Cécred

Cécred (pronounced 'sacred') is a privately held American hair care brand founded in 2024 by American singer-songwriter Beyoncé. 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.

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

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

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 mom's hair salon, as well as women with a variety of hair textures (including Beyoncé) having their hair, tended to.

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]." 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. $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. The Cécred launch event took place in the evening on February 20, with Beyoncé and her mother 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."

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.”

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. 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. The ferment is activated by infused honey and probiotic lactobacillus which also act as a humectant.

"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.

Critical reception
Cécred received positive reviews from critics on launch. Sarah Jossel of The Times described it as "outrageously good." Carol Lee of Elle said that "the products worked their magic" and that "after just one Cécred session, my scalp and strands felt transformed." 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. Jessica Cruel of Allure described her hair as "transformed."

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.

Accolades

 * Bustle's Most Wanted Awards 2024 - Clarifying Shampoo & Scalp Scrub: Best Scalp Remedy
 * Byrdie Beauty Awards 2024 - Moisturizing Deep Conditioner: Best Hydrating Conditioner
 * Cosmopolitan Holy Grail Beauty Awards 2024 - Fermented Rice & Rose Protein Ritual: Best Hair Care Game Changer
 * Cosmopolitan Summer Beauty Awards 2024 - Hydrating Shampoo & Moisturizing Deep Conditioner: Best Moisturising Hair Wash Duo
 * Elle UK Future OF Beauty Awards 2024 - Moisture Sealing Lotion: Winner
 * Financial Times Best New Beauty Products For Summer 2024 - Moisturizing Deep Conditioner
 * Glamour Magazine Best Hair Oils For Growth And Shine 2024 - Best Hair Oil For Intense Hydration
 * Harper's Bazaar Best Protein Treatments 2024 - Fermented Rice & Rose Protein Ritual: Best Treatment For Freshly Coloured Hair
 * InStyle The Best Hair-Care Products of 2024 - Fermented Rice & Rose Protein Ritual: Best Strengthening Treatment
 * Marie Claire Skin and Hair Awards 2024 - Reconstructing Treatment Mask: Best New Black-Owned Hair Brand
 * ONE37pm Best Curly Hair Products For Men 2024 - Reconstructing Treatment Mask: Best Hair Mask
 * SELF Healthy Beauty Awards 2024 - Hydrating Shampoo: Best Shampoo for Curly Hair
 * SELF Healthy Beauty Awards 2024 - Moisturizing Deep Conditioner: Best Deep Conditioner
 * The Cut 2024 - Clarifying Shampoo & Scalp Scrub: The Best Detoxifying Shampoo
 * Vogue 2024 - Clarifying Shampoo & Exfoliating Scalp Scrub: Best Scalp Scrub
 * Vogue 2024 - Moisture Sealing Lotion: Best Lotion for 3A Hair
 * Vogue Beauty Awards 2024 - Moisture Sealing Lotion: The Textured Hair Hero, Runner Up
 * Woman & Home Magazine Best Shampoos For Afro Hair 2024 - Hydrating Shampoo: Best Shampoo For Porous Afro-Textured Hair
 * Women's Health Beauty Awards 2024 - Reconstructing Treatment Mask: Best Hair Mask