Cécred is expanding.
Beyoncé founded the award-winning, science-backed haircare brand for all hair types with help from her mother, Tina Knowles, as well as CEO Grace Ray, who has experience at Smashbox and L’Oréal. The venture was self-funded, an intentional decision by Beyoncé from the outset, which made way for building a research laboratory and a Los Angeles-based test salon at Cécred’s headquarters, Vogue Business reports.
Cécred conducted research for six years before its official launch in 2024.
“When we decided to [start] the brand, one of the decisions that Beyoncé was adamant about was that she didn’t want anybody telling her: ‘You spend too much on research and development [R&D], you spend too much on testing, or you need to take in money for this,’” Knowles said, according to Vogue. “She was adamant about funding her brand, and not having someone tell her what she couldn’t do or limiting the resources when it came to R&D. We did what we knew was right, we followed our gut, and it worked out.”
As AFROTECH™ previously reported, Cécred’s carries products such as Clarifying Shampoo and Scalp Scrub ($38), Moisturizing Deep Conditioner ($38), Fermented Rice and Rose Protein Ritual ($52), Nourishing Hair Oil ($44), a patent-pending Bioactive Keratin Ferment, and hair perfume.
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“Our products are unique because they focus on need states,” Ray told Vogue Business. “Instead of going after cosmetic improvements on the hair, we focus on the root cause of good hair health.”
Cécred ships directly to consumers, or customers can purchase from Ulta Beauty. With hair care accounting for 20% of Ulta Beauty’s Q2 net sales, Cécred is a top performer in its prestige haircare category, the outlet reports. In particular, its Restoring Hair and Edge Drops are the top-performing prestige haircare products.
Regarding the “explosive viral demand” of Cécred, Ray told Vogue Business, “It’s been challenging and exciting moving into massive retail scale, because it requires an entirely different set of operational muscle, from supply chain execution to in-store programming.”
Ray also noted that Cécred’s overall revenue is “exceptional.”
Expanding To U.K.
Now, customers in the U.K. can experience the brand for themselves. On Sept. 22, Cécred will debut on 90 Space NK store shelves and on the beauty retailer’s website. This marks Cécred’s first physical retail launch beyond the U.S., per Vogue Business.
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“Throughout my years performing in the UK, I’ve seen the most beautiful diversity in people, hair types, and hairstyles,” Beyoncé told the outlet. “Cécred is built on the ethos that no matter your hair type or texture, from straight to coily, you can show up however you choose. I’m so proud to bring a brand that supports such inclusivity to the UK.”
Knowles commented:
“I would love to see Cécred all over the world. The dream is everyone can access and use the product and it becomes a household [name].”
