Cécred

Cécred (pronounced 'sacred') is a privately held American hair care brand founded in 2024 by American singer-songwriter Beyoncé Knowles-Carter. It is self-funded and made for all hair types. After six years in development, Cécred launched in February 2024 to positive reception from critics.

Cécred became a rapid success, amassing 2 million paying customers in its first six months on the market.[1]

Background and development

Cécred is a hair care brand developed and launched in 2024 by American singer-songwriter Beyoncé Knowles-Carter.[3][4][5] The brand was developed over six years prior to its launch, which included product development and clinical, lab and salon trials.[6][7][8] The products were initially hinted at in May 2023, when Beyoncé shared an Instagram post of her tending to her natural hair[9] with a curling iron surrounded by unlabeled sample bottles.[10]

In December 2023, fans noticed Cécred product designs were silently revealed in Renaissance: A Film by Beyoncé in a scene backstage.[11][12]

On February 6, 2024, Beyoncé posted a video to social media announcing the name of the brand and the launch date, February 20. Captioned "hair is sacred", the video featured clips of a younger Beyoncé in her mother's (Tina Knowles) hair salon, as well as women with a variety of hair textures (including Beyoncé) having their hair tended to.[13][14] Tina Knowles serves as the vice chairperson of the brand.[15]

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]

Technology

Beyoncé stated that she could not find hair technology that works for all hair textures, so she funded the development of a custom bioactive keratin ferment technology for Cécred.[31] Ethically sourced natural wool protein is made bioavailable and molecular in size, mimicking keratin in human hair to repair and reinforce weak or damaged hair of the user, and to penetrate the cortex of individual hair strands.[32] The ferment is activated by infused honey and probiotic lactobacillus which also act as a humectant.[33]

"My priorities are quality and intention. It was important to decide where we invested in our formulations. I knew what I wanted to do, with technology that works for all women and all textures, because I had not been able to find it. I built this from the ground up and funded it myself. First, I had to find the right team with the best experience who also shared my beliefs. This business was led by heart and passion, not by a business plan. We went above and beyond to make decisions based on results and the absolute best science. And better results meant more investment in quality products. Every hair texture deserves testing, research and development. Black women in general are the last to be included in testing. We are often prescribed things based on studies we were not included in. It’s bigger than me, or hair. Now we have created something that celebrates healthy hair for all women, including us. I’m always honored to invest in us."

As of launch, Cécred formulas were infused with a Temple Oud fragrance, including notes of oud, Australian sandalwood, warm musk, night-blooming jasmine, Haitian vetiver and violet leaves.[6]

Critical reception

Cécred received positive reviews from critics on launch. Sarah Jossel of The Times described it as "outrageously good."[34] Carol Lee of Elle said that "the products worked their magic" and that "after just one Cécred session, my scalp and strands felt transformed."[35] Julee Wilson of Cosmopolitan was "impressed" at the launch line products' results, describing her strands as "beautifully conditioned" and claiming her silk press lasted for a week.[36] Jessica Cruel of Allure described her hair as "transformed."[9]

Bustle tested the launch products on two editors with opposite hair textures, Jordan Murray and Olivia Rose Rushing. By the end, both had integrated the products into their own personal hair routines.[37] In 2025, Ava Welsing-Kitcher of The Independent highly endorsed Cécred's reconstructing treatment.[38]

Awards

• Allure Best of Beauty Awards 2024 - Reconstructing Treatment Mask: Best Strengthening Hair Mask[39]
• Allure Best of Beauty Awards 2025 - Restoring Hair & Edge Drops: Best Scalp Serum[40]
• Allure Best of Beauty Awards 2025 - Parting Tail Comb: Best Comb[40]
• AskMen Grooming Awards 2025 - Nourishing Hair Oil: Best Hair Oil[41]
• BeautyMatter Next Awards 2024 - Best Product Packaging Design (Brands)[42]
• BeautyMatter Next Awards 2024 - Best Breakthrough Beauty Brand[42]
• Bustle's Most Wanted Awards 2024 - Clarifying Shampoo & Scalp Scrub: Best Scalp Remedy[43]
• Byrdie Beauty Awards 2024 - Moisturizing Deep Conditioner: Best Hydrating Conditioner[44]
• Byrdie Breakthrough Beauty Award 2024 - Fermented Rice & Rose Protein Ritual: Hair Health Breakthrough[45]
• Byrdie Beauty Awards 2025 - Restoring Hair & Edge Drops: Best Hair Growth Serum[46]
• Communication Arts Design Awards 2024 - Best Packaging[47]
• Cosmopolitan Holy Grail Beauty Awards 2024 - Fermented Rice & Rose Protein Ritual: Best Hair Care Game Changer[48]
• Cosmopolitan Holy Grail Beauty Awards 2025 - Moisturizing Deep Conditioner: Best Deep Conditioner[49]
• Cosmopolitan Summer Beauty Awards 2024 - Hydrating Shampoo & Moisturizing Deep Conditioner: Best Moisturising Hair Wash Duo[50]
• Ebony Beauty & Grooming Awards 2024 - Hydrating Shampoo: Best Hydrating Shampoo[51]
• Elle UK Future OF Beauty Awards 2024 - Moisture Sealing Lotion: Winner[52]
• Elle UK Future OF Beauty Awards 2024 - The Most Cutting Edge Products of the Year- Nourishing Hair Oil: Winner[53]
• Elle Future OF Beauty Awards 2025 - Restoring Hair & Edge Drops: Best Hair Serum[54]
• Glamour Magazine Beauty & Wellness Power List Awards 2024 - Hydrating Shampoo & Moisturizing Deep Conditioner: Best Shampoo & Conditioner For Afro Hair[55]
• Glamour Magazine Beauty & Wellness Awards, The Best Curly and Coily Hair Products of 2025 - Reconstructing Treatment Mask: Best Luxury Hair Mask for Curls and Coil[56]
• Glamour Magazine Beauty & Wellness Awards, The Best Curly and Coily Hair Products of 2025 - Nourishing Hair Oil: Best Hair Oil[56]
• GQ Grooming Awards 2024 - Nourishing Hair Oil: The Best Hair Stylers[57]
• Harper’s Bazaar's Beauty Best of the Best Awards 2024 - Fermented Rice & Rose Protein Ritual: Best For Damaged Hair[58]
• Harper’s Bazaar's Beauty Best of the Best Awards 2025 - Nourishing Hair Oil: The Best Hair Oil[59]
• Harper's Bazaar Hair Awards 2026 - Detangling Spray: One The 55 Best Hair Products of 2026[60]
• Hypebae Beauty Awards 2024 - Nourishing Hair Oil: Winner[61]
• Marie Claire Skin and Hair Awards 2024 - Reconstructing Treatment Mask: Best New Black-Owned Hair Brand[62]
• Marie Claire Skin and Hair Awards 2025 - Restoring Hair and Edge Drops: Best Edges Product[63]
• Marie Claire UK Hair Awards 2025 'Relaxing Rituals' category - Nourishing Hair Oil: Best Hair Oil[64]
• Melanin Beauty Awards 2024 - Top Black Owned Hair Brand/Best Haircare Collection[65]
• Melanin Beauty Awards 2025 - Moisturizing Deep Conditioner: Winner[66]
• Melanin Beauty Awards 2025 - Detangling Spray: Winner[66]
• Melanin Beauty Awards 2025 - Hydrating Shampoo For Dry Hair: Winner[66]
• Refinery29 Beauty Innovator Awards 2024 - Clarifying Shampoo & Scalp Scrub: Winner[67]
• Refinery29 Beauty Innovator Awards 2026 - Scalp Refreshing Spray: Winner[68]
• SELF Healthy Beauty Awards 2024 - Hydrating Shampoo: Best Shampoo for Curly Hair[69]
• SELF Healthy Beauty Awards 2024 - Moisturizing Deep Conditioner: Best Deep Conditioner[69]
• Shop TODAY Hair Awards 2025 - Restoring Hair & Edge Drops: Winner[70]
• Shop TODAY Beauty Awards 2025 - Clarifying Shampoo & Scalp Scrub: Best 2-in-1 Scalp Treatment[71]
• Tatler Beauty Awards 2024 - Hydrating Shampoo: Best For Hydration[72]
• TZR Beauty Groundbreakers Awards 2025 - Reconstructing Treatment Mask: Best Treatment For Curly Hair[73]
• TZR Beauty Groundbreakers Awards 2025 - Nourishing Hair Oil: Best Styling Product For Curly Hair[73]
• Vogue Beauty Awards 2024 - Moisture Sealing Lotion: The Textured Hair Hero, Runner Up[74]
• Vogue Beauty Awards 2025 - Restoring Hair & Edge Drops: Highly Commended[75]
• WWD Beauty Inc Awards 2025 - Brand of the Year, Prestige[30]
• Women's Health Beauty Awards 2024 - Reconstructing Treatment Mask: Best Hair Mask[76]
• Women's Health Beauty Awards 2025 - Restoring Hair & Edge Drops: Best Edge Product[77]

External links