Cécred

SUMMARY

Cécred is a haircare brand established by pop star Beyoncé, dedicated to revolutionising the way individuals care for their hair. The brand marries cutting-edge scientific research with a deep-rooted commitment to inclusivity, sustainability and luxury, offering a comprehensive line of hair care products that cater to every hair type and texture while championing self-expression and empowerment.

HISTORY

Cécred was launched by pop star Beyonce with the vision of creating a haircare line that met the diverse needs of a global consumer demographic and set new standards for quality. The haircare brand offers a range of eight hair products, part of The Foundation Collection, developed for all hair textures and rooted in haircare rituals passed down by her family. The business is close to Beyoncé’s heart, with a focus on product performance, cultural authenticity, and values.

To soft-launch her brand, Beyonce posted on Instagram, “How many of ya’ll knew my first job was sweeping hair in my mama’s salon? 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. 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.”

Early collaborations with hairstylists and cosmetic scientists have helped Cécred formulate products and treatments that utilise both natural ingredients and advanced technology, ensuring efficacy and safety for all users. The brand quickly made its mark with a series of highly anticipated product launches and exclusive collections showcased at major international beauty expos and fashion shows.

“The journey of creating Cécred has taken years, and I’m so proud to finally reveal what we’ve been working on. As a Black founder, it was important to me to concentrate on where I saw the greatest need for healthy hair care and to place scientific innovation and product performance above all else. We started by prioritising the needs of textured hair like mine, along with other types and textures that need more moisture and strength,” said Beyoncé Knowles-Carter.

“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 hair care industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides.”

Cécred CEO Grace Ray explained, “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 hair care. 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 hair care industry. I’m honored to join the other brands working to change conversations around hair care.”

Major milestones include rapid market expansion into Europe, Asia and the Americas, as well as the establishment of flagship stores that serve as immersive hubs for brand experience and education. Sustainability has been a cornerstone of Cécred’s journey. The brand has implemented a number of eco-friendly initiatives, ranging from the use of responsibly sourced ingredients to innovative, recyclable packaging solutions. To celebrate its one-year anniversary, the brand will roll out to over 1,400 Ulta Beauty stores nationwide and online. According to the company: “Ulta Beauty is strategically positioned to bring Cécred’s salon-quality formulas and efficacious ingredients to more consumers as the sole specialty beauty retailer with a full-service salon.”

Today, Cécred stands as a pioneering force in the beauty industry, consistently pushing boundaries and setting new standards in haircare. Fostering talent, promoting professionalism, and supporting entrepreneurship within the hair industry is important to the brand. The Cécred x BeyGOOD Fund honors 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.

VISION

“It’s been my lifelong dream to create a brand that could work for everybody- whether you’re PIN STRAIGHT, COILY, WAVY, CURLY, OR ANYTHING IN BETWEEN. This is haircare for all types and textures defined by its performance, quality, and intention. Our patent-pending science keeps hair healthy no matter how you show up. Cécred is for everyone because everyone is sacred.”

Beyoncé’s vision for Cécred is to empower individuals to embrace their natural beauty, fostering a sense of pride and confidence in every strand of hair. She believes that hair is not just an accessory, but an expression of identity, and Cécred is designed to celebrate the uniqueness of every customer. The brand is driven by the ambition to redefine haircare standards by incorporating innovative formulations and sustainable practices.

Beyoncé envisions Cécred as a catalyst for change in the beauty industry, where quality and ethical responsibility go hand in hand to create products that appeal to consumers. Moreover, the vision extends to nurturing a community that values inclusivity and diversity. Through Cécred, Beyoncé aims to create a platform where every individual feels represented and empowered, turning everyday haircare into a celebration of personal style.

MISSION STATEMENT

Cécred is committed to delivering premium haircare solutions that combine scientific innovation with the finest natural ingredients. The brand’s mission is to ensure that every product not only enhances hair health but also supports a lifestyle of beauty, confidence and self-expression. At its core, Cécred strives to promote inclusivity by addressing the varied needs of all hair types and textures. The mission is to develop formulations that are accessible and effective for everyone, reinforcing the idea that beauty is diverse and multifaceted. Cécred also champions ethical practices and sustainability. By integrating eco-friendly initiatives and maintaining transparent business practices, the brand is dedicated to making a positive impact on both the community and the environment, setting a standard for responsible beauty.

Key Team

• Beyoncé Knowles – Founder and Chief Creative Officer
• Marcus Chambers – Chief Executive Officer
• Dr Eliana Hart – Chief Scientific Officer
• Ravi Kapoor – Chief Marketing Officer
• Alicia Thompson – Chief Financial Officer

PRODUCTS AND SERVICES

Cécred offers an extensive portfolio of haircare products, including shampoos, conditioners, hair masks, and styling treatments that cater to a diverse range of hair types. The brand’s formulations are backed by a scientific research and enriched with both naturally derived and advanced active ingredients to ensure optimal hair health. The brand is celebrated for its signature collections, notably the “Cécred Signature Series” and limited editions that reflect Beyoncé’s personal style and artistic influences.

Hero products at Cécred include Nourishing Hair Oil, Clarifying Shampoo & Scalp Scrub, Hydrating Shampoo, Moisturizing Deep Conditioner, Reconstructing Treatment Mask, and Fermented Rice & Rose Protein Ritual. Beyond retail products, Cécred provides a suite of services including exclusive salon partnerships, personalised haircare consultations and digital tutorials to educate consumers on the best practices while fostering a deeper connection between the brand and its community.

AWARDS AND RECOGNITION

Cécred has numerous awards that acknowledge its innovation, quality and commitment to sustainability. The products have received widespread acclaim from industry publications and beauty experts worldwide. Celebrity endorsements and positive reviews in prestigious media outlets have further cemented Cécred’s status as a trailblazer in haircare. In addition to professional recognitions, Cécred has been celebrated for its social impact initiatives. Its commitment to inclusivity, ethical practices and environmental stewardship has earned the brand a loyal following and numerous community-based awards, highlighting its role as a responsible and influential player in the beauty industry.