Though the media embargo on Cécred wasn’t exactly water-tight (leaked by everyone
from Trevor Noah to the investigative sleuths at some of our nation’s finest media
outlets), Beyoncé Knowles-Carter’s buzzed-about haircare line is finally official official.
Teased on February 6 via a series of videos on the 149k follower-strong Cécred IG
account, along with Knowles-Carter’s own “Texas Hold ‘Em”-packed ‘Gram grid and the
Cécred website, the curtain just lifted on the eight-item Foundation Collection.
And in a shock to exactly no one, the range of shampoos, conditioners and something
called a “Ritual Shaking Vessel” is visually stunning. With packaging that’s
simultaneously rough-hewn and sleek in an Axel Vervoordt kind of way, these are
bottles and jars that will have pride of place on your shower shelf.
But more importantly, they’re powered by a keratin-based “recovery” complex and may
actually deliver on their promise to strengthen strands. Bonus: the clinically tested
collection is laced with a sultry proprietary scent called Temple Oud.
In the run-up to the launch of Cécred, which has been in development for several years,
Knowles-Carter has been mining her hair history on social media, including her deep
connection to her mother Tina Knowles’s Headliners salon in Houston. While it’s hard to
picture it now, Bey says she “got her start” there sweeping hair.
The site of many a pre-fame Destiny’s Child performance, Headliners was also the
throwback setting for Cécred’s teaser videos.
In those clips, we learn that Cécred, which was inspired by global cultures and
traditions, works for gals and guys, and for locks that span the texture spectrum from
stick-straight to super coily. In other words, it’s for every human and every head of hair.
With Cécred, Beyoncé isn’t exactly entering an untapped market.
Here are five celebs who got to the shampoo bowl before her.
Flawless by Gabrielle Union
The Backstory: Co-founded by Union and celebrity hairstylist Larry Sims in 2020,
Flawless has a dual mission of helping customers nail their ideal regimen of texture-
specifics products while pumping tresses with super-hydrating, natural ingredients like
Brazilian bacuri butter and lilac leaf extract.
The Highlight Reel: Not only were Union and Sims featured on the cover of The
Hollywood Reporter’s 2023 beauty issue, Flawless has scooped up a massive amount
of trophy hardware. From O, Essence and Glamour mags to the buzzy websites Her
Campus and Naturally Curly, the brand’s expertise in corralling coils has not gone
unrecognized.
JVN by Jonathan Van Ness
The Backstory: Known for his own lush locks, hairstylist and Emmy-winning Netflix star
Van Ness launched his brand exclusively at Sephora in 2021. Hyper dialed-in to clean
ingredients and sustainability, the formulas are housed in “infinitely recyclable”
aluminum and glass bottles, jars and tubes.
The Highlight Reel: JVN collected 15 awards in its first year alone and went on to nab
another 25 more recently, including the coveted Allure “Best of Beauty.” And it’s not just
on his own home turf that Van Ness is nabbing kudos; several of his awards were
scored outside the United States.
LolaVie by Jennifer Aniston
The Backstory: Even if you never really understood the hype around “The Rachel,”
Aniston’s current-day sun-kissed layers have oodles of fans. Claiming to love poring over medical journals when she isn’t going about the business of being an A-lister, Aniston is laser-focused on every nook and cranny of her plant-based, cruelty free brand.
The Highlight Reel: While Aniston’s top seller is a staple on every “best detangler” list
out there, her insistence on using bamboo essence in place of standard H2O also gets
a lot of media love. Water, which looms large in hair products as filler, is in increasingly
short supply around the globe. In contrast, bamboo is highly renewable and regenerates
from its own roots.
Pattern by Tracie Ellis Ross
The Backstory: A force on the black-owned beauty brand front, Pattern, which turns
five this year, has churned-out hit after hit. Of course it helps that super stylish Ross has
one of the best heads of hair on the planet and doesn’t mind stepping in as a model
from time to time.
The Highlight Reel: Far more than just shampoos, conditioners and styling products,
Pattern is developing a chic range of must-have tools and accessories. Its four-piece
tortoise collection and knockout of a blowdryer, in a breaks-the-rules sandy hue, are
cases in point.
TPH by Taraji Henson
The Backstory: Cleverly named products and quality formulas at a stellar price are the
calling cards of this brand, which made its debut in 2020. A staunch advocate for mental
wellness, Henson tries to weave self-care moments into beloved offerings like Serene
Queen and Never Salty scalp scrub.
The Highlight Reel: On top of massive retail expansion and a move into the body care
category, TPH’s first-ever red carpet sponsorship of the Emmy Awards in January
boosted its profile exponentially.
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