Beyoncé launches Cécred, a new haircare line that honors global traditions while delivering what hair craves. The collection features rich conditioners and fortifying protein, patent-pending technology and fermentation, sensorial luxury and exceptional performance for visible strength, moisture and shine.

“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 prioritizing the needs of textured hair like mine, along with other types and textures that need more moisture and strength.”

Beyoncé experiences inspired Cécred to redefine keratin recovery science with its Bioactive Keratin Ferment: a patent-pending technology made from wool-derived keratin, honey, and lactobacillus ferment. Enhanced by the ancient process of fermentation, the keratin proteins are small enough to penetrate deep into the cortex of each strand, closely matching and replacing depleted proteins to visibly repair and strengthen weak or damaged hair. Formulated without silicones which mask damage with an artificial coating, Cécred products deliver moisture and visible strength for a healthy foundation. Cécred’s formulas, infused with a signature Temple Oud fragrance, are cruelty-free and formulated under strict global guidelines for ingredient safety.

Cécred launches with the Foundation Collection, eight products that cleanse, condition, and visibly repair.