Beyoncé loves dropping a new album, magazine cover, or a hint (often cryptic) for a big launch without any notice. She gifted the world her first perfume in a decade at the end of last year and her beauty mothership is not about to halt there.
On 7 February, Beyonce posted a video on Instagram in collaboration with a mysterious new account named Cécred which only follows Bey and her mum, Tina Knowles. Pronounced “sacred”, the brand takes it's first syllable from the last syllable of Beyoncé's name.
"Divas don’t just create art; they create culture."
The caption read: “Hair is sacred. The journey begins Feb 20. Visit CECRED.COM.” In the video, which shows footage projected onto a sheet draped in a dark room, video of Tina's '90s Houston hair salon, Headliners, rolls before the clip cuts to different women with different hair textures washing and nourishing their hair. Retro salon footage is interspersed before we see a close up shot of Beyoncé at the backwash, then the video ends with an old video of a young Beyonce and her mum waving at the camera.
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A second video – shared to the @cecred account – starts with audio from Beyoncé who notes: “Obviously, I grew up in my mother's hair salon.” The footage then cuts between social media videos, tweets and magazine headlines all speculating on the rumours a haircare line would be coming from Queen Bey. The caption confirmed: “The rumours are true. Cécred is coming. Mark your calendars 2.20.24.”
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Last spring, we got whispers there might be a hair line on the way when Bey shared an Instagram carousel on 16 May with three photos and no caption. The first picture featured Beyoncé curling her hair surrounded by what appear to be lab samples of hair products. The second photo showed a young Beyoncé getting her hair braided at her mother's hair salon. And the last slide featured a statement handwritten by Queen Bey herself that read: “How many of y'all knew my first job was sweeping hair in my mama's salon? Destiny's Child got our start by performing for clients while they were getting their hair done. I was exposed to so many different kinds of entrepreneurial women in her salon. I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls. I watched her heal and be of service to so many women. Having learned so much on my hair journey, I've always dreamed of carrying on her legacy. I can't wait for you to experience what I've been creating.” She signed it with a heart and the letter B.
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So, you heard the hive's leader – mark 20th February in your diary, because Bey has something cooking up for our hair and we can't wait to see what.
A version of this article was originally published on Allure.
