*Beyoncé and her mother, Tina Knowles, shared a new promotional video for the Cécred haircare line, celebrating its debut at Ulta Beauty.
The Instagram video, posted on a Sunday, shows Beyoncé applying the brand’s $44 nourishing hair oil to her lengthy blonde tresses. She then handed the bottle to her mother, who serves as the vice chairwoman of Cécred. Ms. Tina passed the oil to other staff members, symbolizing a relay that concluded with the product landing on an Ulta Beauty shelf.
The caption announced the line’s availability at Ulta Beauty stores and online: “Operation get @cecred at @ultabeauty is officially COMPLETE, with the help of the big boss and founder, @beyonce!”
Cécred launched in 2024 and offers an array of haircare products like a $31 Hydrating Shampoo, a $38 Clarifying Shampoo & Scalp Scrub, and a $39 Moisturizing Deep Conditioner.
Watch the new promo clip for Cécred haircare line below.
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As we reported previously, Beyoncé is not the first celebrity to recently enter the world of hair care. In 2019, Tracee Ellis Ross launched Pattern, a now-award-winning natural hairline focused on “curl-conscious and textured” customers. Two years later, “Friends” star Jennifer Aniston – whose shiny, face-framing layers became known as “The Rachel” haircut on TikTok – launched a line of vegan and cruelty-free hair products called LolaVie.
“There is power in community, and I saw that growing up the daughter of a salon owner,” Beyoncé told Harper’s Bazaar in 2021. “I was exposed to so many entrepreneurial women that I admired. Doctors, business owners, artists, teachers, mothers — they all came through my mom’s salon. I saw firsthand how a salon can be a sanctuary for women.”
“I’ve seen how much Black women’s emotions are attached to our hair and beauty,” Bey added. “The beauty industry does not always understand these emotions and what we need. I want to build a community where women of all races can communicate and share some of those secrets, so we can continue to support and take care of each other. I want to give women a space to feel their strength and tell their stories. That is power.”
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