Cécred

Cécred
TypePrivate
IndustryProfessional hair care
Founded2024 (2024)
FounderBeyoncé Knowles-Carter
Area served
Worldwide
Key people
  • Beyoncé Knowles-Carter (founder and chairperson)
  • Grace Ray (CEO)
  • Tina Knowles (vice chairperson)
  • Neal Farinah (lead global stylist)
  • Dr. Kari Williams (head of education)
OwnerBeyoncé Knowles-Carter
Websitewww.cecred.com

Cécred (pronounced 'sacred') is a privately held American hair care brand founded in 2024 by American singer-songwriter Beyoncé Knowles-Carter. It is self-funded and made for all hair types. After six years in development, Cécred launched in February 2024 to positive reception from critics.

Cécred became a rapid success, amassing 2 million paying customers in its first six months on the market.[1]

Background and development

How many of ya'll 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. 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 [...] I can’t wait for you to experience what I’ve been creating.

— Beyoncé via Instagram.[2]

Cécred is a hair care brand developed and launched in 2024 by American singer-songwriter Beyoncé Knowles-Carter.[3][4][5] The brand was developed over six years prior to its launch, which included product development and clinical, lab and salon trials.[6][7][8] The products were initially hinted at in May 2023, when Beyoncé shared an Instagram post of her tending to her natural hair[9] with a curling iron surrounded by unlabeled sample bottles.[10]

In December 2023, fans noticed Cécred product designs were silently revealed in Renaissance: A Film by Beyoncé in a scene backstage.[11][12]

On February 6, 2024, Beyoncé posted a video to social media announcing the name of the brand and the launch date, February 20. Captioned "hair is sacred", the video featured clips of a younger Beyoncé in her mother's (Tina Knowles) hair salon, as well as women with a variety of hair textures (including Beyoncé) having their hair tended to.[13][14] Tina Knowles serves as the vice chairperson of the brand.[15]

Launch

Cécred launched on February 20, 2024, with a foundation collection of eight products "inspired by hair rituals from global cultures [...] featur[ing] an array of butters, oils, honey, and fermented rice water to nourish hair that cleanse[s], condition[s], and visibly repair[s]."[16] On the day of launch, Cécred established an annual grant in collaboration with Beyoncé's charity foundation BeyGood, to provide financial support to cosmetology students and professional hair stylists within the beauty industry.[17] $500,000 is allocated annually to fund cosmetology school scholarships and salon business grants across five cities chosen for their large, diverse community of hair stylists: Atlanta, Chicago, Houston, Los Angeles and Clementon.[18] The Cécred launch event took place in the evening on February 20, with Beyoncé and her mother Tina talking about how "[Cécred was] something we spoke about — a dream — since Destiny's Child first started out with the 'Bills, Bills, Bills' video. We talked about creating a sacred space."[19]

On August 1, 2024, Cécred began post-launch products.[20] A scented candle was released on October 15, 2024 alongside two new kits.[21] On November 29, 2024, Cécred-themed hoodies were released.[22] On August 25, 2025, a Lapis-colored 'Protection' collection tailored to easing the takedown of protective hairstyles and extensions was launched.[23][24]

To commemorate the brand's one year anniversary, Cécred partnered with Ulta Beauty to bring the collection to its 1,400 locations, beginning April 6, 2025.[25] Within just one day in stores, they had doubled their weekly sales projections.[26] In December 2025, Robyn-Melissa Watkins, Ulta Beauty's Head of Development, announced that it was officially the number one prestige hair brand launch in Ulta Beauty History.[27]

As of August 2025, Cécred sells one 'Restoring Hair & Edge Drops' serum every sixteen seconds, having garnered a waitlist of more than 100,000 consumers for the product.[28] This gives the product alone a run rate upwards of $100 million.[29]

Technology

Beyoncé stated that she could not find hair technology that works for all hair textures, so she funded the development of a custom bioactive keratin ferment technology for Cécred.[30] Ethically sourced natural wool protein is made bioavailable and molecular in size, mimicking keratin in human hair to repair and reinforce weak or damaged hair of the user, and to penetrate the cortex of individual hair strands.[31] The ferment is activated by infused honey and probiotic lactobacillus which also act as a humectant.[32]

As of launch, Cécred formulas were infused with a Temple Oud fragrance, including notes of oud, Australian sandalwood, warm musk, night-blooming jasmine, Haitian vetiver and violet leaves.[6]

Critical reception

Cécred received positive reviews from critics on launch. Sarah Jossel of The Times described it as "outrageously good."[33] Carol Lee of Elle said that "the products worked their magic" and that "after just one Cécred session, my scalp and strands felt transformed."[34] Julee Wilson of Cosmopolitan was "impressed" at the launch line products' results, describing her strands as "beautifully conditioned" and claiming her silk press lasted for a week.[35] Jessica Cruel of Allure described her hair as "transformed."[9]

Bustle tested the launch products on two editors with opposite hair textures, Jordan Murray and Olivia Rose Rushing. By the end, both had integrated the products into their own personal hair routines.[36] In 2025, Ava Welsing-Kitcher of The Independent highly endorsed Cécred's reconstructing treatment.[37]

Awards

Cécred has received numerous industry awards, including the 2025 WWD Beauty Inc Award for Prestige Brand of the Year, as well as multiple honors from Allure, Cosmopolitan, Elle, and other beauty publications.[38][39]

References

  1. ↑ "Run the Numbers: Celebrating 6 Months". Cécred. August 20, 2024. Retrieved October 7, 2024.
  2. ↑ Militano, Hannah (May 17, 2023). "Beyoncé Is Starting Her Own Haircare Brand in Honor of Her Mother Tina". Grazia Magazine. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
  3. ↑ "Beyoncé Reveals the Launch of New Hair Care Line Cécred". WWD. February 7, 2024. Archived from the original on February 8, 2024. Retrieved February 9, 2024.
  4. ↑ Dolan, Leah (February 7, 2024). "Beyoncé announces new hair care line 'Cécred'". CNN. Archived from the original on February 12, 2024. Retrieved February 12, 2024.
  5. ↑ Thomas, Carly (February 7, 2024). "Beyoncé Teases Upcoming Haircare Brand Cécred". The Hollywood Reporter. Archived from the original on February 14, 2024. Retrieved February 14, 2024.
  6. 1 2 Flora, Liz (February 20, 2024). "Beyoncé Debuts Hair Care Brand Cécred". Business of Fashion. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
  7. ↑ Cruel, Jessica (February 21, 2024). "I Tried Beyoncé Cécred Hair Care Line - First Impressions". Glamour UK. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
  8. ↑ Fields, Jackie (February 21, 2024). "Beyoncé Hard Launches Haircare Brand Cécred by Changing Her Hair Color: See Her New Honey Hue". People. Archived from the original on February 27, 2024. Retrieved February 27, 2024.
  9. 1 2 Cruel, Jessica (February 21, 2024). "Beyoncé's Mom Gave Me a Haircut Using Cécred Products". Allure. Archived from the original on March 10, 2024. Retrieved March 10, 2024.
  10. ↑ Yaptangco, Ariana (February 21, 2024). "Beyoncé Hair Care Line: Shop Cécred Now". Glamour. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
  11. ↑ Abraham, Maya (February 7, 2024). "Beyoncé Unveils Launch Date For New Hair Care, CÉCRED". Vibe. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
  12. ↑ Segarra, Edward (October 2, 2023). "Beyoncé announces Renaissance Tour concert film: 'Start over, start fresh, create the new'". USA Today. Archived from the original on October 17, 2023. Retrieved October 2, 2023.
  13. ↑ McClay, Caché. "Beyoncé announces highly anticipated hair care line Cécred: What we know so far". USA Today. Archived from the original on February 7, 2024. Retrieved February 9, 2024.
  14. ↑ Wonderland Staff (February 8, 2024). "Beyoncé Enters The Beauty World with Haircaire Line, Cécred". Wonderland. Archived from the original on February 9, 2024. Retrieved February 12, 2024.
  15. ↑ "Tina Knowles says Beyoncé was reluctant to share natural hair video: 'We had a hard time getting her to put that out'". TODAY.com. May 20, 2024. Retrieved September 4, 2024.
  16. ↑ "Beyoncé Knowles-Carter Introduces Cécred: Hair-Honoring Care, Validated by Science". PR Newswire. February 20, 2024. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
  17. ↑ Denis, Kyle (February 20, 2024). "Beyoncé's BeyGOOD & Cécred Fund Announces $500K Cosmetology School Scholarship". Billboard. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
  18. ↑ "Philanthropy - Cécred". Cécred. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
  19. ↑ Chikhoune, Ryma (February 21, 2024). "Inside Beyoncé's Cécred Launch Party in L.A., With Tina Knowles and Blue Ivy Carter". WWD. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
  20. ↑ Stessman, Emma (August 12, 2024). "Beyoncé just added a highly-requested new product to her hair care line — how to get it". TODAY.com. Retrieved January 10, 2025.
  21. ↑ Cécred [@cecred]; (October 15, 2024). "Give the gift of healthy hair". Retrieved October 15, 2024 – via Instagram.
  22. ↑ Cécred [@cecred]; (October 15, 2024). "The word is out: hoodies are coming 11.29. Set your reminders!". Retrieved November 28, 2024 – via Instagram.
  23. ↑ Shira, Dahvi (August 22, 2025). "Beyoncé's Cécred Haircare To Launch 5-Product Protection Collection". Forbes. Retrieved August 27, 2025.
  24. ↑ Rubenstein, Janine (August 22, 2025). "I Tried Beyoncé's New Protection Collection From Cécred, Made for Braided Styles and More — and I was BEYond Impressed". People. Retrieved August 27, 2025.
  25. ↑ Manso, James (February 20, 2025). "EXCLUSIVE: Beyoncé Knowles-Carter Marks Cécred's First Year in Business With First Retail Expansion". Women's Wear Daily. United States: Penske Media Corporation. Archived from the original on February 20, 2025. Retrieved February 20, 2025.
  26. ↑ Dorisca, Samantha (April 9, 2025). "Beyoncé's Cécred Launches In Over 1,400 Ulta Locations And Has Already Doubled Its Weekly Sales Projections". Afro Tech. Retrieved April 11, 2025.
  27. ↑ "CÉCRED is officially the #1 prestige hair brand launch in Ulta Beauty history! | Robyn-Melissa Watkins". www.linkedin.com. Retrieved December 9, 2025.
  28. ↑ James, Manso (August 22, 2025). "The 2025 Most Powerful Beauty Brands". WWD. Retrieved August 27, 2025.
  29. ↑ Manso, James (November 18, 2025). "Kourtney Kardashian Barker's Lemme, Beyoncé Knowles-Carter's Cécred Among 2025 Beauty Inc Award Winners". WWD. Retrieved November 19, 2025.
  30. ↑ White, Brooklyn (February 23, 2024). "Beyoncé, The Boss". Essence. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
  31. ↑ "Beyoncé Announces Launch of Cécred Hair Care Brand". Global Cosmetic Industry. February 20, 2024. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
  32. ↑ "Beyoncé Knowles-Carter's Cécred Haircare Line Debuts with Foundation Collection". Happi. February 20, 2024. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
  33. ↑ Jossel, Sarah (April 1, 2024). "These are the new hair products I really rate". The Times. Archived from the original on May 1, 2024. Retrieved April 30, 2024.
  34. ↑ Lee, Carol (February 20, 2024). "We Tried Cécred, Beyoncé's New Hair Care Line". Elle. Archived from the original on April 29, 2024. Retrieved April 30, 2024.
  35. ↑ Wilson, Julee (February 20, 2024). "I Tried Beyoncé's New Haircare Line, Cécred—Here's My Honest Review". Cosmopolitan. Archived from the original on April 30, 2024. Retrieved April 30, 2024.
  36. ↑ Olivia Rose Rushing (March 13, 2024). "Is Beyoncé's Cécred Hair Care Worth The Hype?". Bustle. Archived from the original on April 30, 2024. Retrieved April 30, 2024.
  37. ↑ "Ava Welsing-Kitcher". The Independent. Retrieved December 9, 2025.
  38. ↑ "Kourtney Kardashian Barker's Lemme, Beyoncé Knowles-Carter's Cécred Among 2025 Beauty Inc Award Winners". WWD. November 18, 2025. Retrieved August 15, 2026.
  39. ↑ "Celebrating 1 Year of Cécred". Cécred. Retrieved August 15, 2026.
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