Beyonce' is not new to the world of entrepreneurship. After two successful fashion brands, a ready to wear line, House of Dereon' and athleisure brand IVY Park for Adidas she knows what works and what sells. Although this is her first venture in the hair care and beauty industry, we're confident Cécred will find its people.
In a press release for its debut, the Cécred team describes the collection as “the difference between a routine and a ritual,” adding that it gives you “the foundation to express your hair in all ways that make you feel good.”
Fans have been waiting for this moment since Beyonce' initial teaser during the Renaissance World Tour and it's finally here. Speaking to Essence, Beyoncé described the remarkable experience of witnessing the physical and other transformations that took place when Tina Knowles tended to her clients.
“So much of the fabric of who I am came from her salon,” she shared. “That’s my foundation—and I think as an artist, so much of my bold experimentation with hair comes from being inspired by art and sculptures; getting creative with braids; figuring out new techniques; and exploring ways to maintain hair growth with protective styles and wigs, while still feeling fabulous. It all stems from my experiences growing up in my mother’s salon.
Beyonce' calls Cecred "a legacy project". The foundation of the collection is made of a deep- cleaning Clarifying Shampoo & Scalp Scrub (https://cecred.com/products/clarifying-scalp-scrub-shampoo) ($38) a hyaluronic acid-infused Hydrating Shampoo (https://cecred.com/products/hydrating-shampoo) ($30), an oil and shea butter-packed Moisturizing Deep Conditioner (https://cecred.com/products/moisturizing-deep-conditioner) ($38) a keratin-spiked Reconstructing Treatment Mask (https://cecred.com/products/reconstructing-treatment-mask) ($42), a strengthening Fermented Rice & Rose Protein Ritual (https://cecred.com/products/fermented-rice-and-rose-protein-ritual) ($52 for 4 treatments), a smoothing Moisture Sealing Lotion (https://cecred.com/products/moisture-sealing-lotion) ($38), a 13-oil blend Nourishing Hair Oil (https://cecred.com/products/nourishing-hair-oil) ($44) and a Ritual Shaking Vessel (https://cecred.com/products/ritual-shaking-vessel) ($20 USD) intended to be used to mix the fermented rice and rose protein powder.
The line, which is silicone-free and cruelty-free, is scented with the brand’s signature Temple Oud fragrance and available to shop now.