Beyoncé’s long-awaited hair care brand Cécred has finally launched.
The label’s eight-piece Foundation Collection is based on keratin recovery tech, which claims to moisturise, strengthen and boost shine for all hair types and textures.
In a Cécred press release, the Grammy Award-winning artist (full name Beyoncé Knowles-Carter) said: “We started by prioritising the needs of textured hair like mine, along with other types and textures that need more moisture and strength.
“My entire life and career, I’ve worn my hair in so many different ways: natural, flat-ironed, braids, coloured, weaves, 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.”
Products include the double-cleanse duo Clarifying Shampoo & Scalp Scrub, powered by purple willow bark, tea tree oil, lactic acid and microcrystalline cellulose beads, and Hydrating Shampoo, which includes skin care favourite hyaluronic acid.
Conditioning options are Cécred’s Moisturizing Deep Conditioner with shea and murumuru butters, and a Reconstructing Treatment Mask, which contains a patent-pending bioactive keratin ferment.
The ingredient brings together keratin from natural wool protein, lactobacillus ferment and honey, and claims to replace depleted proteins in hair.
Knowles-Carter’s hero product is the two-step Fermented Rice & Rose Protein Ritual, an intense strengthening treatment to be used every four to six weeks after shampooing.
It involves a Fermented Rice & Rose Protein Powder, designed to be mixed with warm water and shaken up in a shaker vessel, which is sold separately.
This mixture should be poured on hair, according to Cécred, and left to absorb for five minutes before being washed off.
It is followed by part two, a Silk Rinse infused with African oils and sea buckthorn oil, which the brand also recommends leaving to work for five minutes.
Rounding up the collection are styling products Moisture Sealing Lotion, a leave-in formula with a light hold, and Nourishing Hair Oil.
The products are housed in light grey packaging with a pebbled, concrete-like surface.
Cécred prioritises the needs of textured hair and other textures that need more moisture and strength
Knowles-Carter’s fanbase, dubbed the BeyHive, has responded with excitement on social media.
“Only Bey will have me up at 5am buying shampoo,” commented one follower of Cécred on Instagram.
While American actor and comedian Kalen Allen wrote, “I can’t wait to rub this shit on my bald spot!”, under an Instagram post of Cécred’s Nourishing Hair Oil.
However, some have voiced displeasure over the brand’s shipping fees outside of the US.
“EU shipping fees are so high, do they include Giselle [Knowles-Carter’s middle name] delivering the package straight to my door??” complained one Instagram follower.
Another posted a crying face emoji and the comment “36€ for spain shipping is too much”.
And others feel that Knowles-Carter has held back on essentials like tutorials and promotion.
“Beyoncé now I bought my products but like girl I’m highly disconnected with the Cécred brand rn [right now], why aren’t there videos and tutorials and reviews or anything?” one Instagram follower asked.
Another wrote “y'all definitely need to take a marketing class from Rih [Rihanna] or even Kim K cause what is this roll out?!” adding, “at least go live using the products or something... post some stories and be active with the community you’re trying to sell this stuff to. [sic]”
The singer, whose new single 'Texas Hold ’Em' is currently riding high at number one in the US country songs charts, teased her foray into hair care on social media back in May 2023.
She unveiled earlier this month that the range would be called Cécred and would launch 20 February.
The 'Single Ladies' chanteuse had hinted from the start that the range would be inspired by her childhood sweeping hair in her mother Tina Knowles’ salon, where she saw firsthand how Knowles mixed tech-forward formulas with natural butters and oils.
Knowles herself will play a role in Cécred as Vice Chairwoman, where she brings 40 years of experience as a hairstylist and salon owner.
The brand is also partnering with Knowles-Carter’s philanthropic foundation, BeyGOOD, to create the BeyGOOD x Cécred Fund, under which an annual $500,000 will fund cosmetology school scholarships and salon business grants.