Months after first teasing plans for a hair care line, Beyoncé has announced via a video post on Instagram that her new brand, Cécred, will launch later this month.
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The IG reel, posted Tuesday promoting the impending hair care line, starts off with a makeshift movie screen made out of a white bed sheet displaying some throwback footage from her mother’s hair salon. The clip continues on, cutting back and forth with shots of hair being washed, cut, and styled before a single frame of Beyoncé getting her hair washed appears near the end. “Hair is sacred. The journey begins Feb. 20,” the caption reads, directing followers to Cécred’s website.
Back in May 2023, the singer first began to tease a hair related project, sharing two pics, the first, of the singer sitting in front of a mirror styling her natural curls, followed by photo of her as a child getting her hair braided.
“How many of y’all knew my first job was sweeping hair in my mama’s salon?” Bey asked in a handwritten message seen on the third slide of a carousel. “Destiny’s Child got our start by performing for clients while they were getting their hair done.”
“I was exposed to so many different kinds of entrepreneurial women in her salon,” she continued. “I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls. I watched her heal and be of service to so many women. Having learned so much on my hair journey, I’ve always dreamed of carrying on her legacy.”
While Bey didn’t offer up any additional information at the time, she did add, “I can’t wait for you to experience what I’ve been creating.”
And now it’s finally time… well, on February 20 it will be. Until then, stay tuned for any additional info Bey might slide our way, and check out the Cécred teaser above.