Beyoncé Wants Cécred To Win Skeptics

Beyoncé wanted Cécred to reach “the people who can’t stand my music.”

In i-D’s public interview preview, she described a goal of winning customers through results. She discussed the brand with interviewer Eni Subair. She said she was Cécred’s sole investor.

“I’m the founder, visionary, and sole investor, not the face or model for this brand. I had a vision to build something that solved real problems and performed so incredibly that the people who can’t stand my music still use Cécred, because it work,” she said.

That approach was part of her plan from the start. In her 2024 GQ interview, Beyoncé said she kept herself out of Cécred’s launch ads. She wanted customers to judge the products without her fame doing the work.

“My mother and I poured decades of experience, tradition, and love into Cécred, so seeing our community grow across every ethnicity, texture, generation, and gender is so fulfilling. In the beginning, it took some conditioning from the world’s perception of how to launch a brand founded by someone like me,” Beyoncé said.

She also described a double standard in business. Men could be seen as the decision-makers. Famous women were often treated as marketing faces. She said she wanted her work on the products to matter.

She wanted to build something that could earn respect on its own, rather than depend on her name.

Her tie to haircare went back much further than the launch.

Before Cécred had a public name, Beyoncé spoke about growing up around her mother’s salon. She said her first job involved sweeping up hair, and Destiny’s Child sang for clients as they sat for appointments.

She also recalled the entrepreneurial women she met at the salon. She cited that experience while explaining the line’s roots.

As AllHipHop reported when she announced Cécred in February 2024, the launch trailer paired scenes of Beyoncé washing her hair with childhood footage of her and her mother, Tina Knowles.

The announcement set February 20 as the start date. It followed a May 2023 teaser in which she had connected the business to her mother’s work.

That family role extended into product development. Space NK’s Cécred page identified Tina as vice chairwoman and described her involvement in salon testing.

The retailer said she brought four decades of work to the brand. That included her roles as a hairstylist, salon owner and entrepreneur.

Cécred was also on sale through Space NK’s UK site, with shampoo, conditioner, hair oil and styling products listed.

The options included a scalp scrub, detangling spray and heat styling mist. The range covered wash routines, protective styles and extensions, according to the retailer. The retailer also offered the line in stores.