Marketing

Beyoncé’s very own haircare brand is coming

The singer teased her brand, Cécred, last year, and it’s set to make its debut later this month.
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Beyoncé: Lemonade/HBO via Giphy

· less than 3 min read

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

Standing in a Sephora looking for a shampoo can be an intimidating experience for anyone as inundated with choices as you are. But what if we told you one of those shampoos was from Beyoncé herself?

Queen B is, in fact, launching her own haircare brand. Cécred comes out on February 20, according to the singer’s recent Instagram reel, which featured customers at a salon getting their hair washed and styled.

The superstar first teased the line to her followers last May, in a post in which she said her “first job was sweeping hair in my mama’s salon,” and how she “dreamed about carrying on her [mother’s] legacy.”

But Beyoncé hasn’t given us a complete look at the products, so all we can do is wait. Meanwhile, the brand is set to enter a beauty space that’s saturated with celebrity brands, from Rihanna’s Fenty Beauty and Tracee Ellis Ross’s Pattern to Selena Gomez’s Rare Beauty.

In fact, celebrity beauty brands surpassed $1 billion in sales as of November 2023, a 57.8% YoY increase, per NielsenIQ (NIQ).

While categories like cosmetics, nail grooming, and fragrances had the highest sales, per the survey, celebrity-branded bath, shower, deodorant, facial care, and haircare accounted for less than 1% of the category.

“2024 will likely be the year when the winners start to separate from those that are not hitting the mark,” Anna Mayo, NIQ’s VP of beauty and personal care thought leadership, previously told Retail Brew. “Innovation in the beauty industry is notoriously challenging, whether a celebrity or not, and it should start to become more clear this year which of the celebrity beauty brands will endure as the market has become so saturated.”

We expect nothing but the best from Beyoncé.

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.