Cécred Beyoncé presents new product with pop-up – Essence

First she ripped out our edges. Now she’s going to bring them back. Beyoncé’s hair care company, Cécred, has unveiled the new addition to the road with a pop-up installation in SoHo… and it’s thick.

On Saturday, International news has been transformed right into a Chrome launchpad for the new product: Restoring hair and drop edgesFormulated to extend hair density by 1.5x, the elixir comes packaged in a chic silver dropper bottle – a packaging that stands out from other products within the line.

The drops, aptly encapsulated within the slogan “Get Thick,” goal breakage and thinning hair on the ends and lengths. The product has a serum formula, meaning it’s lightweight and absorbs directly into the hair and scalp. There isn’t any must rinse and is designed for each day use.

For best results, the team encourages consumers to make use of the serum twice each day for at the very least 16 weeks. The science behind the formula relies on patented Bioactive Keratin Ferment technology and delivers five peptides that support hair growth. “1 drop, 5 powerful peptides,” the corporate declares.

Members Cecred The team, including Beyoncé’s hair stylist Neal Farinahand Brand Education Director Dr. Kari Williamswere present to support the product launch and engage participants. The pop-up attracted over 500 people We cannot wait to check the new drops and learn more about them.

Chrome windows were lined with shiny new bottles, and a metal kiosk delivered a special edition of the Get Thick newsletter, offering detailed product information. Meanwhile, a sweet station dishing out champagne-flavored drinks cotton candy with edible glitter accomplished the entire.

The first 500 guests received a full-size bottle of Restoring Hair and Edge Drops, while subsequent guests received product samples. All were also capable of purchase the larger Cécred line at a reduced price. The event staff, wearing all-white Cécred jumpsuits, moved the road of Bey stans—who, after all, sang along to Beyoncé’s discography while they waited—along with the friendly, communal energy that the brand itself strives to cultivate.

Bobby, a fan dressed head to toe in Renaissance gear, arrived at 3:30 a.m. to be sure that he was first in line. Aden, 18, boarded a bus from Philadelphia for his first solo trip, while Ciera and her friends followed, hats in tow, three hours before the event began. Several got here prepared to attend in line with folding chairs and Renaissance tour fans.

Fans were asked in the event that they would still use the products without the queen’s name, and all responded with a convincing yes. “It’s in the name,” Aden told ESSENCE. The products work and encourage consumers to pour love and respect into their crowns.

Consumers of various hair types, ages, and ethnicities shared their personal experiences with the brand, citing the moisturizing balm and deep conditioner as repeat favorites. “My favorite product is the conditioner because I really like how silky it makes my hair. My hair gets really tangled, but after 2-3 washes it’s so much easier to detangle,” Ciera shared.

Two clients, one with less dense, straight hair and the opposite with thick, wavy hair, described how Cécred restored moisture and strength to their hair after multiple bleaching and coloring cycles. Estela detailed how the products worked on her own dry, loose curls and her daughter’s tight curls. “It’s hard to find curl products that are good and work. These work.”

Protection, health and hydration were crucial goals of the participants by way of hair care. That is why the new regenerating serum, already available on the market on cecred.com, is certain to arouse interest.