Cécred

From Wikipedia the free encyclopedia

Cécred
Company typePrivate
IndustryProfessional hair care
Founded2024; 0 years ago (2024)
FounderBeyoncé
Area served
Worldwide
Key people
OwnerBeyoncé
Websitewww.cecred.com
Footnotes / references
[1][2]

Cécred is a privately held American hair care brand founded in 2024 by American singer-songwriter Beyoncé.[3][4][5] It is self-funded and made for all hair types.[6]

History[edit]

Background[edit]

Cécred was six years in the making before its 2024 launch.[7] The product development process included "robust" clinical, lab and salon trials.[2] Cécred only works with global labs that prioritize inclusive testing.[8]

In May 2023, Beyoncé shared an Instagram post of her tending to her natural hair[9] with a curling iron surrounded by unlabeled sample bottles.[10]

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.

— Beyoncé via Instagram.[11]

In December 2023, fans noticed Cécred product designs were silently revealed in Renaissance: A Film by Beyoncé in a scene backstage.[12] This means the product designs were finalized, created and packaged by, at the very latest, October 1, 2023[a].[13]

On February 6, 2024, Beyoncé posted a video to social media announcing the name of the brand and the launch date, February 20. Captioned "hair is sacred", the video featured clips of a younger Beyoncé in her mom's hair salon as well as women with a variety of hair textures (including Beyoncé) having their hair tended to.[14][15]

Launch and beyond[edit]

Cécred launched on February 20, 2024, with a foundation collection of eight products "inspired by hair rituals from global cultures [...] featur[ing] an array of butters, oils, honey, and fermented rice water to nourish hair that cleanse[s], condition[s], and visibly repair[s]."[16]

On the day of launch, Cécred established an annual grant in collaboration with Beyoncé's charity foundation BeyGood, in an effort to provide financial support to cosmetology students and professional hair stylists within the beauty industry.[17] A yearly $500,000 is funding cosmetology school scholarships and salon business grants across five cities chosen for their large, diverse community of hair stylists: Atlanta, Chicago, Houston, Los Angeles and Clementon[b].[18]

On the evening of launch, a Cécred launch event was hosted. Beyoncé and her mother talked about how "[Cécred was] something we spoke about — a dream — since Destiny’s Child first started out with the ‘Bills, Bills, Bills’ video. We talked about creating a sacred space."[19]

Technology[edit]

Beyoncé could not find hair technology that works for all hair textures, so she invented a custom bioactive keratin ferment technology for Cécred.[6] Ethically sourced natural wool protein is made bioavailable and molecular in size, mimicking keratin in human hair to repair and reinforce weak or damaged hair of the user, and to deeply penetrate the cortex of individual hair strands.[20] The ferment is activated by infused honey and probiotic lactobacillus which also act as a humectant.[21]

My priorities are quality and intention. It was important to decide where we invested in our formulations. I knew what I wanted to do, with technology that works for all women and all textures, because I had not been able to find it. I built this from the ground up and funded it myself. First, I had to find the right team with the best experience who also shared my beliefs. This business was led by heart and passion, not by a business plan. We went above and beyond to make decisions based on results and the absolute best science. And better results meant more investment in quality products. Every hair texture deserves testing, research and development. Black women in general are the last to be included in testing. We are often prescribed things based on studies we were not included in. It’s bigger than me, or hair. Now we have created something that celebrates healthy hair for all women, including us. I’m always honored to invest in us.

— Beyoncé speaking to Essence.[6]

As of launch, Cécred formulas are cruelty free[8] and infused with a Temple Oud fragrance, including notes of oud, Australian sandalwood, warm musk, night-blooming jasmine, Haitian vetiver and violet leaves.[2]

Notes[edit]

  1. ^ The last concert of the tour took place on October 1, 2023.
  2. ^ Clementon is technically a borough but is listed as one of the "cities" chosen on the Cécred website.

References[edit]

  1. ^ Fields, Jackie (February 21, 2024). "Beyoncé Hard Launches Haircare Brand Cécred by Changing Her Hair Color: See Her New Honey Hue". People. Retrieved February 27, 2024.
  2. ^ a b c Flora, Liz (February 20, 2024). "Beyoncé Debuts Hair Care Brand Cécred". Business of Fashion. Retrieved March 9, 2024.
  3. ^ "Beyoncé Reveals the Launch of New Hair Care Line Cécred". WWD.
  4. ^ Dolan, Leah (February 7, 2024). "Beyoncé announces new hair care line 'Cécred'". CNN. Retrieved February 12, 2024.
  5. ^ Thomas, Carly (February 7, 2024). "Beyoncé Teases Upcoming Haircare Brand Cécred". The Hollywood Reporter. Retrieved February 14, 2024.
  6. ^ a b c White, Brooklyn. "Beyoncé, The Boss". Essence. Retrieved March 9, 2024.
  7. ^ Cruel, Jessica (February 21, 2024). "I Tried Beyoncé Cécred Hair Care Line - First Impressions". Glamour UK. Retrieved March 9, 2024.
  8. ^ a b "Beyoncé Knowles-Carter Introduces Cécred: Hair-Honoring Care, Validated by Science". Newswire. February 20, 2024. Retrieved March 9, 2024.
  9. ^ Cruel, Jessica (February 21, 2024). "Beyoncé's Mom Gave Me a Haircut Using Cécred Products". Allure. Retrieved March 10, 2024.
  10. ^ Yaptangco, Ariana (February 21, 2024). "Beyoncé Hair Care Line: Shop Cécred Now". Glamour. Retrieved March 9, 2024.
  11. ^ Militano, Hannah. "Beyoncé Is Starting Her Own Haircare Brand in Honor of Her Mother Tina". Grazia Magazine. Retrieved March 9, 2024.
  12. ^ Abraham, Maya (February 7, 2024). "Beyoncé Unveils Launch Date For New Hair Care, CÉCRED". Vibe. Retrieved March 9, 2024.
  13. ^ Segarra, Edward (October 2, 2023). "Beyoncé announces Renaissance Tour concert film: 'Start over, start fresh, create the new'". USA Today. Archived from the original on October 17, 2023. Retrieved October 2, 2023.
  14. ^ McClay, Caché. "Beyoncé announces highly anticipated hair care line Cécred: What we know so far". USA Today.
  15. ^ Staff, Wonderland (February 8, 2024). "Beyoncé Enters The Beauty World with Haircaire Line, Cécred". Wonderland. Retrieved February 12, 2024.
  16. ^ "Beyoncé Knowles-Carter Introduces Cécred: Hair-Honoring Care, Validated by Science". PR Newswire. February 20, 2024. Retrieved March 9, 2024.
  17. ^ Denis, Kyle (February 20, 2024). "Beyoncé's BeyGOOD & Cécred Fund Announces $500K Cosmetology School Scholarship". Billboard. Retrieved March 9, 2024.
  18. ^ "Philanthropy - Cécred". Cécred. Retrieved March 9, 2024.
  19. ^ Chikhoune, Ryma (February 21, 2024). "Inside Beyoncé's Cécred Launch Party in L.A., With Tina Knowles and Blue Ivy Carter". WWD. Retrieved March 9, 2024.
  20. ^ "Beyoncé Announces Launch of Cécred Hair Care Brand". Global Cosmetic Industry. February 20, 2024. Retrieved March 9, 2024.
  21. ^ "Beyoncé Knowles-Carter's Cécred Haircare Line Debuts with Foundation Collection". Happi. February 20, 2024. Retrieved March 9, 2024.

External links[edit]

Retrieved from "https://en.wikipedia.org/w/index.php?title=Cécred&oldid=1216536744"