Beyoncé unveils the launch of Cécred, her hair care line

Beyoncé officially announced the launch of her hair care line on February 7 through an Instagram post on her official account, accompanied by her latest brand’s profile, featuring a campaign video interspersed with cherished family archives starring Tina Knowles-Lawson, her mother, who has been a profound inspiration behind the brand’s inception. The Cécred range, a fusion of “Cé” from Beyoncé and “sacred,” is set to be unveiled on February 20.

A long-awaited project revealed yet still shrouded in secrecy

Cécred has yet to disclose details about its products, pricing, or distribution networks. However, in a trademark application filed in 2022, available on the American legal information website Justia, the list of product categories that the brand is authorized to market is reported. Among the potential offerings are hair care, vitamin supplements, electrical hair styling tools, combs, and an array of hair accessories.

The hair care line will initially be exclusively available on the Cécred e-commerce platform, which currently features a sign-up page for enthusiasts eager to be notified of the boutique’s grand opening. Additionally, the website hosts a visually captivating page, reminiscent of a mood board, showcasing a curated selection of photos and videos hinting at the enchanting universe of Cécred, where modern science seamlessly intertwines with timeless traditions against a backdrop rich in familial heritage.

The unveiling of Cécred is intricately woven into a well-executed communication strategy. Just days after its announcement, Beyoncé unveiled two final installments of an album poised to captivate the hearts of music enthusiasts worldwide.

Since last May, rumours had already been circulating on Instagram about the imminent launch of the brand. In a poignant post, the songstress revealed that her first foray into the working world involved sweeping the floors of her mother’s hair salon. For Beyoncé, this humble establishment served as a cornerstone in her evolution as an artist. It was within the walls of her mother’s salon that she first captivated an audience, performing alongside her former group, Destiny’s Child. It is this poignant narrative that she seeks to honor with Cécred.

After conquering the realms of perfumery and fashion, Beyoncé now sets her sights on hair

Beyoncé’s entrepreneurial journey began in the early 2000s with the creation of her clothing brand, House of Dereon, which she closed in 2012. Four years later, she unveiled Ivy Park in collaboration with Adidas. Regrettably, the partnership concluded in 2023, as Ivy Park failed to realize its full potential. Since then, the once-prominent sportswear label appears to have been put on hold. Concurrently, the multi-award-winning star introduced Cénoir, a luxurious fragrance sold exclusively in the United States, retailing at $168, or approximately 155 euros. This fragrance marked her return to the realm of perfumery, following the success of “Heat,” her inaugural fragrance released in 2010.

In recent years, numerous celebrities like Rihanna (Fenty Beauty), Lady Gaga (Haus of Lab), Selena Gomez (Rare Beauty), and Jennifer Lopez (JLo Beauty), have ventured into the world of beauty, launching iconic makeup and skincare lines. However, Beyoncé stands apart by embarking on a journey into the realm of hair beauty, a domain previously uncharted by the superstar. Cécred marks a new chapter in the singer-producer’s illustrious entrepreneurial career.