Superstar Beyoncé Knowles-Carter has launched her lifelong dream: a hair care line called Cécred, a play on the word “sacred” using part of Queen Bey's name.
Inspired by growing up and helping at her mother Tina Knowles' salon, Cécred prioritizes the needs of textured hair and other hair types that lack strength and moisture.
The foundation collection, which includes eight cruelty-free products that visibly cleanse, condition and repair, are infused with Temple Oud's signature fragrance.
“The journey to create Cécred has taken years and I am so proud to finally reveal what we have been working on,” said Cécred founder and president Beyoncé Knowles-Carter, 42.
“As a Black founder, it was important to me to focus on where I saw the greatest need for healthy hair care and put scientific innovation and product performance above all else.
“Throughout my life and career, I have worn my hair in many different ways: natural, flat-ironed, braided, dyed, weaved, wigs. “I want everyone to have the freedom to express their hair in ways that make them feel good, so I started by creating the essentials for hair and scalp health.”
Beyoncé's vision is to be an “inclusive force of excellence in the hair care industry” while celebrating hair rituals across global cultures and dispelling myths and misconceptions.
The launch range includes a Clarifying and Exfoliating Scalp Shampoo (£31), Hydrating Shampoo (£25), Hydrating Deep Conditioner (£31), Reconstructing Treatment Mask (£34), Moisture Sealing Lotion (£31 ) and nourishing hair oil (£36) with more products on the way.
(iStock/AP Photo/Chris Pizzello)
The products aim to redefine the science of keratin recovery with their 'bioactive keratin ferment', which is “a patent-pending technology made from keratin, honey and wool-derived lactobacilli ferment. Enhanced by the ancient fermentation process, keratin proteins are small enough to penetrate deep into the cortex of each strand, closely equalizing and replacing depleted proteins to visibly repair and strengthen weak or damaged hair. Formulated without silicones that mask damage with an artificial coating.”
In a recent interview with Essence Magazine about the intention behind the brand, the entertainer said: “I knew what I wanted to do, with technology that works for all women and all textures, because I hadn't been able to find it. “I built this from scratch and financed it myself.”
In partnership with her philanthropic foundation BeyGOOD, Beyoncé also launched the BeyGOOD x Cécred fund, a $500,000 annual award for cosmetology school scholarships and grants for salon businesses, to champion the hairstyling community, develop new talent and support the spirit business.
The release comes just after the American singer-songwriter became the first black woman to top Billboard's Hot Country Songs chart after her new single Texas Hold 'Em debuted at number one on Tuesday.
The mother of three also released another single, 16 Carriages, at the same time, also from her upcoming eighth studio album.
