THE self-proclaimed diva just reaffirmed that she’s the female version of a hustler with the upcoming launch of Cécred.
On Tuesday, February 6, 2024, Beyoncé gave her fans, the BeyHive, a first look at her long-awaited haircare brand, Cécred, which is set to launch later in the month.
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Beyoncé smiles as she performs onstage during the RENAISSANCE WORLD TOUR at PGE Narodowy on June 28, 2023, in Warsaw, PolandCredit: Getty
What is Beyoncé’s new haircare brand, Cécred?
Despite releasing a teaser video promoting Cécred, Beyoncé is still keeping the brand under wraps – for the most part.
The brand’s website reads “Coming Soon,” and asks users to register their email address and phone number for the latest updates.
The website also includes a number of still and moving images, including a photo of Blue Ivy.
One of the photos is also a Venn diagram – showing “Science” and “Ritual” in the outer circles, with “Cécred” located in the inner, intersecting circles.
The brand’s trademark details, filed back in June 2022, also offer more details about the hair and beauty line.
Cécred trademarked several goods and services, including:
Hair care preparations
Cosmetic preparations for hair care
Cosmetic preparations for the hair and scalp
Non-medicated dandruff shampoo
Medicated hair care preparations
Vitamins, vitamin supplements, and dietary supplements
Hair growth stimulants, namely, for eyebrows and eyelashes
The brand also trademarked electric and regular hair styling tools, like hair brushes, combs, curling and straightening irons, and heated caps.
Cécred may also include pillowcases, bed sheets, towels, carrying cases and cosmetic bags, hair accessories, turbans, headwear, and more.
While Beyoncé may not include all of these items in her initial rollout, consumers can expect to see a variety of the items mentioned above available for purchase.
Cécred will likely include products like shampoos, conditioners, hair oils, hairsprays, and other similar items in its first launch.
What does the brand name mean?
The brand name, Cécred, is pronounced “sacred.”
Sacred is defined as “considered to be holy and deserving respect,” or “considered too important to be changed.”
The first two letters, “Cé,” are also a nod to Beyoncé’s name.
This isn’t the first time Beyoncé capitalized on her image.
In November 2023, the superstar also released Cé Noir, her signature fragrance.
To promote her new haircare brand, Beyoncé posted an Instagram Reel on her own Instagram channel.
The reel features a short film being projected onto a curtain.
The camera focuses on a 70’s style salon titled Headliners La Mode, a nod to Beyoncé’s mother, Tina Knowles, and her past Houston, Texas salon.
The video then includes clips of women getting their hair shampooed, braided, styled, and straightened.
In between old footage of the busy salon, models – including Beyoncé herself – are seen doing their hair or getting their hair done.
The Reel also includes quick cuts to a shower, indicating that Cécred offers a salon experience from the comfort of home.
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In a clip from Cécred’s teaser trailer, Beyoncé can be seen getting her hair shampooed, likely with one of the brand’s new productsCredit: Instagram/cecred
What has Beyoncé said about the brand?
While some fans were shocked to hear that Beyoncé was launching a haircare brand, most members of the BeyHive knew that Cécred has been in the works for quite some time.
Back on May 16, 2023, the Renaissance artist posted photos of herself and her oldest daughter, Blue Ivy, getting their hair done.
Beyoncé also shared a message to her followers alongside the photos.
“How many of y’all knew my first job was sweeping hair in my mama’s salon?” the singer questioned.
“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,” she added.
“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,” she finished.
Less than a year later, Beyoncé revealed her creations to the world, announcing her new haircare line on Instagram.
“It has always been a dream of mine to create a hair care line,” she wrote.
“That’s why I’m so proud to share Cécred, which celebrates and honors the wisdom in our hair,” she added.
“I’m excited that you are now part of this community and can help to build an intimate and powerful space where we can share our journeys, our hair secrets, and protect all things sacred.”
When will Cécred launch?
Beyoncé confirmed that her long-awaited haircare line will launch before the end of February 2024.
After posting a teaser video promoting Cécred on her Instagram channel, Beyoncé revealed the release date of her new brand.
“Hair is sacred. The journey begins Feb 20. Visit CECRED.COM,” she captioned the post.
Cécred’s official Instagram account confirmed the news in its bio.
“Haircare by @beyonce,” the brand wrote.
“Available Feb 20. Visit CECRED.COM,” they added.
Launching the brand on Tuesday, February 20, 2024, may have some special meaning for the megastar.
Since 2007, the day is celebrated annually as the World Day of Social Justice.
In an August 2021 interview with Harpers Bazaar, Beyoncé opened up about these hair and beauty standards.
“I’ve seen how much Black women’s emotions are attached to our hair and beauty,” the singer said.
“The beauty industry does not always understand these emotions and what we need,” she added.
“I want to build a community where women of all races can communicate and share some of those secrets, so we can continue to support and take care of each other.”
“I want to give women a space to feel their own strength and tell their stories.”
“That is power,” Beyoncé added.
