Launch and beyond
Cécred launched on February 20, 2024, with a foundation collection of eight products "inspired by hair rituals from global cultures [...] featur[ing] an array of butters, oils, honey, and fermented rice water to nourish hair that cleanse[s], condition[s], and visibly repair[s]."[16] On the day of launch, Cécred established an annual grant in collaboration with Beyoncé's charity foundation BeyGood, to provide financial support to cosmetology students and professional hair stylists within the beauty industry.[17] $500,000 is allocated annually to fund cosmetology school scholarships and salon business grants across five cities chosen for their large, diverse community of hair stylists: Atlanta, Chicago, Houston, Los Angeles and Clementon.[18] The Cécred launch event took place in the evening on February 20, with Beyoncé and her mother Tina talking about how "[Cécred was] something we spoke about — a dream — since Destiny's Child first started out with the 'Bills, Bills, Bills' video. We talked about creating a sacred space."[19]
On April 21, 2024, Beyoncé shared a video using the products to tend to her own hair to her social media, saying that "maintaining 25 years of blonde on natural hair, through all the experimenting I do, has played a huge part in developing [Cécred] products. It’s the hardest to keep color-treated hair healthy and strong, but [Cécred] is here. All quality, with no shortcuts. [...] I’m proud of the ingredients, I'm proud of the way it's making people feel. I’m proud that it’s not one-dimensional and that it’s for multiple textures.”[20]
On August 1, 2024, Cécred began post-launch products.[21] A scented candle was released on October 15, 2024 alongside two new kits.[22] On November 29, 2024, Cécred-themed hoodies were released.[23] On August 25, 2025, a Lapis-colored 'Protection' collection tailored to easing the takedown of protective hairstyles and extensions was launched.[24][25]
To commemorate the brand's one year anniversary, Cécred partnered with Ulta Beauty to bring the collection to its 1,400 locations, beginning April 6, 2025.[26] Within just one day in stores, they had doubled their weekly sales projections.[27] In December 2025, Robyn-Melissa Watkins, Ulta Beauty's Head of Development, announced that it was officially the number one prestige hair brand launch in Ulta Beauty History.[28]
As of August 2025, Cécred sells one 'Restoring Hair & Edge Drops' serum every sixteen seconds, having garnered a waitlist of more than 100,000 consumers for the product.[29] This gives the product alone a run rate upwards of $100 million.[30]
