Cécred x Ulta Beauty: Beyoncé’s Haircare Brand is expanding to retail stores

Beyoncé Knowles-Carter never holds fans on his fingers. Just like Beyhive, he catches his breath from stunning ticket prices for the “Cowboy Carter” concert, Queen Bey drops one other bomb: Cécred, her Buzzworthy Faircare Brand, works with Ulta Beauty. This monumental movement means Cécred’s first retail cooperation, perfectly with the brand anniversary.

“Last year, we helped so many to establish a deeper connection with your hair, building a community that will redefine what a typical hair care brand looks like. Our historical partnership with Ulta Beauty is a significant milestone in our journey consisting of transformation in transitions and showrooms across the country so that everyone can experience, “said Beyoncé WWD.

Since its premiere last 12 months, Cécred has been to his head-not only since it is a creation of Beyoncé, but due to her involvement in inclusiveness and formulas supported by science. While the fans were delighted with the invention of the star’s recent undertaking, not everyone was convinced at first. Skeptics wondered if the worldwide superstar could really fulfill their promise of top quality, effective hair for all textures, and at the identical time claimed that she had never seen the star’s natural hair. However, Beyoncé still sets a record directly in these misunderstandings.

“My vision of Cécred has always been the integration strength of perfection, investing in research, learning and testing all hair types. As a black founder, there are misunderstandings that we can produce products only for hair like ours. Society trained us to focus on our differences and kept us in boxes, “the know-Carter explained. “But they don’t know much, your hair and my hair, regardless of whether they are strongly, perverse, wavy or straight, have much more in common than the differences. Seeing how our products work in everyone is proof that when you put learning before biased, the results speak for themselves. ”

The clinically supported brand products, which were previously sold only online, will probably be available in 1,500 Ulta Beauty retail stores from April 6. CEO of Ulta, Kecia Steelman, teased a powerful implementation: “It will be very visible, front, front, front -in-center”, containing non-standard displays, lifetime installations and fully engaging a 360-degree marketing campaign. “We intend to strengthen it in a way that we have never done before in our showrooms,” added Steelman.

The integration of Cécred with Ulta showrooms is related to the upbringing and motivations of Knowles-Carter to introduce a hairstyle line with mother, Tina Knowles, a former hairdressing hairdresser, who is currently the vice-chairman of Cécred.

“It was in her salon that I realized that my dreams of being a contractor (…) So many fabric of who I am from her salon,” said Beyoncé, as thegrio reports earlier. “What an honor to be able to do something so special with my mother (…) that this whole learning of her life, her 70 years, and now my 42 years, they are generational and are to be. Heritage and wisdom passed down by generations and mixing it with science and technology is part of this line. It was important that we borrow part of our past and introduced it to the future. “

Before retail starting, fans can discover brand products at Cecred.com