Cécred Expands to Ulta Beauty: Beyoncé Brings Luxury Haircare In-Store
Photo by Huha Inc. on Unsplash
Beyoncé Knowles-Carter, known for her transformative influence in the world of music and fashion, is now redefining the beauty industry. Her newest venture, Cécred, a luxury haircare brand inspired by her personal journey and deep-rooted connection to beauty rituals, has officially launched in Ulta Beauty stores across the United States. With this bold move, Cécred takes its next major step in offering high-performance, heritage-rooted haircare to a wide and diverse audience.
A Childhood Dream Turned Into a Haircare Powerhouse
The origins of Cécred are more intimate than many might expect. Beyoncé’s love for haircare started at a young age, shaped by hours spent in her mother Tina Knowles’s salon. It wasn’t just about styling hair—it was about transformation, community, healing, and confidence. The salon was a sacred space for expression and sisterhood, and these memories became the spiritual foundation of Cécred.
Beyoncé, together with her mother, wanted to create more than just a product line—they envisioned a brand that respects the cultural significance of hair in the Black community, while bringing world-class science into every bottle. Tina’s decades-long expertise in beauty and haircare was instrumental in shaping the brand’s identity and formulating products that feel as nourishing as they are effective.
Introducing the Foundation Collection: Ritual Meets Research
Cécred’s first release, the Foundation Collection, is a comprehensive suite of haircare essentials designed for all textures—from tight coils and curls to straight and wavy strands. With precision and elegance, this collection honors tradition while embracing modern formulations. The line includes standout products like the Clarifying Shampoo & Scalp Scrub, Moisturizing Deep Conditioner, Moisture Sealing Lotion, and Nourishing Hair Oil.
At the heart of these products are ingredients with both cultural significance and scientific backing. Fermented rice water—long revered in East Asian hair rituals—brings strength and shine. Rose protein helps repair and reinforce the hair shaft, while a medley of plant-based butters and oils ensures moisture and softness. The formulations are clean, high-performing, and created to help users build a holistic haircare ritual at home.
Each step of the routine is designed to feel indulgent, like a self-care moment—yet behind the luxury lies meticulous research and attention to real hair needs.
From Online Shelves to In-Store Glamour: Cécred Meets Ulta Beauty
The partnership with Ulta Beauty marks Cécred’s arrival into the mainstream retail space with impact and grace. Now, shoppers can find Cécred’s offerings in over 1,400 Ulta stores across the U.S., as well as on Ulta’s website. For many fans and beauty enthusiasts, this move feels like a win—bridging accessibility with luxury, and allowing curious first-time buyers to explore the products in person.
It’s also a strategic alignment. Ulta Beauty has spent years curating a portfolio that reflects inclusivity, innovation, and representation. Adding Cécred to their lineup not only boosts the brand’s visibility, but also reinforces Ulta’s commitment to championing Black-owned beauty businesses.
Salon Treatments Reimagined: A Luxe Experience at Ulta
The collaboration doesn’t end with shelf space. Cécred has worked closely with Ulta Beauty’s professional stylists to introduce tailored in-salon treatments that spotlight the brand’s ethos and ingredients. These experiences include the deeply restorative Protein Bounceback Treatment and the scalp-focused Revival Ritual.
Each treatment is designed to address common concerns like damage, dryness, and breakage, with a sensory experience that mirrors high-end salons. The stylists have received special training on the product line, ensuring every client leaves not just with healthier hair, but with a renewed sense of care and empowerment.
This initiative makes Cécred more than a brand—it becomes a service, a presence, and a trusted partner in someone’s hair journey.
Cécred Sundays: Celebrating Haircare as Ritual
To elevate the in-store experience even further, Beyoncé’s team has launched a community-driven initiative called Cécred Sundays. Held in select Ulta locations, these weekly events will roll out starting mid-May and are intended to turn Sundays into sacred time for self-care and haircare.
Attendees can indulge in exclusive services, consultations, and demonstrations while receiving complimentary gifts. The vibe is meant to be celebratory and nourishing—a space where every hair texture is welcomed, and where customers are invited to feel seen, valued, and inspired.
The program also reflects Beyoncé’s desire to make haircare a spiritual practice. It’s not just about looking good—it’s about feeling rooted, confident, and connected to your identity.
A New Look to Match a New Era
In true Beyoncé fashion, the launch of Cécred in Ulta was accompanied by a dramatic visual transformation. The icon debuted icy blonde curls in a stunning campaign video, showcasing her radiant glow and unmistakable confidence. In the footage, she’s seen massaging the Nourishing Hair Oil into her locks, embodying the very essence of what Cécred promises: beauty with intention, results with grace.
This visual moment served not only as a style statement, but as a personal seal of approval. Beyoncé isn’t just the face of Cécred—she’s its muse, its visionary, and its most dedicated user.
Recognition and Accolades: A Strong Debut
In less than a year since its official launch, Cécred has already earned its place as a rising star in the beauty world. Garnering more than 30 industry awards and racking up tens of thousands of glowing reviews, the brand has proven that it’s not riding on celebrity hype—it’s delivering real, transformative results.
Customers consistently praise the line’s luxurious textures, addictive scents, and visible improvements in their hair health. From curly girls raving about bounce and hydration, to women with relaxed or color-treated hair noticing resilience and strength, the testimonials are flowing in—and they’re glowing.
What Comes Next for Cécred
As Beyoncé continues to expand her empire, it’s clear that Cécred is just getting started. With a strong foundation, retail momentum, and an engaged community behind it, the brand is poised to release new products, explore different formulations, and potentially expand into global markets.
More than that, Cécred aims to continue educating and uplifting. Its mission is clear: to empower individuals to reclaim their hair rituals, honor their hair stories, and prioritize wellness in a way that feels soulful and stylish.
Conclusion: Where Beauty Meets Heritage
Cécred isn’t simply a celebrity brand. It’s a thoughtful, beautifully crafted ode to legacy, empowerment, and self-love. By launching in Ulta Beauty, Beyoncé has taken a brand born from memory and meaning—and placed it into the hands of everyday consumers, all across the country.
In doing so, she invites everyone to slow down, to nourish, and to reconnect with the beauty of their roots. Cécred is haircare—but it’s also something deeper. It’s a reminder that when we care for ourselves with intention, the transformation is more than physical. It’s emotional. It’s cultural. It’s personal. And that, in every sense, is truly powerful.
