Beyoncé Unveils Cécred
In a statement, Beyoncé expressed her pride in revealing the culmination of years of hard work. As a Black founder, she emphasized the importance of focusing on the specific needs of textured hair and prioritizing scientific innovation and product performance. Beyoncé's vision for Cécred is to be a force for excellence in the haircare industry, celebrating hair rituals from around the world and dispelling myths and misconceptions.
The Cécred team is committed to redefining keratin recovery science with its Bioactive Keratin Ferment technology. This patent-pending blend, derived from wool, honey, and lactobacillus ferment, uses the ancient process of fermentation to penetrate deep into each strand's cortex. The result is visible repair and strengthening without the use of silicones, which only mask damage.
Cécred refused to compromise on quality and performance, dedicating years to research and testing. The brand conducted extensive clinical, salon, and lab testing, deviating from industry norms to collaborate only with global labs prioritizing inclusive testing. The outcome is a performance-driven range of hair solutions suitable for various hair textures and states, from straight to coily, and including virgin, color-treated, chemically processed, and heat-styled hair.
Cécred's formulas, featuring a signature Temple Oud fragrance, adhere to strict global guidelines for ingredient safety and are cruelty-free. Beyoncé's vision is to establish a new standard in haircare that challenges myths and reshapes the narrative. The Foundation Collection, now available on www.cecred.com, introduces a range of products catering to various hair needs, from clarifying shampoo to nourishing hair oil:
Clarifying Shampoo & Scalp Scrub
Like skincare for your scalp. This Clarifying Shampoo & Scalp Scrub combines a balance of exfoliants, fermented purple willow bark, and tea tree oil to remove buildup and residue from your hair and scalp for a deep clean.
Hydrating Shampoo
This luxurious, hyaluronic acid-infused shampoo goes deep on hydration, leaving your hair nourished, manageable, and strong.
Moisturizing Deep Conditioner
Brings dehydrated and dull hair back to life. This ultra-rich formula is infused with an African oil blend and shea butter to moisturize, soften, and improve manageability.
Reconstructing Treatment Mask
Hair repair in a jar. Powered by the patent-pending Bioactive Keratin Ferment, this treatment is clinically tested to visibly reduce damage, increase strength, and improve shine after one use.
Fermented Rice & Rose Protein Ritual
Fermented rice water is long adored in Asian cultures for its hair-strengthening and length-retention benefits, but the fermentation takes days. This ritual begins with a Fermented Rice & Rose Powder that instantly transforms into a water-activated, fortifying hair rinse treatment followed by a luscious Silk Rinse.
Moisture Sealing Lotion
This multitasker does a lot: seals, smooths, and styles with a light hold.
Nourishing Hair Oil
This blend of 13 oils and plant-based extracts seals in moisture and adds a soft shine, all without silicone.
Ritual Shaking Vessel
Take haircare to luxe levels with the vessel to mix the Fermented Rice & Rose Powder with water to create a fortifying hair rinse treatment.
Source: Cécred via PR Newswire