Cécred, Beyoncé’s much-anticipated beauty line, officially hit the shelves on February 20 offering an array of products, including shampoo, conditioner, hair oil, and hair masks.
The hairline emphasizes ‘ritual’ and ‘science’ after relentless testing on several hair textures and styles for over six years, including locs, bleached, and dyed processes.
According to their website, the line uses a Bioactive keratin ferment to penetrate the hair follicle instead of sitting and building on the hair and scalp.
Beyoncé’s devoted fans were quick to showcase their excitement on social media, with some enthusiasts confessing to buying more products than initially planned.
The brand has eight products on the website, called the “Foundation Collection.” This “Foundation” plays into the ritual aspect of Cecreds’ mission, creating a strengthening base for the consumer’s haircare.
After its release, several influencers and blog editors revealed their personal experiences with the Cécred brand when attending a private salon event weeks prior.
The private sessions were hosted by Trinidadian stylist and salon owner Neal Farinah, who has worked on multiple tours with the global superstar as her hair colorist and stylist.
Allure writer, Jessica Cruel, Neal Farinah, Ms. Tina Knowles, Kari Williams, Ph.D., head educator for Cécred, and CEO Grace Ray were all in attendance at the Neal Farinah Salon in Brooklyn, NY to introduce the Foundation Collection.
Tina Knowles was hands-on in promoting the launch, trimming, and styling hair for some of those in attendance with her hairdressing expertise.
Everyone at the event was required to sign an NDA, along with agreeing not to use their phones during the duration of the event to prevent early leaks.
Cruel stated that the line ‘gives the impression of thoughtfulness and care‘ and has an earthy Oud scent that isn’t overpowering, along with providing a healthy slip that lathers generously
