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Beyonce’s latest beauty venture, Cecred (pronounced sacred), is entering Virgo season and releasing its next line of protective haircare in a bright, intense cobalt blue. Cecred Haircare line started by Beyonce Knowles-Carter in 2024 and was self-funded by the Queen herself.

The Black-owned and female-owned hair care line broke records after being launched at Ulta Beauty in April 2025. Within 24 hours, the brand’s sales at Ulta doubled its projected sales for an entire week. Cecred’s release in Ulta was one of the largest hair brand launches in Ulta Beauty’s history, with the brand expansion into over 1,4000 Ulta stores across the U.S.

Now the brand is releasing its new protective haircare line and plans to hit gold again with this new line. The new line is exclusively available for purchase on Cecred online store, then coming to Ultabeauty.com on September 7th and in-store nationwide on September 21. The new all-blue line is dedicated to treating hair after the takedown of protective hairstyles like cornrows, dreadlocks, box braids, and extensions.

The new line-up of products includes the new Detoxifying shampoo that has a blue-violent pigment that enhances color vibrancy and tone color. The scalp refreshing spray, which is a new no-rinse spray that cleanses and refreshes the scalp and breaks down hard build-up and neutralizes odor in hair, and the oil ritual that can be used at room temperature and heated to deliver deep moisturizing to the hair and scalp. The detangling spray to detangle hair 2x faster and the hair and scalp balm, which is a versatile balm-to-oil, protects and soothes the scalp and tames flyaways. The most popular product, which sold out in Ulta, was also included at the pop-up: the Moisturizing Hair and Scalp Drops, which comes in the metallic silver bottle.

The Beehive got a chance to test the new haircare line at the one-day Cecred Pop-Up Shop in Lower Manhattan in New York City. On Saturday, August 23rd, the all-blue pop-up shop was held at Lume Studios at 393 Broadway. Beauty lovers came out and were treated to a free sample of the Detoxifying shampoo, a Cowboy Carter Keychain, a bottle of water, and a blue lemonade popsicle at the immersive pop-up shop.

The museum-like pop-up shop gave shoppers a chance to try out the new products and get some exclusive deals before dropping into Ulta Stores. The pop-up was divided into two parts, with the lifesize display of the new Cecred products for photo opportunities, and the second part was a room covered in mirrors that made you feel like you were in a jewelry box that allowed you to play and have fun with the new products. The Cecred Ambassadors dressed in cobalt blue jumpsuits to help with any questions and pick out products for your hair type and problem. There was also the Crecred Protection Wall that explained each ingredient in the protection collection.

There were special deals exclusive to the pop-up shops. The products can be purchased individually, and if you purchase the Oil Ritual, you get a complimentary oil warming comb to apply to your scalp. With any purchase of three products, you get the Cecred tote bag and a free makeup bag. All five products can be purchased for $170 deal with a free blue Cecred tote bag, blue make-up bag and free samples. The Ambassadors help attendees save an extra 15% by scanning the QR code to use towards their purchase.

The pop-up had a special appearance by Beyonce’s mother, Vice-Chair Tina Knowles, during the launch party, where she shared a few words on the hair care line. Tina, who was the owner of a hair salon back in the 90s, expressed the importance of having products for Black hair. “The line Cecred has been a dream for me and Beyonce for so long,” said Tina. “But, for me, who owned a hair salon, back in the day, we had to create products for their hair. My girls wear braids all the time, so this line was a labor of love.”

Photo Credit: Sherica Daley