Beyoncé Announces Cécred Expansion Into Retail With Ulta

February 20, 2025 11:13am

Beyoncé‘s Cécred is officially a year old and to celebrate that feat, the illustrious songbird has announced that the brand is expanding into retail and is headed to an Ulta near you.

Set to launch in 1,400 Ulta stores nationwide on April 6, the brick-and-mortar locations will house the foundation collection of products and its newly-launched tools. Bey made the informal announcement on social media using her infamous “World, stop… carry on,” sentiment over an instrumental of 2013’s “***Flawless.”

For her, the retail pivot was a natural one for Cécred.

“My vision for Cécred has always been to be an inclusive force of excellence, investing in research, science and testing for all hair types,” she explained to WWD. “As a Black founder, there are misconceptions that we can only make products for hair like ours. Society has trained us to focus on our differences, and it’s kept us in boxes, but little do people know, your hair and my hair, whether it’s coily, kinky, wavy or straight, has a lot more in common than it does differences. Seeing our products perform across everyone is proof that when you put science in front of bias, the results speak for themselves.”

When speaking on Cécred’s first retail partnership, Bey expressed, “In the past year, we’ve helped so many make a deeper connection with their hair, building a community that redefines what a typical hair care brand looks like. Our historic partnership with Ulta Beauty represents a meaningful milestone in our journey of getting Cécred in the aisles and salons nationwide for everyone to experience.”

WWD reported that Cécred’s partnership with Ulta is the retailer’s biggest exclusive launch in their history. Kecia Steelman, Ulta’s president and newly anointed chief executive officer, shared that Cécred will be “very prominent, front-and-center with life-sized fixtures and bottle amplification,” in ways that have never been done before, especially in their salons.

This is a nod to Cécred’s foundation stemming from Bey working in her mother, Tina Knowles’ salon.

“One of the things that tied us to Cécred is the story of Beyoncé sweeping up hair in her mom’s salon. Beauty is generational, hair is generational, and we have that shopping experience at Ulta Beauty with daughters, mothers and grandmothers,” said Steelman. “When you have that coming together with what our view of the consumer is, that’s when magic happens.”

Both Bey and Mama Tina both teased Cécred’s new collection that’s set to “revolutionize hair in some ways.” More details about the partnership and what’s next for Cécred are rumored to come closer to the retail launch date.

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