Beyoncé revealed that she hasn't always been “flawless” when it comes to her hair.
The “Break My Soul” singer got candid about the roots of her new hair care line Cécred (pronounced “sacred”), revealing in a cover story for Essence that she battled psoriasis throughout her childhood. “The relationship we have with our hair is a deeply personal journey,” she told the magazine.
“From spending my childhood in my mother's salon to my father applying oil to my scalp to treat my psoriasis, these moments have been sacred to me,” she recalled, before saying that her new line is an ode to salons and barbershops, and to communities. They help to promote.
Beyoncé is the latest celebrity to speak out about her experience with psoriasis. Other stars who have spoken openly about their struggles with chronic inflammatory multisystem disease include reality TV star and shapewear mogul Kim Kardashian, HGTV personality Nate Berkus, beauty guru Jonathan Van Ness and model and actress Cara Delevingne.
The American Academy of Dermatology Association. said that psoriasis affects up to 3.2% of the American population. Psoriasis is a condition that develops when the body produces skin cells too quickly, causing the cells to build up and form visible patches or spots on the skin.
The singer, who grew up sweeping hair in her mother Tina Knowles' salon, said she wanted to evoke her upbringing and her mother's wisdom in Cécred. “It was important to honor past rituals while infusing our personal touch by adding advanced science to build new sacred rituals,” Beyoncé said on her brand's website.
Cécred officially launched on Monday, months after Beyoncé first teased the line in May. The brand promotes a variety of products including shampoo, conditioner, hair oil, hair mask, and a shaker container for applying rinses. Cécred also has a questionnaire that allows customers to shop based on their hair type, from curly to straight.
A handful of Beyhive members quickly took to social media on Monday to boast about their purchases, and some reveal that they are buying further of what they think they need. Other Beyoncé fans commented on Cécred's Instagram page requesting videos of the “Alien Superstar” singer using her products. Rihanna, Selena Gomez, Tracee Ellis Ross and other celebrities-turned-beauty brand owners have shown their fans on social media how they wear their creations. Cécred is the latest addition to the celebrity-endorsed hair care market, which includes Ross's Pattern Beauty, Taraji P. Henson's TPH, and Issa Rae's Sienna Naturals.
Beyoncé told Essence that she considers hair, in any style, to be powerful and an important part of self-expression, especially for Black people, whose hair has been the subject of legislation, scrutiny and celebration.
“For me, joy comes from making myself a priority and making my hair a priority,” she said. “It's really important to me to spend time in the sacred rituals of self-care.”
Cécred arrived just a week after Beyoncé released two new songs – “16 Carriages” and “Texas Hold 'Em” – and announced a new album during Super Bowl LVIII. She revealed on Instagram that the second act of her “Renaissance” trilogy will be released on March 29.
Times staff writer Nardine Saad contributed to this report.
