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Superstar Beyoncé Knowles-Carter has launched her lifelong dream – a haircare line called Cécred – a play on the word ‘sacred’ using part of Queen Bey’s name.
Due to her upbringing and experience working in her mother Tina Knowles’ salon, Cécred places a high importance on catering to the specific needs of textured hair, as well as other hair types that may be lacking in strength and moisture.
The base set consists of eight items that are not tested on animals and are designed to clean, nourish, and visibly heal. Each product is scented with the distinct Temple Oud fragrance.
“The process of developing Cécred has been a journey that has spanned several years, and I am thrilled to finally unveil our hard work,” stated Beyoncé Knowles-Carter, the 42-year-old founder and chairwoman of Cécred.
As a Black entrepreneur, my focus was on addressing the most pressing need for quality hair care and prioritizing scientific advancements and product effectiveness above all other factors.
Throughout my life and professional journey, I have styled my hair in a multitude of ways, including natural, straightened, braided, dyed, and using extensions and wigs. It is important to me that individuals have the liberty to express their hair in a manner that makes them confident, which is why I started by developing hair and scalp products that are essential for maintaining overall hair health.
Beyoncé’s goal is to promote inclusivity and excellence in the haircare field, while also honoring diverse hair rituals and combating false beliefs and misunderstandings.
The available products in the launch lineup are a Clarifying Shampoo & Scalp Scrub for £31, a Hydrating Shampoo for £25, a Moisturising Deep Conditioner for £31, a Reconstructing Treatment Mask for £34, a Moisture Sealing Lotion for £31, and a Nourishing Hair Oil for £36. There are also more products currently in development.
The items strive to revolutionize the concept of keratin restoration by utilizing a special ‘bioactive keratin ferment’. This technology, which is currently pending a patent, is created from keratin derived from wool, honey, and lactobacillus ferment. Through the traditional method of fermentation, the keratin proteins become smaller and are able to deeply penetrate the hair’s cortex. This process closely mimics and replaces depleted proteins, resulting in visible repair and strengthening of weak or damaged hair. These products are free of silicones, which only hide damage with a synthetic coating.
During a recent interview with Essence Magazine, the entertainer discussed her motivation for creating the brand. She explained, “I had a clear vision of what I wanted to achieve – using technology that caters to all women and hair textures. I couldn’t find it in the market, so I took matters into my own hands and self-funded the project from the very beginning.”
Beyoncé has collaborated with her charitable organization BeyGOOD to create the BeyGOOD x Cécred fund. This fund awards $500,000 every year to provide scholarships for cosmetology school and grants for salon businesses. Its purpose is to promote the hairdressing industry, foster emerging talent, and empower entrepreneurship.
The release follows soon after the debut of American musician’s latest single, “Texas Hold ‘Em,” which made her the first black woman to reach number one on Billboard’s Hot Country Songs chart on Tuesday.
The mother of three also dropped another single titled “16 Carriages” simultaneously with her upcoming eighth studio album release.
The website independent.co.uk is the source.
