Beyoncé has finally introduced the world to her new haircare line, Cécred.
Fittingly for the global superstar, who holds a record 32 Grammys (from her own records and work with Destiny’s Child and husband Jay-Z) and also has a fashion line, Ivy Park, and fragrances under her name, she’s starting out big, rather than small.
Cécred (Cé for a play on her iconic first name, also used in recent perfume release Cé Noir) is debuting with eight different products, with the line-up expected to grow. The singer first teased the beauty endeavour back in May last year with a vague post on Instagram, but has just unveiled the selection of pillar-shaped products.
The range is available exclusively through the brand’s website, cecred.com.
Inspired by global hair rituals and traditions as well as Beyoncé’s own childhood sweeping the floor in her mother Tina Knowles’ Houston hair salon, the line includes nourishing products ideal for textured, dry and damaged hair. Each includes a signature ‘Temple Oud’ fragrance and are cruelty-free.
The range, including a Clarifying Shampoo and Scalp Scrub, Moisturizing Deep Conditioner, Moisture Sealing Lotion, a Nourishing Hair Oil and more, feature an array of butters, oils, honey, and fermented rice water to care and strengthen hair. there is also a Reconstructing Treatment Mask, which has a patent-pending keratin treatment technology called Bioactive Keratin Ferment.
The star herself said the process of creating the line has taken years.
“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,” the star explained of her intentions.
“We started by prioritising the needs of textured hair like mine, along with other types and textures that need more moisture and strength.”
She went on to point out her own hair has been a good test subject given she has worn it in so many different ways over the years including natural, flat-ironed, braids, colored, weaves and wigs.
“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.”
The star has promised to give back to the hairstylist community as a result of the new line, committing an annual US$500,000 that will fund cosmetology school scholarships and salon business grants.
