We’ve been wondering if this day would ever come, and now the announcement has officially been made by Queen B herself. Beyoncé is launching her own hair-care brand, and curly girls everywhere are pumped. Some commenters are saying they don’t even care what the products are, they’re still buying them.
On Instagram this past May, the most Grammy-awarded artist in history posted a picture of her in her glam chair with voluminous curls and a bunch of lab samples of different formulas on the vanity, as well as another image of her as a little girl with braids. The final image in the trio is a note to her 308 million followers saying this:
“How many of you knew my first job was sweeping hair in my mama’s salon? Destiny’s Child got our start while performing for clients while they were getting their hair done. I was exposed to so many different kinds of entrepreneurial women in her salon. 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. I can’t wait for you to experience what I’ve been creating.”
Now, nine months later, Beyoncé’s brain-child hair care brand is officially here. Announced this morning via Instagram, Queen B’s hair-care brand is named Cécred (pronounced “sacred”), and will be dropping later this month, on February 20.
While we don’t have too many details on just what products the line will feature, Bey’s announcement post caption sheds light on the brand’s core ideology: “Hair is sacred,” she writes. “The journey begins February 20.”
As of now, the Cécred site only features gorgeous videos of models getting their hair done—Blue Ivy included—but one image that showcases a venn diagram where “science” and “ritual” intersect points at the idea that the products will not only be science-backed and effective, but rooted in ritual and heritage too.
Stay tuned for more updates as we discover more about this long-awaited launch.