American singer Beyoncé has said she wants her haircare brand, Cécred, to earn customers through the quality of its products rather than her celebrity status.
The Grammy-winning artiste shared her vision for the brand in a new interview with i-D magazine, explaining that she wanted to create products that addressed real haircare problems and delivered results.
“I had a vision to build something that solved real problems and performed so incredibly that the people who can’t stand my music still use Cécred, haaaa! … because it works,” she said.
Beyoncé also clarified her role in the business, describing herself as its founder, visionary and sole investor rather than its face or model.
The singer acknowledged that changing public perceptions of celebrity-founded brands was a challenge when she launched Cécred in 2024.
“My mother and I poured decades of experience, tradition, and love into Cécred, so seeing our community grow across every ethnicity, texture, generation and gender is so fulfilling,” she said.
The brand draws on the haircare knowledge Beyoncé gained from her mother, Tina Knowles, who ran a hair salon while the singer was growing up.
Cécred initially launched in the United States and has since expanded its product range. Its latest international move includes an expansion into the United Kingdom.
Beyoncé’s comments reflect her intention to establish Cécred as a haircare business whose reputation rests on product performance, appealing to customers regardless of their opinions about her music or status.
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