everyone! Nothing makes you feel more doper than receiving an email in your inbox titled “Beyoncé Knowles Carter’s Hair Care Brand: Confidential News + Invitation.” right? And my reaction was definitely what I expected. A momentary squeal of pure excitement and disbelief was followed by the immediate reaction of a legal agreement to keep everything I had heard and experienced… secret for now.
Let me just say, I was pleasantly surprised by the product choices, the feel of everything in my 4b hair, and the fact that Ms. Tina Knowles (aka Beyoncé’s mom) was on my scalp during the top-secret Cécred test drive. I felt it. More details later.
Courtesy of Mr. Secred
Beyoncé’s Instagram caption, “Hair is sacred. The journey begins February 20th” — I’ve been racking my brain for what the superstar has to offer. She’s literally been serving up nearly 30 years worth of coveted “dos,” so I immediately envisioned styling products and wigs. I mean, Beyoncé’s amazing hair in the movie Black is King alone justifies that prediction. I was wrong.
The first product line, called the Foundation Collection, focuses on hair and scalp health and utilizes a patent-pending technology called bioactive keratin fermentation. So what’s included? Seven hair/scalp care products, a small cosmetic bag, and the “Shaking Vessel” (aka mixing bottle) for use in the line’s most innovative product, the Fermented Rice & Rose Protein Ritual. Hair rinse. An official press release states that the brand “respects global traditions while delivering what hair needs: rich conditioners and strengthening proteins, patent-pending technology and fermentation, sensory luxury and visible strength. It eloquently declares, “Provides outstanding performance for moisturizing and brightening.”
I put that claim to the test two weeks ago at a super secret appointment (no phones, no recorders, no anything!) at Neal Farina Salon in Brooklyn. Neil, Beyoncé’s longtime hairstylist, was joined by Secred Vice President Tina Knowles, Secred Director of Education Dr. Kari Williams, Secred CEO Grace Ray, and a small camera crew. All magic recorded. And no, Beyoncé wasn’t there unfortunately (wow!). However, the icon shared by Tina and Neil suggests, “Beyoncé loves how light this oil is on her hair and scalp,” and “Beyoncé loves that the product’s scent is calming and soothing.” There were many thoughts such as, “I was very deliberately conscious of whether or not it was something that wasn’t there.” Overwhelming, just to name a few.
This press release from the Renaissance singer states, “My vision is to excel in the hair care industry while celebrating hair rituals across cultures around the world and helping to dispel myths and misconceptions about hair in all aspects.” The goal is to become an all-encompassing force.” These words are quoted verbatim.
Courtesy of Mr. Secred
Although this is Beyoncé’s first hair care brand, fans of Beyoncé know that she spent her childhood at her mother’s former hair salon, Headlines, in Houston, Texas. Add to that over 25 years of statement hairstyles and 40 years of hairstyling expertise inherited from your mother, and you’ve got the right brand to make some big waves.
Here’s everything you need to know…
What Secred products are available?
Again, the first product is part of a foundation collection and is thoughtfully crafted to enhance scalp health and strengthen hair. For the record, this product does indeed smell great thanks to the brand’s signature scent called Temple Oud, which is a beautiful combination of warm musk, night-blooming jasmine, Haitian vetiver, violet leaf, and oud. It smells wonderful.
The brand overview for each product is as follows.
Clarifying Shampoo & Scalp Scrub
50% off now
Similar to scalp skin care, this Clarifying Shampoo & Scalp Scrub is innovative with a balanced combination of exfoliants, fermented purple willow bark, and tea tree oil to remove buildup and residue from the hair and scalp. Achieves a deep clean.
This luxurious hyaluronic acid shampoo hydrates and visibly nourishes your hair, leaving it manageable and strong.
moisturizing deep conditioner
Now 61% off
Revives dry and dull hair. This ultra-rich formula is infused with an African oil blend and shea butter to moisturize, soften, and improve manageability.
Treatment mask reconstruction
50% off now
Hair repair in a bottle. Utilizing our patent-pending bioactive keratin fermentation, this treatment is clinically tested to visibly reduce damage, increase strength, and improve shine in just one use.
Fermented rice and rose protein ritual
Fermented rice water has long been a favorite in Asian cultures for its ability to strengthen and preserve hair length, but it takes several days to ferment. The ritual begins with fermented rice and rose powder, which instantly transforms into a water-activated and fortified hair rinse treatment, followed by a luscious silk rinse.
moisture sealing lotion
50% off now
This multitasking feature does it all: seal, smooth, and style with a light hold.
nourishing hair oil
50% off now
This blend of 13 oils and plant-based extracts locks in moisture and provides a soft glow. All silicone-free.
Take your hair care to a luxurious level with a custom-made container that mixes fermented rice and rose powder with water to create an intensifying hair rinse treatment.
What kind of hair type is SECRED made for?
Believe it or not… everyone! I thought this product was only for curly-textured hair, but the brand says it “includes hair textures from straight to coiled, and hair conditions such as virgin, color-treated, chemically treated, and heat-styled.” It is said to be made for hair conditions that require extra moisture and hydration. strength. “
What is Cécred’s bioactive keratin fermentation technology?
It’s Beyoncé’s innovative take on the bonding hair care boom driven by brands like Olaplex and K-18. The keratin used in Secre products is derived from wool, honey and fermented lactic acid bacteria (also known as probiotics). The brand boasts that the actual keratin protein is small enough to penetrate the cortex of each hair, making a huge difference in hair strength and length maintenance.
my experience and results
As mentioned above, salon appointments were top secret. I was asked for an NDA at the door and told that I was not allowed to use the phone. After pledging my allegiance to temporarily guarding Bey’s hair care secrets and burying my phone deep in my bag, the experience began. There were only three other editors, so we were all excited to see this big announcement. The first hour was spent learning about each product, the delicate process behind their formulation, and having Dr. Kari Williams look at my scalp with a tricoscope.
From there, I hit the sink with one of the salon’s stylists to apply these products and let them work their magic. The clarifying shampoo and scalp scrub were divine. I love how the fermented purple willow bark is gentle on the scalp. I rarely use physical exfoliants. This is because the particles (usually sugar or salt) are not completely washed out and end up falling out of your hair sporadically after a few days. The tiny purple willow bark granules in this shampoo literally dissolve when you scrub. The next step was a hydrating shampoo and it worked as advertised. I was thankful that my hair wasn’t losing moisture. While the stylists checked out Secred’s entire arsenal, Tina walked around making sure we reached out to touch her hair.
After a thorough cleansing, my hair was ready for two conditioning products. First up is the Moisturizing Deep Conditioner. This bb acts as your go-to conditioner for a typical laundry day. My stylist easily detangled my curls with an ultra-creamy formula. I didn’t feel any catch or damage. The next two steps (both processes) were a bit more extensive. The Reconstructing Treatment Mask was applied from root to tip. My hair was then covered with a plastic shower cap and sat under the hood dryer for about 15-20 minutes. They made it clear that this powerful mask should not be left on for more than 30 minutes, as the bioactive keratin fermentation technology does not require much time to take full effect. After the mask, my hair definitely felt juicy and moisturized. Finally, it’s time to test our most innovative product: Fermented Rice & Rose Protein Ritual. My stylist took one of the individually dosed powder packs and poured it into a ceremonial shaking container, then added warm water. After shaking the bottle to make sure the powder was completely dissolved, I poured it directly onto my hair and scalp. Since it is a thin liquid and not thick, much of it ends up going down the drain. Be sure to work it into your hair when pouring for optimal absorption. It was left on for only 5 minutes and then washed off with a silk rinse, the second step of the ritual. When choosing a hairstyle, I chose a silk press.
So, after completing the ritual treatment, the stylist added a small amount of moisture sealing lotion. The best way to describe the lotion is a light leave-in conditioner. It certainly helped achieve a very smooth blow-dry. Once the stylist started pressing my hair, I noticed how beautifully styled my hair was. There was very little smoke coming from the iron and my hair was very shiny. It’s so shiny that I was confused when my hairdresser told me she hadn’t used any oil on it yet. But once she applied Nourishing Hair Oil (just 3 drops), my hair became super polished. The silk press lasted a solid week without any additional heat. I’m impressed…I can’t wait to use the products at home to see if I can recreate the salon experience. My favorite products in the collection are the Reconstructing Treatment Mask and the Nourishing Hair Oil.
Are there any other products in development?
The short answer is yes. But no one was sure exactly what would happen and when. When I asked her about styling products, she replied with a playful smile, “Of course.” I also heard that a “hair tool” was being tested. Additionally, the brand’s official website has already teased a “moisturizing conditioner.” All I can say is…stay tuned!
What else do I need to know?
Ever the benevolent queen, Beyoncé wants to champion the professional stylist community beyond hair care and health. Cécred will therefore partner with Bey’s philanthropic foundation BeyGOOD. The BeyGOOD x Cécred Fund will donate $500,000 annually to support cosmetology school scholarships and salon business grants.
Courtesy of Mr. Secred
my final thoughts
Of all of Beyoncé’s business ventures, this one makes the most sense. Tina’s history with her hair care, all the iconic hairstyles she’s enchanted us with over the years, and the rare glimpses we’ve had of her long, healthy, natural hair. is. I know Beyhive is going to do what they have to do and sell these products out quickly. But I hope Cécred finds some success and longevity, supported by consistent storytelling from its creators. I love how Rihanna (Fenty Beauty) and Tracee Ellis Ross (Pattern Haircare) are dedicated to speaking directly to consumers through social media. They may even show up without makeup or with their hair loose to prove the effectiveness of the product. It would be truly moving to see Beyoncé offer the same level of transparency and vulnerability she does when bringing Secred to the masses. Either way, she’ll make the leap. We’re talking about Beyoncé Knowles-Carter, a certified alien superstar. The sky is the limit.
Julie Wilson is Cosmopolitan’s beauty editor. Previously, she was Beauty Director at Cosmo and Global Beauty Director at Essence, and held various editorial positions at Huffington Post and Real Simple. She considers herself lucky to be able to make a living using beauty products and tell dope stories. And if you’re as obsessed with beauty as she is, follow her on Instagram for tons of product lectures, natural hair inspiration, skin care tests, black girl magical pranks, and more .
