed, golden jojoba, argan and coconut are combined to provide ultra-nourishment to stressed-out strands, leaving your locks feeling silky smooth.
Buy now £36.00, Cécred
