Beyoncé’s Haircare Brand Cécred Has Finally Arrived

Beyoncé first announced that she was launching a haircare line called Cécred (pronounced “sacred”) in May of last year. In the time since, the singer has been busy touring her Renaissance LP, as well as working on her forthcoming country album.

She returned earlier this month with an Instagram post of a home video from her childhood projected onto a curtain. In the video, a young Beyoncé sweeps her mother’s salon in Houston, Texas, which the singer has previously spoken about being her first job and a centerpiece of her childhood.

Cécred has now officially launched to the masses. Leading the charge is not only Bey but also her mother, Tina Knowles, and the singer’s longtime hairstylist Neal Farinah.

The line currently spans seven products dubbed the Foundation Collection. There’s a hydrating shampoo, a dual shampoo-scalp scrub and a deep conditioner. Adding to the lineup is a restorative mask, a hair lotion and a two-part rice water-based protein treatment.

The website also teases a hydrating conditioner, which is slated to release soon, and lauds a new patent-pending innovation: a bioactive keratin technology designed to repair damaged hair.

“Cécred is a legacy project for me, one that’s probably the most rooted in my ancestry,” Beyoncé told Essence. “It’s so far beyond business. Hair is our lineage; it’s our family story. Having access to proven ingredients, and creating our own technology that is patent-pending — we now have a line that works universally.”