Cécred launches with the Foundation Collection, featuring keratin recovery tech to strengthen and revive hair health.

License Global

February 21, 2024

2 Min Read
The Foundation Collection.
The Foundation Collection.Cécred

Beyoncé Knowles-Carter has announced the launch of Cécred, a haircare line 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. 

“The journey of creating Cécred has taken years, and I'm so proud to finally reveal what we've been working on,” says Knowles-Carter. “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. 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. 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.” 

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Knowles-Carter’s passion for haircare is born from lived experience. She grew up sweeping hair in her mother Tina Knowles’ salon. 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 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 Grace Ray, chief executive officer, Cécred. “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.” 

The entire Foundation Collection includes: 

  • Clarifying Shampoo & Scalp Scrub  

  • Hydrating Shampoo  

  • Moisturizing Deep Conditioner  

  • Reconstructing Treatment Mask  

  • Fermented Rice & Rose Protein Ritual  

  • Moisture Sealing Lotion 

  • Nourishing Hair Oil  

  • Ritual Shaking Vessel  

  • Patent-pending Bioactive Keratin Ferment 

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License Global

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