Beyoncé Knowles-Carter announces the launch of Cécred, a new haircare line featuring patent-pending keratin technology to help revive tired and lack-lustre hair.
The launch of Cécred will not only bring joy to your locks but also your bathroom shelf. Queen Bee says “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, 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.”
From bangs to bob and blonde to brunette, Beyoncé has most certainly dipped a tousled tress or two in the creative hair world so the birth of Cécred comes at the perfect time. So how does it work and why is Cécred different to yet another celebrity haircare brand? Well, we’ll tell you – using Bioactive Keratin Ferment: a patent-pending technology made from wool-derived keratin, honey and lactobacillus ferment, the keratin proteinsare is 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. So in essence, your hair will feel stronger and healthier and look visibly glossy, perfect for us gals trying to inject a little Bey into our lives.
Cécred launches with the FoundationCollection, eight products that cleanse, condition, and visibly repair. “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.”
And, if you’re anything like me; a good or bad hair day can make or break my mood, with Cécred there’s no such thing as bad hair days.