Cécred, Beyoncé's new hair care brand
On 13 February, as she unveiled Texas Hold’em and 16 Carriages, two new songs from her forthcoming album, Beyoncé also announced the creation of Cécred, her range of hair products. A campaign video interspersed with family archives featuring Tina Knowles-Lawson, her mother, who inspired the creation of the brand, among other things. The Cécred range, a contraction of Beyoncé’s “Cé” and “sacred”, was unveiled to the general public on 20 February.
 
 

A COMPLETE RANGE

Eight products are now available on the cécred.com website: a clarifying shampoo and scalp scrub, a replenishing mask, a hydrating shampoo, a deep moisturising conditioner, a moisturising lotion, a nourishing hair oil, a ritual treatment based on fermented rice and rose, and a bottle for mixing the treatments together. A detailed quiz on the brand’s website promises to guide each user towards the treatments best suited to their specific needs, taking into account criteria such as porosity, density and the general condition of the hair.
 
Another reason why this new range stands out is that it aims to fill a gap in the hair care market for textured hair. Since the launch, eight products can now be found on the cecred.com website: a clarifying and exfoliating shampoo with gentle exfoliants and tea tree oil, a replenishing mask, a hydrating shampoo, a deep moisturising conditioner, a moisturising lotion, a nourishing hair oil, a ritual treatment with fermented rice and rose, and a bottle for mixing the treatments together. 

A FAMILY AFFAIR

Cécred refers directly to the philosophy of this new cosmetics brand, dedicated to all hair types and aiming to revolutionise the market. How do they do it? By combining rituals handed down from generation to generation with patented technology. “I grew up sweeping hair in my mother’s salon,” explains Beyoncé Knowles-Carter. “That’s a big part of who I am. I saw how she transforms hair by mixing everyday products with textured hair care. It’s always been a dream of mine to create these hair products and bring some of my mother’s teachings to life.” that’s mainly because her mother, Tina Knowles, used to run her own hair salon. But that’s not all. “From my childhood spent in my mother’s hairdressing salon, to my father applying oil to my scalp to treat my psoriasis, those moments were sacred to me,” she confides. It was in tribute to all this that the 42-year-old singer decided to name her skincare range Cécred, a contraction of the last syllable of her first name, “Cé”, and “sacred”. 
 
 

A SLEEK DESIGN

In terms of looks, Bey. has gone for a very quiet luxury and trendy aesthetic. The design is pure, rounded, sober and elegant. Cécred is clearly a top-of-the-range product, with medium to high prices (expect to pay €28.95 for the 236 ml moisturising shampoo). European customers in particular are likely to notice the difference. Expect to pay around €30 for postage. The brand is set to launch a whole range of accessories, sheets, clothes and sleep masks. In the world of luxury, the devil is often in the detail, and Cécred is no exception. Beyond the aesthetics, it’s the content that’s seductive: shampoos, conditioners, styling lotions, oils and masks designed for all hair types. The moisturising shampoo, for example, combines black cumin oil, argan oil, baobab oil, vitamin E, lactic acid and hyaluronic acid in an alcohol-, paraben- and silicone-free formula. Finally, the presence of glycerine as the third ingredient is bound to make you smile, a natural moisturiser whose effectiveness is well established. And while the price of €28.95 for 236 ml puts this product in the mid-to-high price range, the label promises an affordable luxury experience, true to Beyoncé’s reputation as a perfectionist.

 

 

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