I Tried Beyoncé's New Hair Care Brand Cécred—And My Hair Looks Like Glass

"Why is Beyoncé launching a hair care brand?" That's been the million-dollar question amongst critics since she dropped a teaser on Instagram in May 2023. Some of the cynical feedback is fair, as new celebrity beauty brands continue to rapidly emerge (many overpromising and underdelivering). However, much of the discourse fails to consider that stepping into the hair care industry is as natural to her as performing on global stages (in other words, it makes sense).

Beyoncé's mother, Tina Knowles, worked as a hairstylist, and the multihyphenate grew up in her salon in Texas. Not to mention, Queen Bey's hair journey has been on full display throughout her nearly three decades in the entertainment industry. She's experimented with color and worn every style imaginable—from wigs to weaves to braids—all while prioritizing the health of her natural hair. These experiences built the foundation for Cécred, an inclusive line offering performance-driven, expert-vetted products and honoring global traditions.

Ahead of the launch, I was able to hear from the Cécred team firsthand about the vision for the brand and experience the products via a comprehensive salon appointment. Learn more about Beyoncé's new hair care brand below.

The Brand

Tina Knowles—Cécred's vice chairwoman—vividly recalls spending time in her salon, mixing several hair care products with natural oils and butters to create what her clients needed. Cécred brings her days of concocting healthy hair potions full circle. The brand is a physical manifestation of her and Beyoncé's years-long desire to combine haircare traditions from across the globe with patent-pending technology and innovative ingredients.

"In my own experience serving clients, I loved witnessing the joy they felt watching their hair grow healthier, shinier, and more vibrant,” Knowles said in a press release. “I have personally witnessed how these products have stopped breakage in its tracks. I’ve seen the transformations from using these products on all different hair types and textures, and the results have been amazing."

For six years, Beyoncé and her mother have worked behind the scenes with a team of accomplished hairstylists (Neal Farinah is the brand's lead global stylist), trichologists (Dr. Kari Williams is the head of education), industry leaders (former Milani exec Grace Ray is the CEO), and scientists to develop Cécred. Together, they implemented rigorous salon, lab, and clinical testing to ensure the brand's products benefit all hair types and hair states (from color-treated to heat-styled).

"The journey of creating Cécred has taken years, and I’m so proud to finally reveal what we’ve been working on," Beyoncé shared in a press release. “As a Black founder, it was important to me to concentrate on where I saw the greatest need for healthy haircare and to place scientific innovation and product performance above all else. We started by prioritizing the needs of textured hair like mine, along with other types and textures that need more moisture and strength."

She continued, stating, "My entire life and career, I’ve worn my hair in so many different ways: natural, flat-ironed, braids, colored, weaves, wigs. I want everyone to have the freedom to express their hair in ways that make them feel good, so I began by creating the essentials for hair and scalp health. My vision is to be an inclusive force of excellence in the haircare industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides.”

Cécred is powered by a number of oils, butters, fermented rice water, and tech-forward ingredients. The star of the show, however, is its patent-pending bioactive keratin ferment—comprised of bioactive keratin, lactobacillus ferment, and honey. This complex is designed to deeply penetrate your hair's cortex and replace depleted proteins. In turn, it helps strengthen damaged and highly manipulated hair. According to the brand, in a third-party clinical laboratory test, results found the bioactive keratin ferment restores hair's shine, makes the hair two times more resistant to breakage, and makes the hair two times smoother.

Beyond crafting powerhouse products, the Cécred team is also focused on making an impact. The brand is partnering with Beyoncé's foundation, BeyGOOD, to create the BeyGOOD x Cécred Fund. Every year, the fund will contribute $500K toward cosmetology school scholarships and salon business grants to ensure the professional stylist community is supported.

More Beauty

The Products

The brand is debuting with eight products, dubbing the edit "The Foundation Collection." It contains everything needed to cleanse, condition, and repair your hair so you can confidently style it in any way you choose. All the products are cruelty-free and retail for under $55, and most are infused with a signature temple oud fragrance.

• Clarifying Shampoo & Scalp Scrub ($38): This isn't your run-of-the-mill clarifying shampoo. It boasts cleansing and exfoliating properties—thanks to ingredients like organic purple willow bark, tea tree oil, and niacinamide. It effortlessly removes buildup and residue without over-stripping your scalp or hair.

• Hydrating Shampoo ($30): If you're looking for a luxe hydrating shampoo, this one is perfect. The formula pairs the bioactive keratin ferment with African oils, hyaluronic acid, hydrolyzed rice protein, hyssop extract, and a phyto-collagen complex. The resulting blend will leave your hair feeling nourished and strong.

• Moisturizing Deep Conditioner ($38): If your hair is craving moisture, reach for the Moisturizing Deep Conditioner. The buttery, rich treatment revives, softens, and defines dehydrated hair. It's infused with bioactive keratin fermen, hyssop oil, African oils, and a blend of shea and murmuru butter.

• Reconstructing Treatment Mask ($42): This mask was made for those experiencing damage from coloring, chemical treatments, or heat styling. It taps bioactive keratin ferment, hydrolyzed rice and wheat protein, sea buckthorn oil, and squalane to help repair the hair. After one use, you can expect stronger, shinier hair.

• Fermented Rice & Rose Protein Ritual ($52, 4 treatments): Fermented rice water treatments have long been used in Asian cultures to promote hair strength and length retention. However, as the countless DIY tutorials on TikTok have demonstrated, fermentation takes days. The Fermented Rice & Rose Protein Ritual offers an instant way to experience the beloved hair care practice. The two-part treatment includes a fortifying Fermented Rice & Rose Protein Powder packet, meant to be dissolved in 24 ounces of warm water and poured over hair. To make mixing the Fermented Rice & Rose Protein Powder easier, Cécred created a custom Ritual Shaking Vessel ($20). The second step of the routine is the Silk Rinse, which makes the hair feel ultra-soft. You can use this dual treatment every four to six weeks after shampooing but before conditioning.

• Moisture Sealing Lotion ($38): The classic hair lotion just got an upgrade. This one helps lock in moisture, fight frizz, seal split ends, and provide a soft hold. Plus, it can be used on damp or dry hair. It's enriched with hyssop extract, African oils, frankincense, phyto-collagen complex, and phyto-seal complex.

• Nourishing Hair Oil ($44): To add a natural shine and seal in moisture, use the Nourishing Hair Oil. It's formulated with bioactive keratin ferment, African oils, sea buckthorn oil, and hyssop extract.

My Review

In early February, I arrived at Neal Farinah Salon in Brooklyn for the Cécred press preview, sporting my curls and ready to learn all about the brand. After chatting with the Cécred team about the products, it was time for my salon appointment to begin. It started with a consultation and scalp analysis performed by Dr. Williams. As she moved her camera across my scalp, I saw noticeable buildup and oil. Based on these findings and my hair goals (maintaining moisture and overall hair health), she crafted a custom prescription of Cécred products.

My stylist began by first using the Clarifying Shampoo & Scalp Scrub. The packaging features a nozzle applicator, which makes it easy to apply directly to your scalp. As my stylist distributed it throughout my hair, I noticed that the formula didn't feel gritty or abrasive. Instead, the exfoliants effortlessly dissolve as they're massaged onto your scalp. After she lathered it and rinsed it out, she encouraged me to feel my hair and scalp, and I noticed that it felt more refreshed and balanced.

From there, we used the Hydrating Shampoo to impart additional moisture into my hair. It lathers nicely and provides tons of slip, making it much easier to detangle my knotted curls. Once my hair was thoroughly cleansed, it was time to use the Fermented Rice & Rose Protein Ritual. After saturating my hair with the Fermented Rice & Rose Protein Powder mixture, my stylist let it sit for five minutes. My hair felt a bit stiff as it sat on my hair, but this is expected, as this is a sign the protein is infusing into your hair. After five minutes, my stylist rinsed my hair a few times to ensure all the product was gone. Then, she followed up with the Silk Rinse and let it sit for five minutes. Once she rinsed it out, I ran my hands through my curls and was in awe of how silky smooth they felt.

To help me fully visualize how the products worked on my natural texture, my stylist ran the Moisture Sealing Lotion and Nourishing Hair Oil through my curls. The former is an incredibly lightweight moisturizing cream that melted right into my hair—helping to define my curls, enhance softness, and fight frizz. The oil felt equally weightless and added a beautiful sheen to my hair.

Because I wanted to get a silk press instead of leaving my hair in a wash and go, we rinsed my hair again using the Hydrating Shampoo before blow drying and flat ironing it. When my stylist finished, my hair looked like literal glass. It was incredibly shiny, bouncy, and weightless—and I can confidently say it's the best my hair has ever looked and felt after a silk press. After my styling session, Dr. Williams assessed my scalp once more, and there was no trace of dirt, buildup, or oil.

Needless to say, Cécred products do what they claim (and then some). Since my appointment, countless friends and family members have complimented my hair, pointing out how healthy it looks. I'm excited to continue using The Foundation Collection at home so my hair can keep reaping the benefits of Cécred.

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