Beyonce officially announces the new hair care brand Cecred

Beyonce want to Us to 'mark' our calendars because her new hair care line is 'coming'.

After months of speculation, Beyoncé, 42, announced the Cécred product line via Instagram on Tuesday, February 6, alongside a promotional trailer highlighting the power of hair.

“Hair is sacred. The trip starts on February 20. Visit CECRED.COM,” read the social media caption shared via Beyoncé's personal Instagram and the official Cécred account.

The teaser begins with what appears to be footage taken at Beyoncé's mother's home Tina Knowles'hair salon in Houston, Texas. The video then cuts to showing women and men with different hair textures having their locks washed, cut and styled before Beyoncé herself is seen at a shampoo bowl with her locks drenched in product. The video then fades to black, allowing viewers to visit the Cécred website.

In a follow-up post, Beyoncé shared a video compilation of fan reactions to her May 2023 Instagram post, which initially teased the beauty company. “The rumors are true. Cécred comes. Mark your calendars,” read the caption on social media, which ended with a release date of Tuesday, February 20.

When Beyoncé first hinted at the project, she posted a carousel with a photo of her sitting at a beauty salon, holding a curling iron. Elsewhere in the photo, an array of unlabeled products could be seen on a counter. The jars, which resembled spray bottles, were filled with a gold-colored liquid.

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In the second slide, a young Beyoncé is photographed getting her hair done with curling wands. In the final post of the slideshow, Beyoncé opened up about the mysterious project.

“How many of you knew that my first job was sweeping hair at my mother's salon?” Beyoncé began. “Destiny's Child started with us by performing for clients while they were getting their hair done. I was exposed to so many different types of entrepreneurial women in her salon.

Beyoncé added: “I saw firsthand how the way we care for and celebrate hair can have a direct impact on our souls. I saw her heal and serve so many women. Because I have learned so much through my hair journey, I have always dreamed of continuing her legacy. I can't wait for you to experience what I've created.”

Beyoncé's longtime colorist Rita Hazan opened earlier We weekly exclusively across the line when discussing the singer's post-renaissance hair revamp. (Before her current platinum era, Beyoncé wore a warm blonde mane, matching the “sun-kissed” crown she wore during her world tour.)

“We talk about it all the time. She asked me a lot of questions, so I'm sure it's going to be phenomenal,” Hazan said Us from Cécred in October 2023. “She already has the knowledge from her mother, who was previously a hairstylist.”