Beyoncé Makes Cécred Wait Two Years To Meet Her Standards

Beyoncé wasn’t letting Cécred hit shelves just because the team thought it was ready.

Tina Knowles says her daughter’s product demands pushed their intended launch back two years.

In i-D’s newly published interview with Eni Subair, Knowles described repeatedly getting formulas returned. Beyoncé tried them herself, with friends and with her daughters before approving them.

“Then, if one person didn’t have an excellent experience, she would give it back to me,” Knowles told i-D. Knowles had already liked the formulas, but that wasn’t enough to get them past Beyoncé.

Knowles said research and development swallowed considerable money, with testing covering three continents and different hair textures.

The team got frustrated, she recalled, but the products improved.

That history adds context to Beyoncé’s push to reach customers beyond her music audience. She founded and financed Cécred herself, with Knowles serving as vice chairwoman.

Cécred finally arrived in February 2024 with its eight-piece Foundation Collection, covering everything from shampoo and conditioner to treatments and hair oil.

The launch assortment also included a vessel for mixing its fermented rice and rose protein treatment.

The brand’s roots reach back to Headliners, the Houston salon where Knowles worked and Beyoncé spent time as a child. The singer had teased her haircare plans in May 2023, well before customers could buy the finished range.

For the business, that salon connection also became a financial commitment when the range launched. Cécred and BeyGOOD announced a fund with an annual $500,000 allocation for cosmetology scholarships and salon business grants.

The interview arrives after Cécred expanded into Britain’s Space NK stores this autumn.