Beyoncé’s award-winning haircare brand, Cécred, is making its first international physical retail debut in the United Kingdom. Founded by Beyoncé alongside her mother Tina Knowles and CEO Grace Ray, the brand launched in 2024 after six years of dedicated research and development. Beyoncé intentionally self-funded the company to prioritize extensive R&D without external constraints, enabling the creation of a Los Angeles-based test salon and research laboratory that underpin the brand’s science-backed product line.

Cécred’s products are designed to address fundamental hair health needs rather than just cosmetic improvements. The brand features items like Clarifying Shampoo, Moisturizing Deep Conditioner, and the patent-pending Bioactive Keratin Ferment, with a notable focus on inclusivity and catering to all hair types from straight to coily. This approach has helped Cécred gain a strong foothold in the prestige haircare market, including top performers like Restoring Hair and Edge Drops, which contribute significantly to Cécred’s exceptional revenue and its standing within Ulta Beauty’s haircare category.

Grace Ray, with experience from Smashbox and L’Oréal, has navigated the complexities of scaling production and retail presence amid the fast-growing demand for Cécred’s offerings. The brand currently ships directly to consumers and has an influential presence at Ulta Beauty, where haircare accounts for 20% of Q2 net sales. The move into UK retail, specifically through Space NK stores and online starting September 22, marks a major expansion step outside the U.S., reflecting the brand’s rapid growth and ambition.

Beyoncé expressed pride in bringing a brand rooted in inclusivity to the UK, inspired by the country’s diverse hair types and styles seen during her performances there. Tina Knowles shared the long-term vision of turning Cécred into a global household name accessible to everyone. This expansion highlights Cécred’s mission to offer scientifically developed, inclusive haircare solutions while strengthening its position in the competitive international beauty market.