02.20.24
Beyoncé Knowles-Carter announced she was getting into the beauty business last week and revealed the name of her haircare brand, Cécred.
Available now, here are more details—and a look at the brand's luxuriously elegant bottles and jars. The packaging looks decorated to resemble stone. The decoration on the bottles and jars is actually a custom pebbled surface, Allure reports, that's meant to mimic the stone of ancient monuments.
Cécred includes formulas inspired by hair rituals from global cultures, with nourishing butters, oils, honey, and fermented rice water products.
Cécred's lead global stylist is Neal Farinah, who has styled Beyoncé's honey-gold locks for decades as the superstar's personal stylist. Farinah owns a salon in Brooklyn, NY, and has done every updo and color change—touring with 'Queen Bey' for nearly 20 years.
Related: Rare Beauty by Selena Gomez is Our Beauty Company of the Year
"We started by prioritizing 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, colored, weaves, wigs...so I began by creating the essentials for hair and scalp health.
"My vision is to be an inclusive force of excellence in the haircare industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides."
The innovative ingredient is made from wool-derived keratin, honey, and lactobacillus ferment—and it closely matches and replaces depleted proteins in hair. Its molecular weight is small enough to deeply penetrate the cortex to visibly strengthen weak, damaged, or highly manipulated hair, the brand says.
Enhanced by the ancient process of fermentation, the keratin proteins are small enough to penetrate deep into the cortex of each strand, closely matching and replacing depleted proteins to visibly repair and strengthen weak or damaged hair. The products deliver moisture and are formulated without silicones.
Cécred says its team conducted extensive clinical, salon, and lab testing—ignoring industry norms and only working with global labs that prioritize inclusive testing.
"This exhaustive research, development, and evaluation resulted in a performance-driven, expert-vetted, validated range of hair solutions that are beneficial for hair textures from straight to coily," the brand states. The line also benefits all types of hair from virgin to color-treated, chemically processed, and heat-styled.
"She grew up sweeping hair in her mother Tina Knowles' salon and saw firsthand how she thoughtfully mixed tech-forward formulas with natural butters and oils to cultivate healthy hair," the brand says.
Tina Knowles joins Cécred as vice chairwoman—bringing her 40 years of influence as a hairstylist, salon owner, and entrepreneur.
"In my own experience serving clients, I loved witnessing the joy they felt watching their hair grow healthier, shinier, and more vibrant," says Knowles. "I have personally witnessed how these products have stopped breakage in its tracks. I've seen the transformations from using these products on all different hair types and textures and the results have been amazing."
"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," she adds.
The fund will honor the knowledge and influence professional stylists have on hair health and the critical importance of advocating for the salon community. An annual $500,000 will fund cosmetology school scholarships and salon business grants to foster talent.
Available now, here are more details—and a look at the brand's luxuriously elegant bottles and jars. The packaging looks decorated to resemble stone. The decoration on the bottles and jars is actually a custom pebbled surface, Allure reports, that's meant to mimic the stone of ancient monuments.
Cécred includes formulas inspired by hair rituals from global cultures, with nourishing butters, oils, honey, and fermented rice water products.
Cécred's lead global stylist is Neal Farinah, who has styled Beyoncé's honey-gold locks for decades as the superstar's personal stylist. Farinah owns a salon in Brooklyn, NY, and has done every updo and color change—touring with 'Queen Bey' for nearly 20 years.
Related: Rare Beauty by Selena Gomez is Our Beauty Company of the Year
Knowles-Carter Enters the Beauty Business
Knowles-Carter, who has a new title—beauty brand founder—explains her vision for Cécred in a statement. She says:
"The journey of creating Cécred has taken years...as a Black founder, it was important to me to concentrate on where I saw the greatest need for healthy haircare and to place scientific innovation and product performance above all else.""We started by prioritizing 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, colored, weaves, wigs...so I began by creating the essentials for hair and scalp health.
"My vision is to be an inclusive force of excellence in the haircare industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides."
Cécred's Foundation Collection includes:
- Clarifying Shampoo & Scalp Scrub: a hyaluronic acid-infused shampoo
- Moisturizing Deep Conditioner: infused with an African oil blend and shea butter
- Reconstructing Treatment Mask (in a jar): Powered by the patent-pending Bioactive Keratin Ferment, the treatment is clinically tested to visibly reduce damage, increase strength, and improve shine after one use.
- Fermented Rice & Rose Protein Ritual: This brand's hero product—packaged in a carton that contains two packets labeled Step 1 and Step 2. The Fermented Rice & Rose Powder is a fortifying hair rinse treatment (and step 1). Shake it with water to mix—then apply the Silk Rinse as step 2. This "ritual" is designed to use every 4-6 weeks, after shampoo and before conditioner.
- Moisture Sealing Lotion: This multitasker does it all: seals, smooths, and styles with a light hold.
- Nourishing Hair Oil: A blend of 13 oils and plant-based extracts seals in moisture and adds a soft shine—all without silicone.
- A Ritual Shaking Vessel: A bespoke vessel sold separately for mixing the Fermented Rice & Rose Powder with water.
More About Cécred's Formulas
Cécred's products are infused with its signature earthy, warm Temple Oud fragrance. The formulas include the brand's patent-pending Bioactive Keratin Ferment.The innovative ingredient is made from wool-derived keratin, honey, and lactobacillus ferment—and it closely matches and replaces depleted proteins in hair. Its molecular weight is small enough to deeply penetrate the cortex to visibly strengthen weak, damaged, or highly manipulated hair, the brand says.
Enhanced by the ancient process of fermentation, the keratin proteins are small enough to penetrate deep into the cortex of each strand, closely matching and replacing depleted proteins to visibly repair and strengthen weak or damaged hair. The products deliver moisture and are formulated without silicones.
Cécred says its team conducted extensive clinical, salon, and lab testing—ignoring industry norms and only working with global labs that prioritize inclusive testing.
"This exhaustive research, development, and evaluation resulted in a performance-driven, expert-vetted, validated range of hair solutions that are beneficial for hair textures from straight to coily," the brand states. The line also benefits all types of hair from virgin to color-treated, chemically processed, and heat-styled.
Beyoncé's Mom is Vice Chairwoman of Cécred
Cécred's video announcing the brand on social media showed what looked like old movie clips of Knowles-Carter in her mom's hair salon when she was young—demonstrating that her passion for haircare is born from lived experience, as the brand stated in a press release."She grew up sweeping hair in her mother Tina Knowles' salon and saw firsthand how she thoughtfully mixed tech-forward formulas with natural butters and oils to cultivate healthy hair," the brand says.
Tina Knowles joins Cécred as vice chairwoman—bringing her 40 years of influence as a hairstylist, salon owner, and entrepreneur.
"In my own experience serving clients, I loved witnessing the joy they felt watching their hair grow healthier, shinier, and more vibrant," says Knowles. "I have personally witnessed how these products have stopped breakage in its tracks. I've seen the transformations from using these products on all different hair types and textures and the results have been amazing."
Grace Ray is Cécred's CEO
Cécred recruited Grace Ray from Living Proof as CEO. "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 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," she adds.
Giving Back to the Stylist Community
Cécred will invest in the stylist community and will partner with Knowles-Carter's philanthropic foundation, BeyGOOD, to create the BeyGOOD x Cécred Fund.The fund will honor the knowledge and influence professional stylists have on hair health and the critical importance of advocating for the salon community. An annual $500,000 will fund cosmetology school scholarships and salon business grants to foster talent.
