Beyoncé’s Cécred Haircare To Launch 5-Product Protection Collection
Klaudia//August 23, 2025
Beyoncé is filling a gap in the haircare market. The star’s award-winning brand Cécred will launch a Protection Collection on August 25, its team announced here exclusively. The prestige five-product selection was designed to address the challenges of wearing protective hairstyles and extensions. Formulated with proprietary PhytoFerment technology, this release hits close to home for its founder.
“This collection is very personal for my daughter because she’s lived these challenges her whole life,” Beyoncé’s mom and Cécred’s vice chairwoman Tina Knowles shared. “She’s worn wigs, weaves, braids and extensions in different ways throughout her career. And like so many of us, she had to experiment, mixing up her own remedies because the right products didn’t serve.”
If there’s anyone who can speak to the drawbacks of an underserved hair community, it’s Knowles.
“Touring with Beyoncé, even back in the Destiny’s Child days, working in my salon, and now in our Cécred salon, I see so much damage related to the take-down of protective styles,” Knowles explained. “It was frustrating for us to see how the end look of the protective style was always prioritized over how to take care of it. There was nothing on the market that I could give to my daughter or recommend to my clients. Nothing had the science or performance we needed. This collection is about chasing down this white space we’ve known existed for so long, and finally giving people the advanced care and confidence we all deserve.”
With help from a knowledgeable team, including senior vice president of product development Robyn Watkins (Smashbox, Black Radiance), Cécred’s Protection Collection was born.
“Our latest technology innovation is inspired by herbalism’s rich history and science pertaining to plants and their medicinal properties,” Watkins explained. “PhytoFerment is a nod to herbalists, the original pharmacists in many African American and Native communities dating back hundreds of years ago.”
The developer went on to say the proprietary blend featured in this collection combines bioactive CO2 extracts, including goldenrod and goldenseal. Hydrated and fermented with purple willow bark, the overall combination is said to help soothe, nourish and clear impurities from the hair and scalp, supporting scalp health.
“We’ve brought people together with diverse backgrounds and perspectives, each with deep expertise and a strong ability to execute,” said CEO Grace Ray (Milani Cosmetics, Living Proof, Smashbox). “Everyone holds themselves to exceptionally high standards, and it’s the combination of these different viewpoints and talents that drive so many of the results we’ve achieved. This was never intended to be just a ‘celebrity brand.’ We prioritized product performance that was differentiated, ownable and had visible superiority over the competition.”
The collection is made up of a no-rinse, neutralizing Scalp Refreshing Spray ($38), Detoxifying Shampoo ($39), Detangling Spray ($28), a multipurpose Oil Ritual treatment ($48) and Hair & Scalp Balm ($36). It also welcomes a new scent to the brand called Nocturne Spice, a “natural continuation” of the Temple Oud scent story—the signature fragrance of the debut Protection Collection.
“We knew we needed to complement and elevate the existing base notes found within the formulas, like tea tree and clove,” Watkins explained. “This [new] fragrance is a beautiful, aromatic blend of pink pepper, vanilla, cardamom spice, tonka bean and oud. It was created to feel crown-worthy.”
If there’s one product to choose from, Beyoncé’s personal favorite is the Detangling Spray. “We can’t keep enough on hand, whether we’re home or traveling on tour,” Knowles said. “Actually, our entire family requests it. Whenever we take braids down, we saturate the hair with it and the braids slide right out. It’s a game changer and the slip is unlike anything we’ve ever tried.”
To celebrate the launch, Cécred will offer its first in-person shopping experience with an immersive pop-up exhibit in New York City on Saturday, August 23. There, attendees can receive product samples and exclusive gifts with purchase, while taking in striking visuals.
“There will be education throughout,” Ray revealed. “From the immersive space itself, with large scale screens and visuals, to touch and feel stations and dedicated affiliate stylists talking guests through the collection. Education is a key element of our brand, and our experiential strategy.”
Since launching in Feb. 2024, Cécred has proved to be one-to-watch in innovative haircare, with 16 pending patents for tools, packages and tech, along with 52 product-focused brand awards. According to Dash Hudson social marketing software, the brand is the No. 1 most engaging haircare brand on social media.
“This collection is very personal for my daughter because she’s lived these challenges her whole life,” Beyoncé’s mom and Cécred’s vice chairwoman Tina Knowles shared. “She’s worn wigs, weaves, braids and extensions in different ways throughout her career. And like so many of us, she had to experiment, mixing up her own remedies because the right products didn’t serve.”
If there’s anyone who can speak to the drawbacks of an underserved hair community, it’s Knowles.
“Touring with Beyoncé, even back in the Destiny’s Child days, working in my salon, and now in our Cécred salon, I see so much damage related to the take-down of protective styles,” Knowles explained. “It was frustrating for us to see how the end look of the protective style was always prioritized over how to take care of it. There was nothing on the market that I could give to my daughter or recommend to my clients. Nothing had the science or performance we needed. This collection is about chasing down this white space we’ve known existed for so long, and finally giving people the advanced care and confidence we all deserve.”
With help from a knowledgeable team, including senior vice president of product development Robyn Watkins (Smashbox, Black Radiance), Cécred’s Protection Collection was born.
“Our latest technology innovation is inspired by herbalism’s rich history and science pertaining to plants and their medicinal properties,” Watkins explained. “PhytoFerment is a nod to herbalists, the original pharmacists in many African American and Native communities dating back hundreds of years ago.”
The developer went on to say the proprietary blend featured in this collection combines bioactive CO2 extracts, including goldenrod and goldenseal. Hydrated and fermented with purple willow bark, the overall combination is said to help soothe, nourish and clear impurities from the hair and scalp, supporting scalp health.
“We’ve brought people together with diverse backgrounds and perspectives, each with deep expertise and a strong ability to execute,” said CEO Grace Ray (Milani Cosmetics, Living Proof, Smashbox). “Everyone holds themselves to exceptionally high standards, and it’s the combination of these different viewpoints and talents that drive so many of the results we’ve achieved. This was never intended to be just a ‘celebrity brand.’ We prioritized product performance that was differentiated, ownable and had visible superiority over the competition.”
The collection is made up of a no-rinse, neutralizing Scalp Refreshing Spray ($38), Detoxifying Shampoo ($39), Detangling Spray ($28), a multipurpose Oil Ritual treatment ($48) and Hair & Scalp Balm ($36). It also welcomes a new scent to the brand called Nocturne Spice, a “natural continuation” of the Temple Oud scent story—the signature fragrance of the debut Protection Collection.
“We knew we needed to complement and elevate the existing base notes found within the formulas, like tea tree and clove,” Watkins explained. “This [new] fragrance is a beautiful, aromatic blend of pink pepper, vanilla, cardamom spice, tonka bean and oud. It was created to feel crown-worthy.”
If there’s one product to choose from, Beyoncé’s personal favorite is the Detangling Spray. “We can’t keep enough on hand, whether we’re home or traveling on tour,” Knowles said. “Actually, our entire family requests it. Whenever we take braids down, we saturate the hair with it and the braids slide right out. It’s a game changer and the slip is unlike anything we’ve ever tried.”
To celebrate the launch, Cécred will offer its first in-person shopping experience with an immersive pop-up exhibit in New York City on Saturday, August 23. There, attendees can receive product samples and exclusive gifts with purchase, while taking in striking visuals.
“There will be education throughout,” Ray revealed. “From the immersive space itself, with large scale screens and visuals, to touch and feel stations and dedicated affiliate stylists talking guests through the collection. Education is a key element of our brand, and our experiential strategy.”
Since launching in Feb. 2024, Cécred has proved to be one-to-watch in innovative haircare, with 16 pending patents for tools, packages and tech, along with 52 product-focused brand awards. According to Dash Hudson social marketing software, the brand is the No. 1 most engaging haircare brand on social media.
