Cécred

Beyoncé Knowles-Carter spent six years developing Cécred before its launch on February 20, 2024. She tested formulas on her own hair and worked with scientists and trichologists to create a line that works across all textures, curly, coily, straight, and wavy. The name blends "sacred" and "ceremony," reflecting her belief that hair care is a personal ritual. The brand is entirely self-funded, giving Beyoncé full control over product development, pricing, and marketing.

The initial collection includes eight products: a moisturizing shampoo and deep conditioner, a clarifying shampoo with salicylic acid and volcanic rock, a fermented rice and rose protein ritual inspired by traditional Asian practices, a reconstructing treatment mask, a hair oil with African black seed oil, an edge gel, and a hair perfume. Prices range from $28 for shampoo to $52 for treatments. In late 2024, Cécred added a ceramic hairbrush and a microfiber towel, with rumors of a styling tool line in development for 2026.

Marketing focuses on inclusivity and science. The launch campaign featured a short film directed by Beyoncé showing women from different cultures performing hair rituals. The brand relies on social media, influencer partnerships, and press coverage in Vogue and Allure rather than traditional ads. A partnership with the BeyGOOD Foundation donates a portion of sales to hair care education in underserved communities.[edit]