Beyoncé haircare line is shattering projections at Ulta Beauty.
As AFROTECH™ previously told you, in early 2024 the “Cowboy Carter” artist launched Cécred, a science-backed and self-funded haircare brand that was six years in the making, with inspiration from her mother Tina Knowles’ salon. Its products cater to all hair types and include a clarifying shampoo, scalp scrub, moisturizing deep conditioner, and restoring hair and edge drops, which reached its first-year projections in just one month, WWD reports.
Cécred secured a retail deal with Ulta Beauty, bringing its products to 1,400 Ulta Beauty stores starting April 6, 2025. A party was held at Ulta Beauty’s Westwood location in Los Angeles, CA, to celebrate its launch with Beyoncé sharing kind words.
“I grew up in a hair salon, as most of you guys know, with my mother, and this was [our] dream,” Beyoncé said at the event, according to Glossy. “Our team worked so hard, so professional, [with] so much heart, so much creativity. And we put nothing but all of our heart and love into every detail, from the packaging to the science. We’re celebrating diversity, and we are celebrating lifting all hair types up. … We’re celebrating this sacred Sunday, because this is truly a sacred Sunday for us.”
In a news release Kecia Steelman, CEO of Ulta Beauty, commented:
“Launching Cécred exclusively at Ulta Beauty is an exciting milestone for both of us and a reflection of our commitment to partner with brands that work for everyone “From our inclusive brand assortment and best-in-class services to the passionate associates delivering unmatched experiences on our sales floor and in our salon chairs, we offer the perfect landscape to introduce this brand in a unique and engaging way. We are honored to co-create a vision that will delight our guests and drive success for both of our businesses. We’re beyond thrilled to welcome this beloved brand to Ulta Beauty stores and salons, allowing beauty lovers everywhere to discover their Cécred routine.”
Cécred’s presence at Ulta may mark the largest exclusive haircare brand launch for the retailer. It is already poised to potentially make history at the retailer after reportedly doubling its weekly projections in just one day from e-commerce sales.
“This actually could be [Ulta Beauty’s] largest launch, period, in our history, because I have a little fun fact for you,” Steelman said, according to Glossy. “I’ve been checking sales a little bit, and just our e-commerce sales today alone have already doubled what we thought we would do in an entire week.”
For Cécred, the proof is already in the pudding and its partnership with Ulta Beauty appears to be a recipe for success.
