Beyoncé Knowles-Carter announced the launch of Cécred, a new haircare line that honors global traditions while delivering what hair craves: rich conditioners and fortifying protein, patent-pending technology and fermentation, sensorial luxury and exceptional performance for visible strength, moisture and shine. Inspired by hair rituals from global cultures, the products feature an array of butters, oils, honey, and fermented rice water to nourish hair. Cécred launches with the Foundation Collection, eight products that cleanse, condition, and visibly repair.

Inspired by centuries-old hair rituals from cultures around the world, Cécred's formulations are a fusion of potent ingredients such as butters, oils, honey, and fermented rice water, meticulously curated to nourish and rejuvenate hair. The Foundation Collection, comprising eight meticulously crafted products, promises to cleanse, condition, and visibly repair hair, setting a new standard for haircare excellence.

Beyoncé Knowles-Carter, the visionary behind Cécred, expresses her pride in bringing this project to fruition. As a Black founder, Knowles-Carter has placed scientific innovation and product performance at the forefront, catering to the unique needs of textured hair while championing inclusivity in the haircare industry. Drawing from her personal experiences and lifelong passion for hair, she envisions Cécred as a beacon of excellence, celebrating diverse hair expressions and dispelling prevalent myths and misconceptions.

Knowles-Carter's dedication to haircare stems from her upbringing in her mother's salon, where she witnessed the transformative power of thoughtfully curated formulas. Tina Knowles, renowned for her expertise as a hairstylist and entrepreneur, joins Cécred as vice chairwoman, bringing over four decades of influence and insight to the brand. Together, they envision a future where healthy, vibrant hair is attainable for all.

At the heart of Cécred lies its commitment to innovation and performance. Rejecting industry norms, the brand has invested years in research and testing to address the challenges of moisture restoration, strength, and overall hair health. The result is a meticulously curated range of products that cater to a diverse array of hair textures and conditions, setting a new benchmark for excellence in haircare.

Central to Cécred's ethos is its dedication to inclusivity and community empowerment. Through initiatives such as the BeyGOOD x Cécred Fund, the brand aims to support the professional stylist community by offering scholarships and grants, nurturing talent, and promoting entrepreneurship within the industry.

Cécred's formulations, infused with the signature Temple Oud fragrance, are cruelty-free and formulated under stringent global guidelines for ingredient safety. With the Foundation Collection now available, Cécred invites individuals to embark on a journey of luxurious self-care and hair transformation.

Experience the Cécred Difference:

Clarifying Shampoo & Scalp Scrub ($38 USD, 8 oz.): A game-changing deep clean for your scalp, combining exfoliants and fermented purple willow bark for a rejuvenating experience.

Hydrating Shampoo ($30 USD, 8 oz.): Infused with hyaluronic acid, this luxurious shampoo leaves hair nourished, manageable, and visibly hydrated.

Moisturizing Deep Conditioner ($38 USD, 10 oz.): Revitalize dehydrated hair with this ultra-rich formula, infused with an African oil blend and shea butter for improved manageability.

Reconstructing Treatment Mask ($42 USD, 10 oz.): Clinically tested to visibly reduce damage and increase strength, this treatment mask is a must-have for hair repair.

Fermented Rice & Rose Protein Ritual ($52 USD, 4 treatments): Experience the transformative power of fermented rice water with this ritual, designed to strengthen and fortify hair.

Moisture Sealing Lotion ($38 USD, 8 oz.): Achieve smooth, styled hair with this multitasking lotion, offering a light hold and sealing in moisture.

Nourishing Hair Oil ($44 USD, 1.7 oz.): A blend of 13 oils and plant-based extracts for added moisture and a soft, natural shine.

Ritual Shaking Vessel ($20 USD): Elevate your haircare routine with this bespoke vessel, perfect for creating fortifying hair rinse treatments.

With its patent-pending Bioactive Keratin Ferment technology, Cécred promises to restore shine, strengthen hair, and repair damage, setting a new standard in haircare excellence.

About Cécred: 

Cécred creates a place to show up as you choose and gives the healthy foundation to express your hair in all ways that make you feel good. Its products honor the love and connection of hair traditions while delivering what hair craves: rich conditioners and fortifying protein, patent-pending technology and fermentation, sensorial luxury and exceptional performance for visible strength, moisture and shine. 

"It's a once-in-a-lifetime experience to work with a founder of Beyoncé's global reach and raw talent to change the narrative in haircare," says Cécred CEO Grace Ray. "It's gratifying to help build an inclusive brand that has benefits for a wide range of hair types and textures. Cécred is a union of visual storytelling, education, and performance, and we are uniquely positioned to service consumers with a prestige, science-validated experience that dispels outdated norms in the haircare industry. I'm honored to join the other brands working to change conversations around haircare."