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.
Company type | Private |
---|---|
Industry | Professional hair care |
Founded | 2024 |
Founder | Beyoncé |
Area served | Worldwide |
Key people |
|
Owner | Beyoncé |
Website | www |
Cécred became a rapid success, amassing 2 million paying customers in its first six months on the market.[1]
Background and development
editHow 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]
In December 2023, fans noticed Cécred product designs were silently revealed in Renaissance: A Film by Beyoncé in a scene backstage.[11][12]
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
editCécred 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
editBeyoncé stated that she could not find hair technology that works for all hair textures, so she funded the development of a custom bioactive keratin 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.
As of launch, Cécred formulas were infused with a Temple Oud fragrance, including notes of oud, Australian sandalwood, warm musk, night-blooming jasmine, Haitian vetiver and violet leaves.[6]
Critical reception
editCécred 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]
Accolades
edit- Allure Best of Beauty Awards 2024 - Reconstructing Treatment Mask: Best Strengthening Hair Mask[30]
- Bustle's Most Wanted Awards 2024 - Clarifying Shampoo & Scalp Scrub: Best Scalp Remedy[31]
- Byrdie Beauty Awards 2024 - Moisturizing Deep Conditioner: Best Hydrating Conditioner[32]
- Byrdie Breakthrough Beauty Award 2024 - Fermented Rice & Rose Protein Ritual: Hair Health Breakthrough[33]
- Cosmopolitan Holy Grail Beauty Awards 2024 - Fermented Rice & Rose Protein Ritual: Best Hair Care Game Changer[34]
- Cosmopolitan Summer Beauty Awards 2024 - Hydrating Shampoo & Moisturizing Deep Conditioner: Best Moisturising Hair Wash Duo[35]
- Ebony Beauty & Grooming Awards 2024 - Hydrating Shampoo: Best Hydrating Shampoo[36]
- Elle UK Future OF Beauty Awards 2024 - Moisture Sealing Lotion: Winner[37]
- Financial Times Best New Beauty Products For Summer 2024 - Moisturizing Deep Conditioner[38]
- Forbes 42 Top Hair Launches From Winter 2024 - Reconstructing Treatment Mask[39]
- Glamour Magazine Best Hair Oils For Growth And Shine 2024 - Best Hair Oil For Intense Hydration[40]
- Glamour Magazine Best Products For Afro And Textured Hair 2024 - Reconstructing Treatment Mask: Best For Reconstructing Afro Hair[41]
- Good Housekeeping Best Conditioners That Will Leave Your Hair Soft And Shiny 2024 - Moisturizing Deep Conditioner: Best For Hydration[42]
- Harper’s Bazaar's Beauty Best of the Best Awards 2024 - Fermented Rice & Rose Protein Ritual: Best For Damaged Hair[43]
- Harper's Bazaar Best Protein Treatments 2024 - Fermented Rice & Rose Protein Ritual: Best Treatment For Freshly Coloured Hair[44]
- InStyle The Best Hair-Care Products of 2024 - Fermented Rice & Rose Protein Ritual: Best Strengthening Treatment[45]
- Marie Claire Skin and Hair Awards 2024 - Reconstructing Treatment Mask: Best New Black-Owned Hair Brand[46]
- ONE37pm Best Curly Hair Products For Men 2024 - Reconstructing Treatment Mask: Best Hair Mask[47]
- SELF Healthy Beauty Awards 2024 - Hydrating Shampoo: Best Shampoo for Curly Hair[48]
- SELF Healthy Beauty Awards 2024 - Moisturizing Deep Conditioner: Best Deep Conditioner[48]
- The Cut 2024 - Clarifying Shampoo & Scalp Scrub: The Best Detoxifying Shampoo[49]
- Vogue 2024 - Clarifying Shampoo & Exfoliating Scalp Scrub: Best Scalp Scrub[50]
- Vogue 2024 - Moisture Sealing Lotion: Best Lotion for 3A Hair[51]
- Vogue Beauty Awards 2024 - Moisture Sealing Lotion: The Textured Hair Hero, Runner Up[52]
- Woman & Home Magazine Best Shampoos For Afro Hair 2024 - Hydrating Shampoo: Best Shampoo For Porous Afro-Textured Hair[53]
- Women's Health Beauty Awards 2024 - Reconstructing Treatment Mask: Best Hair Mask[54]
References
edit- ^ "Run the Numbers: Celebrating 6 Months". Cécred. August 20, 2024. Retrieved October 7, 2024.
- ^ Militano, Hannah. "Beyoncé Is Starting Her Own Haircare Brand in Honor of Her Mother Tina". Grazia Magazine. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
- ^ "Beyoncé Reveals the Launch of New Hair Care Line Cécred". WWD. Archived from the original on February 8, 2024. Retrieved February 9, 2024.
- ^ Dolan, Leah (February 7, 2024). "Beyoncé announces new hair care line 'Cécred'". CNN. Archived from the original on February 12, 2024. Retrieved February 12, 2024.
- ^ Thomas, Carly (February 7, 2024). "Beyoncé Teases Upcoming Haircare Brand Cécred". The Hollywood Reporter. Archived from the original on February 14, 2024. Retrieved February 14, 2024.
- ^ a b Flora, Liz (February 20, 2024). "Beyoncé Debuts Hair Care Brand Cécred". Business of Fashion. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
- ^ Cruel, Jessica (February 21, 2024). "I Tried Beyoncé Cécred Hair Care Line - First Impressions". Glamour UK. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
- ^ Fields, Jackie (February 21, 2024). "Beyoncé Hard Launches Haircare Brand Cécred by Changing Her Hair Color: See Her New Honey Hue". People. Archived from the original on February 27, 2024. Retrieved February 27, 2024.
- ^ a b Cruel, Jessica (February 21, 2024). "Beyoncé's Mom Gave Me a Haircut Using Cécred Products". Allure. Archived from the original on March 10, 2024. Retrieved March 10, 2024.
- ^ Yaptangco, Ariana (February 21, 2024). "Beyoncé Hair Care Line: Shop Cécred Now". Glamour. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
- ^ Abraham, Maya (February 7, 2024). "Beyoncé Unveils Launch Date For New Hair Care, CÉCRED". Vibe. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
- ^ Segarra, Edward (October 2, 2023). "Beyoncé announces Renaissance Tour concert film: 'Start over, start fresh, create the new'". USA Today. Archived from the original on October 17, 2023. Retrieved October 2, 2023.
- ^ McClay, Caché. "Beyoncé announces highly anticipated hair care line Cécred: What we know so far". USA Today. Archived from the original on February 7, 2024. Retrieved February 9, 2024.
- ^ Wonderland Staff (February 8, 2024). "Beyoncé Enters The Beauty World with Haircaire Line, Cécred". Wonderland. Archived from the original on February 9, 2024. Retrieved February 12, 2024.
- ^ "Tina Knowles says Beyoncé was reluctant to share natural hair video: 'We had a hard time getting her to put that out'". TODAY.com. May 20, 2024. Retrieved September 4, 2024.
- ^ "Beyoncé Knowles-Carter Introduces Cécred: Hair-Honoring Care, Validated by Science". PR Newswire. February 20, 2024. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
- ^ Denis, Kyle (February 20, 2024). "Beyoncé's BeyGOOD & Cécred Fund Announces $500K Cosmetology School Scholarship". Billboard. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
- ^ "Philanthropy - Cécred". Cécred. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
- ^ Chikhoune, Ryma (February 21, 2024). "Inside Beyoncé's Cécred Launch Party in L.A., With Tina Knowles and Blue Ivy Carter". WWD. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
- ^ Penrose, Nerisha (April 22, 2024). "Beyoncé Finally Shares Her Cécred Wash Day Ritual". Elle. Archived from the original on April 29, 2024. Retrieved April 30, 2024.
- ^ Cécred [@cecred] (October 15, 2024). "Give the gift of healthy hair". Retrieved October 15, 2024 – via Instagram.
- ^ Cécred [@cecred] (October 15, 2024). "The word is out: hoodies are coming 11.29. Set your reminders!". Retrieved November 28, 2024 – via Instagram.
- ^ a b White, Brooklyn. "Beyoncé, The Boss". Essence. Archived from the original on March 9, 2024. Retrieved March 9, 2024.
- ^ "Beyoncé Announces Launch of Cécred Hair Care Brand". Global Cosmetic Industry. February 20, 2024. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
- ^ "Beyoncé Knowles-Carter's Cécred Haircare Line Debuts with Foundation Collection". Happi. February 20, 2024. Archived from the original on March 10, 2024. Retrieved March 9, 2024.
- ^ Jossel, Sarah (April 1, 2024). "These are the new hair products I really rate". The Times. Archived from the original on May 1, 2024. Retrieved April 30, 2024.
- ^ Lee, Carol (February 20, 2024). "We Tried Cécred, Beyoncé's New Hair Care Line". Elle. Archived from the original on April 29, 2024. Retrieved April 30, 2024.
- ^ Wilson, Julee (February 20, 2024). "I Tried Beyoncé's New Haircare Line, Cécred—Here's My Honest Review". Cosmopolitan. Archived from the original on April 30, 2024. Retrieved April 30, 2024.
- ^ Olivia Rose Rushing (March 13, 2024). "Is Beyoncé's Cécred Hair Care Worth The Hype?". Bustle. Archived from the original on April 30, 2024. Retrieved April 30, 2024.
- ^ "Allure Best of Beauty 2024: Hair Winners". Allure. September 26, 2024. Retrieved September 27, 2024.
- ^ "30 Summertime Beauty Essentials For Looking (But Not Literally Feeling) Hot". Bustle. June 24, 2024. Retrieved July 11, 2024.
- ^ "These Are the Best Hair Products of 2024". Byrdie. June 11, 2024. Retrieved June 12, 2024.
- ^ "Our Breakthrough Beauty Award Winners for 2024". Byrdie. September 17, 2024. Retrieved September 18, 2024.
- ^ Gillette, Beth (May 6, 2024). "Now Presenting: Cosmopolitan's 2024 Holy Grail Beauty Awards". Cosmopolitan. Retrieved June 5, 2024.
- ^ "The 2024 Cosmopolitan Summer Beauty Awards have arrived!". Cosmopolitan. May 24, 2024. Retrieved June 12, 2024.
- ^ "Ebony Beauty & Grooming Awards 2024". Retrieved September 18, 2024.
- ^ "Welcome To ELLE UK's 2024 Future Of Beauty Awards: All The Game-Changing Products That Made The Cut". ELLE. May 15, 2024. Retrieved June 5, 2024.
- ^ Bhatia, Billie (May 22, 2024). "The best new beauty products for summer 2024". FT. Retrieved June 5, 2024.
- ^ Shatzman, Celia (February 26, 2024). "42 Top Hair Launches From Winter 2024, Including Beyoncé's Cécred". Forbes. Retrieved September 8, 2024.
- ^ Mamona, Denise Primbet,Elle Turner,Sheilla (June 3, 2024). "I'm a beauty writer with damaged hair and I swear by these hair oils for shine and moisture". Glamour UK. Retrieved June 10, 2024.
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