Beyoncé’s haircare brand Cécred on the weekend expanded its roster with five new products aimed at people who wear protective styles, extensions and wigs, the company said. The items, available at Ulta, are marketed as detoxifying and nourishing while remaining color-safe, and each retails for under $50.
The collection includes a Detoxifying Shampoo, a Scalp Refreshing Spray, an Oil Ritual treatment, a Detangling Spray and a Hair & Scalp Balm. Cécred says the formulas incorporate botanicals and a proprietary ingredient called PhytoFerment, a blend of natural oils designed to soothe and nourish both hair and scalp. Page Six first reported the new release and noted the brand’s prior rapid sellouts.
Cécred has framed the launch around concerns tied to the removal of protective styles. Tina Knowles, Cécred’s vice chairwoman and Beyoncé’s mother, told Forbes that she has seen significant damage from the takedown of braids and weaves while working in salons and on tour. The company has also cited the singer’s own struggles with dry scalp and psoriasis as a motivating factor in product development.
The Detoxifying Shampoo is described as a blue-violet, dye-safe formula that removes oil, dirt and product buildup from natural hair and extensions while helping to prevent brassiness. The Scalp Refreshing Spray provides a no-wash option to cleanse and soothe the scalp between shampoos, and Cécred says it delivers an instantly cool sensation and a light fragrance composed of vanilla, cardamom spice, tonka bean and oud.
The Oil Ritual treatment is built from 21 oils, including manuka and peppermint, and can be applied either heated for a hot-oil treatment or at room temperature under a wrap. Cécred recommends leaving the oil on for 10 to 15 minutes. An early review posted on the brand’s site praised the treatment for improving texture and moisture retention before washing.
Cécred’s Detangling Spray is formulated with slippery elm, honey and ceramides and is intended for use before shampooing, before takedown of protective styles or after washing to reduce breakage and add softness. The Hair & Scalp Balm is presented as a multiuse product to tame flyaways, lock in moisture and add shine to dry ends or to protective styles.
The products join the brand’s existing offerings since Cécred’s launch last year, when Beyoncé added beauty entrepreneur to her list of professional roles. Cécred’s prior drops have frequently sold out quickly after release, and Page Six noted that consumers might want to shop early to avoid stockouts. The new items are listed for sale at Ulta stores and Ulta’s website, with each product priced below $50.
Cécred’s emphasis on scalp health and formulations safe for extensions arrives amid broader industry attention to products designed for textured hair, protective styling and the effects of styling practices on long-term hair health. The brand’s communications tie product development to salon experience and to the artist’s reported personal needs, while retailers and early customers will determine how quickly the new items move through inventory.
Page Six commerce reporter Erica Radol covered the release. Cécred’s statements and product details were provided by the brand and its representatives; Tina Knowles’s remarks about damage from takedowns were previously reported in Forbes.