Beyoncé Knowles-Carter Introduces Cécred.

21 Feb

Beyoncé Knowles-Carter's new haircare line, Cécred, pays homage to global traditions while providing the benefits that hair desires: advanced technology, sensual luxury, visible strength, moisture, and shine, and fortifying protein and rich conditioners. The line is currently pending a patent. An assortment of hair-nourishing butters, oils, honey, and fermented rice water are featured in the products, which draw inspiration from hair rituals from throughout the world. A set of eight items designed to wash, condition, and restore the skin noticeably makes its debut in Cécred's Foundation Collection.

"The journey of creating Cécred has taken years, and I'm so proud to finally reveal what we've been working on," says Cécred founder and chairwoman Beyoncé Knowles-Carter. "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 prioritising the needs of textured hair like mine, along with other types and textures that need more moisture and strength. My entire life and career, I've worn my hair in so many different ways: natural, flat-ironed, braids, coloured, weaves, and 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."

Experience is the source of Knowles-Carter's devotion to haircare. She witnessed her mother Tina Knowles' meticulous combination of technologically advanced products with all-natural butters and oils as a child cleaning hair in the salon. In her new role as vice chairperson at Cécred, Knowles brings with her four decades of experience in the hairdresser, salon owner, and business world.

"In my own experience serving clients, I loved witnessing the joy they felt watching their hair grow healthier, shinier, and more vibrant," says Knowles. "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."

Over the course of her decades-long career, Knowles-Carter mastered the technique of keeping her hair healthy in the face of the many challenges that performers face, including dyeing, high-tension styles, hair glue, perspiration, and buildup. In response to her story, Cécred developed the Bioactive Keratin Ferment, a patent-pending process that uses keratin obtained from wool, honey, and lactobacillus ferment, to reimagine the science of keratin recovery. Keratin proteins, which have been refined through an old fermentation process, are tiny enough to reach the cortex of every hair strand, where they may visually restore and fortify weak or damaged hair by closely matching and replacing lost proteins. The Cécred line of products provides hydration and apparent strength for a healthy base without the use of silicones, which hide damage with an artificial covering.

Cécred will not rest until they have conquered the problems of moisture retention, strength, and hair health through years of study and experimentation. Ignoring industry standards and only collaborating with international laboratories that place an emphasis on inclusive testing, they undertook comprehensive clinical, salon, and laboratory testing. A variety of hair solutions that are performance-driven, expert-vetted, and validated have been developed as a consequence of this intensive research and development. These solutions are useful for hair types ranging from straight to coily, as well as for virgin, dyed, chemically treated, and heat-styled hair, all of which require additional moisture and strength. The testing and development of all future Cécred lines are centred around this principle, which is fundamental to the Foundation Collection.

"It's a once-in-a-lifetime experience to work with a founder of Beyoncé's global reach and raw talent to change the narrative in haircare," says Cécred CEO Grace Ray. "It's gratifying to help build an inclusive brand that has benefits for a wide range of hair types and textures. Cécred is a union of visual storytelling, education, and performance, and we are uniquely positioned to service consumers with a prestige, science-validated experience that dispels outdated norms in the haircare industry. I'm honored to join the other brands working to change conversations around haircare."

Many groups have acknowledged Knowles-Carter for her kind spirit and lengthy history of giving back to the community. Cécred must prioritise supporting the stylist community from the start, since it is a holy area where individuals share their personal hair stories with others across the world. In recognition of professional stylists' expertise in hair care and the vital role they play in supporting the salon community, Cécred will team up with Knowles-Carter's charitable organisation, BeyGOOD, to establish the BeyGOOD x Cécred Fund. The cosmetology school scholarships and salon business awards get a yearly allocation of half a million dollars. The unwavering commitment of Knowles-Carter and Cécred to the professional stylist community will be strengthened through their efforts to nurture talent, elevate professionalism, and encourage industry entrepreneurship.

Discover More: Cécred Foundation Collection

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