Beyoncé has announced that on February 20, she will introduce a hair care brand.
A temporary projection screen plays clips from childhood films, including Beyoncé strolling about the salon floor in a pink tracksuit and Tina Knowles getting suited up for the occasion and waving to the camera while holding her little daughter, who has a big afro. Beyoncé shared the brand name Cécred along with the statement, “Hair is sacred.”
The old footage of her family includes clips of silk presses, hair washing, and braiding. One of the first music videos that Destiny’s Child shot was for their first number one song, “Bills, Bills, Bills,” (1999). The video told the story of a disillusioned, independent woman who joyfully broke off the deadweight of her partner. Tina Knowles had a significant influence on her daughter’s career. The setting was a hair salon.
“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,” she told the magazine. “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 own strength and tell their stories. That is power.”
Although Cécred’s product lineup is still unknown, the company is authorized to produce hair care products, candles, vitamin supplements, electric hair stylers, combs, hair accessories, pillowcases, and four other categories of goods and services according to a trademark request submitted in the summer of 2022.
Although the debut date is quickly approaching, ardent Beyoncé fans may remember that she announced this project in May of last year, sharing with her Instagram followers how she observed her mother at work: “I’ve always wanted to carry on her legacy because I’ve learned so much on my hair journey.”
Beyoncé isn’t the only famous person to just go into the hair care industry. The award-winning natural hair brand Pattern was introduced by Tracee Ellis Ross in 2019 with a target market of “curl conscious and textured” individuals. Two years later, Jennifer Aniston, star of “Friends,” who gained notoriety on TikTok for her glamorous, face-framing layers and hairstyle known as “The Rachel,” introduced a line of cruelty-free and vegan hair products called LolaVie.