Cécred (pronounced 'sacred') is a privately held American hair care brand founded in 2024 by American singer-songwriter Beyoncé. 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.
Cécred is a hair care brand developed and launched in 2024 by American singer-songwriter Beyoncé.[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]
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 and beyond
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 April 21, 2024, Beyoncé shared a video using the products to tend to her own hair to her social media, saying that "maintaining 25 years of blonde on natural hair, through all the experimenting I do, has played a huge part in developing [Cécred] products. It’s the hardest to keep color-treated hair healthy and strong, but [Cécred] is here. All quality, with no shortcuts. [...] I’m proud of the ingredients, I'm proud of the way it's making people feel. I’m proud that it’s not one-dimensional and that it’s for multiple textures.”[20]
On August 1, 2024, Cécred began post-launch products.[citation needed] A scented candle was released on October 15, 2024 alongside two new kits.[21] On November 29, 2024, Cécred-themed hoodies were released.[22]
Technology
Beyoncé stated that she could not find hair technology that works for all hair textures, so she funded the development of a custom bioactivekeratin ferment technology for Cécred.[23] 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.[24] The ferment is activated by infused honey and probiotic lactobacillus which also act as a humectant.[25]
My priorities are quality and intention. It was important to decide where we invested in our formulations. I knew what I wanted to do, with technology that works for all women and all textures, because I had not been able to find it. I built this from the ground up and funded it myself. First, I had to find the right team with the best experience who also shared my beliefs. This business was led by heart and passion, not by a business plan. We went above and beyond to make decisions based on results and the absolute best science. And better results meant more investment in quality products. Every hair texture deserves testing, research and development. Black women in general are the last to be included in testing. We are often prescribed things based on studies we were not included in. It’s bigger than me, or hair. Now we have created something that celebrates healthy hair for all women, including us. I’m always honored to invest in us.
Cécred received positive reviews from critics on launch. Sarah Jossel of The Times described it as "outrageously good."[26] Carol Lee of Elle said that "the products worked their magic" and that "after just one Cécred session, my scalp and strands felt transformed."[27] 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.[28] 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.[29]
