02.20.24
Beyoncé Knowles-Carter’s Cécred, her new haircare, has officially dropped. The highly-anticipated line is said to be inspired by hair rituals from global cultures. The initial line, the Foundation Collection, offers eight products that cleanse, condition and repair via an array of butters, oils, honey, and fermented rice water.
Formulations are said to contain fortifying protein, patent-pending technology and fermentation, sensorial luxury and exceptional performance for visible strength, moisture and shine.
"The journey of creating Cécred has taken years, and I’m so proud to finally reveal what we’ve been working on,” said Knowles-Carter, who is founder and chairwoman. “As a Black founder, it was important to me to concentrate on where I saw the greatest need for healthy haircare and to place scientific innovation and product performance above all else. We started by prioritizing the needs of textured hair like mine, along with other types and textures that need more moisture and strength.
The Clarifying Shampoo & Scalp Scrub contains organic purple willow bark, tea tree oil, microcrystalline cellulose, exfoliating acids and niacinamide. Based on a third-party consumer research study of 36 participants over a 4-week period with four uses of the product, 97% agree their scalp looks and feels healthier, 97% agree their scalp felt revived and refreshed, 97% agree it removed buildup, oil and residue and 94% agree that the scalp was more hydrated.
Reconstructing Treatment Mask contains the brand's Bioactive Keratin Ferment, hydrolyzed rice and wheat protein, sea buckthorn oil, squalene. It is said to be clinically tested to reduce damage and improve strength and shine after one use.
The Fermented Rice & Rose Protein Ritual—which combines hydrolyzed rice protein, eose powder, honey, green tea leaf extract, fermented rice powder and biotin—is said to make hair 3x more resistant to breakage, improving length retention and reveal smooth, silky hair that is 2x shinier, according to third-party clinical laboratory using hair tresses.
The treatment is designed to be made in the line’s “Ritual Shaking Vessel.”
“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 haircare industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides.”
Knowles-Carter’s passion for haircare is came from her family; she grew up sweeping hair in her mother’s salon.
“In my own experience serving clients, I loved witnessing the joy they felt watching their hair grow healthier, shinier, and more vibrant,” said Tina Knowles, Knowles-Carter’s mother, who is serving as vice chairwoman of Cécred. “I have personally witnessed how these products have stopped breakage in its tracks. I’ve seen the transformations from using these products on all different hair types and textures and the results have been amazing.”
Knowles-Carter’s decades-long career shaped her expertise in maintaining hair health while navigating the coloring, high-tension styles, hair adhesive, sweat, and build-up generated by her life as a performer. Her experiences inspired Cécred to “redefine” keratin recovery science with its Bioactive Keratin Ferment: a patent-pending technology made from wool-derived keratin, honey, and lactobacillus ferment. Enhanced by the ancient process of fermentation, the keratin proteins are small enough to penetrate deep into the cortex of each strand, closely matching and replacing depleted proteins to visibly repair and strengthen weak or damaged hair. Formulated without silicones which mask damage with an artificial coating, Cécred products deliver moisture and visible strength for a healthy foundation.
“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 haircare,” said Cécred CEO Grace Ray. “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 haircare industry. I'm honored to join the other brands working to change conversations around haircare.”
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Formulations are said to contain fortifying protein, patent-pending technology and fermentation, sensorial luxury and exceptional performance for visible strength, moisture and shine.
"The journey of creating Cécred has taken years, and I’m so proud to finally reveal what we’ve been working on,” said Knowles-Carter, who is founder and chairwoman. “As a Black founder, it was important to me to concentrate on where I saw the greatest need for healthy haircare and to place scientific innovation and product performance above all else. We started by prioritizing the needs of textured hair like mine, along with other types and textures that need more moisture and strength.
Ingredient-Driven Collection
Bioactive Keratin Ferment is formulated with bioactive keratin that is ethically sourced natural wool protein made bioavailable for easy penetration mimics keratin in human hair and delivers a deep protein infusion; lactobacillus ferment and honey, which acts as a humectant, activates the fermentation, and provides essential hydration.The Clarifying Shampoo & Scalp Scrub contains organic purple willow bark, tea tree oil, microcrystalline cellulose, exfoliating acids and niacinamide. Based on a third-party consumer research study of 36 participants over a 4-week period with four uses of the product, 97% agree their scalp looks and feels healthier, 97% agree their scalp felt revived and refreshed, 97% agree it removed buildup, oil and residue and 94% agree that the scalp was more hydrated.
Reconstructing Treatment Mask contains the brand's Bioactive Keratin Ferment, hydrolyzed rice and wheat protein, sea buckthorn oil, squalene. It is said to be clinically tested to reduce damage and improve strength and shine after one use.
The Fermented Rice & Rose Protein Ritual—which combines hydrolyzed rice protein, eose powder, honey, green tea leaf extract, fermented rice powder and biotin—is said to make hair 3x more resistant to breakage, improving length retention and reveal smooth, silky hair that is 2x shinier, according to third-party clinical laboratory using hair tresses.
The treatment is designed to be made in the line’s “Ritual Shaking Vessel.”
Knowles Salon Knowledge
Knowles-Carter acknowledged her changing styles as a guide to the collection’s direction.“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 haircare industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides.”
Knowles-Carter’s passion for haircare is came from her family; she grew up sweeping hair in her mother’s salon.
“In my own experience serving clients, I loved witnessing the joy they felt watching their hair grow healthier, shinier, and more vibrant,” said Tina Knowles, Knowles-Carter’s mother, who is serving as vice chairwoman of Cécred. “I have personally witnessed how these products have stopped breakage in its tracks. I’ve seen the transformations from using these products on all different hair types and textures and the results have been amazing.”
Knowles-Carter’s decades-long career shaped her expertise in maintaining hair health while navigating the coloring, high-tension styles, hair adhesive, sweat, and build-up generated by her life as a performer. Her experiences inspired Cécred to “redefine” keratin recovery science with its Bioactive Keratin Ferment: a patent-pending technology made from wool-derived keratin, honey, and lactobacillus ferment. Enhanced by the ancient process of fermentation, the keratin proteins are small enough to penetrate deep into the cortex of each strand, closely matching and replacing depleted proteins to visibly repair and strengthen weak or damaged hair. Formulated without silicones which mask damage with an artificial coating, Cécred products deliver moisture and visible strength for a healthy foundation.
“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 haircare,” said Cécred CEO Grace Ray. “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 haircare industry. I'm honored to join the other brands working to change conversations around haircare.”
Salon Advocacy & Philanthropy
Cécred is partnering with Knowles-Carter’s philanthropic foundation, BeyGOOD, to create the BeyGOOD x Cécred Fund, which 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 businessgrants.