There are very few things in this world that allow you to leave the house at 7am. But when I was invited to test out Beyonce Knowles-Carter’s latest hair care line, I made an exception. I left my New Jersey home right after sunrise and trekked for two hours to arrive in Brooklyn by 9am. It was peak morning rush hour, but we didn’t care. I had one goal in mind. It’s all about testing out Knowles Carter’s long-awaited hair care line, Secred (pronounced like “holy”), and Neil Farina Salon owner and hairstylist responsible for creating her killer Renaissance hairstyle. It was to meet Farina. The latest platinum color. With an open heart and a smile on my face, I was ready.
brand
You’d have to live under a rock not to know that Beyoncé Knowles-Carter is a bona fide hustler. Over the past decade, she’s dabbled in fashion (remember House of De Leon and IVY PARK?) and fragrance (Heat, Rise, Pulse, and, most recently, who can forget C’est Noir?) However, to be honest, her latest venture feels different. Perhaps it’s because the brand stems from Knowles-Carter’s love of hair, especially black culture, something her mother is also deeply passionate about. Back at her Brooklyn salon, Knowles shares how her oldest daughter grew up sweeping hair from the floor of the aptly named Headlines salon in Houston. As a result, Knowles-Carter witnessed first-hand how her mother mixes formulas with natural butters and oils to promote and maintain hair health. Naturally, the pop star brings her mother’s 40 years of experience as a hairstylist, salon owner, and entrepreneur to Secred as vice chairman.
“Throughout my life and career, I have worn my hair in many different ways: natural, ironed, braided, colored, weaved, and wigged,” said Beyoncé Knowles, Founder and Chairman of Secred. = Carter says. “I want everyone to have the freedom to express their hair in a way that makes them feel good. That’s why I started by creating essentials for hair and scalp health. My Our vision is to be a leading and inclusive force in the hair care industry while celebrating hair.” A ritual that spans cultures around the world and helps dispel myths and misconceptions about hair in all its aspects. ”
The complete collection of Secred.
(Image credit: Cécred)
The collection consists of eight products that cleanse, condition, and repair. It contains a purifying shampoo made up of willow bark and tea tree oil to remove buildup and residue. Shampoo containing hyaluronic acid. A conditioner containing African oil and shea butter. A reconstructive treatment mask made with the brand’s patent-pending bioactive keratin ferment to reduce damage. A sealing lotion that smooths and styles all hair textures with a light hold. Array oil made from plant-derived extracts.
While the entire line provides users with a framework for healthy hair, the collection’s star product is Fermented Rice and Rose Protein Ritual, which starts out as a powder but quickly transforms into a strengthening hair rinse treatment when you add water. It will change. To create this, the brand gleaned inspiration from regions of Asia where the centuries-old custom of washing hair with rice wash water makes hair stronger and shinier.
To learn more about the benefits of rice water for hair, we spoke to cosmetic chemist Ginger King. She allowed rice treatments on all hair types as long as they were applied to the scalp. “Rice protein is rich in amino acids that provide nutrients,” King asserts. “Fermented versions break down molecules to make them easier to absorb. However, when it comes to effectiveness, despite claims that rice water works for hair, it kills hair ( However, Dr. King points out that while rice protein can provide some nutrients when applied to the scalp area, it is not as strong as the hair binding agent that prevents hair breakage. I’m doing it.
The entire collection is now ready to be tested.
my first impression
When I sat in Farina’s chair and received first the hyaluronic acid shampoo and then the conditioner, I wasn’t expecting any significant results. I always try a lot of products, but shampoo never changes things for me. Most are so dry that they destroy the scalp microbiome and make 4C curls dry and brittle. Surprisingly, this was not the case with Cécred Moisturizing Shampoo. For the ultimate test, I ran my fingers along the nape of my neck to feel the difference. It didn’t feel like sandpaper. So far, so good.
We wanted everyone to be able to express themselves and feel good about their hair, so we started by creating essentials for hair and scalp health.
beyonce knowles carter
“What you feel and see took years to create,” Farina, Secred’s lead global stylist, said while catching me examining my hair. “On set, I would always ask Beyoncé, ‘When are you going to start using hair products?’ And she’d say, ‘Not yet,’ or ‘It’s not the right time,’ and then she finally came to me and said, ‘When are you going to start using hair products?’ He came and said, “Let’s do it!” And we got it right. ”
Out of curiosity, I asked Mr. Knowles what he thought about this shampoo and if he had any takeaways. Knowles looks down at my hair as the assistant rinses the conditioner out of my hair. “You have beautiful skin,” she said. We had been talking for the past 15 minutes about the health of your hair and the importance of maintaining its weave, but I wasn’t interested anymore. I couldn’t concentrate. Everything was blurry. Beyoncé’s mother said my skin was beautiful. I was not feeling well.
I quickly regained my composure and sat patiently until Farina’s assistant began the rice protein treatment. First, she filled the container with 24 ounces of warm water, then added a cup of rice and a packet of rose protein powder. The solution was then shaken for 20 seconds until completely dissolved. Then she slowly poured the conditioner into my scalp and hair. It didn’t sting, feel sticky, or have any pungent odor. It was incredibly relaxing and it was like she cracked an egg on my head and the raw egg dripped onto my scalp.
Secred’s staff will ask Dina to perform a scalp diagnosis.
(Image credit: Cécred)
After a quick rinse with water and 40 minutes of sitting under the hair dryer, Farina was finally ready to cut and style my hair. He started by putting a few drops of hair oil on it and it smelled like a spa, but not very medicinal. Then I combed and styled my hair into a very trendy bob.
Just when I thought it was over, Mr. Knowles returned to the scene, but this time in all his hairstylist glory, he touched my hair. She looked at me proudly as she threaded my freshly washed hair through her manicured fingers, cutting here and trimming there. It was similar to the look a mother makes when she does something pleasing to her children. Sure we talked a little about hair health and laughed a little about my skin, but was Ms. Knowles proud of me? I immediately wondered if this was how Beyoncé felt. I closed my eyes and imagined a young Beyoncé braiding her hair at Headlines in Houston, Texas.
All was well with the world again.
She slowly turned my chair around so I could see what she and Farina had created. It was exactly what I wanted. But more importantly, my scalp and hair felt refreshed. I wasn’t sure if the positive vibes I experienced were due to the product or because Ms. Knowles told me my skin was beautiful and did my hair. Either way, I can assure you that my hair (and ego) will never be the same.
They say you never forget your first time. Your first job, your first crush, your first kiss. Having her hair styled by Mr. Knowles is a first of many times, even if it means leaving the house at 7 a.m. on a cold winter’s day.
buy secred
Secred Clarifying Shampoo & Scalp Scrub
A shampoo and scalp scrub that uses exfoliants, willow bark, and tea tree oil to remove buildup and residue from the hair and scalp.
Secred Hydrating Shampoo
A highly moisturizing shampoo containing hyaluronic acid that makes your hair manageable and strong.
Secred Moisturizing Deep Conditioner
Conditioner with African oil blend and shea butter to moisturize and soften hair.
SECRED Reconstructing Treatment Mask
Made with Cécred’s patent-pending bioactive keratin ferment, this treatment mask reduces damage and improves shine in just one use, the brand claims.
Secred Fermented Rice & Rose Protein Ritual
Fermented rice and rose powder transform into a hair rinse treatment when activated with water. Apply silk rinse after rose powder treatment.
Secred Moisture Sealing Lotion
A lotion that conditions and styles all hair types with a light hold.
This oil contains 13 types of oils and plant-derived extracts to lock in moisture and give a soft glow.
meet an expert
beyonce knowles carter
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Founder and Chairman of Secred
Beyoncé Knowles-Carter is an American singer, songwriter, and businesswoman.
Neil Farina
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Cécred Lead Global Stylist
After immigrating to the United States from Trinidad decades ago, Farina went on to style Kelly Rowland, Keri Hilson, Mya, Danity Kane, Solange, Michelle Williams, Mary J. Bridge, and Beyoncé, and soon It attracted attention in the industry. His technical mastery has been recognized around the world, including countless tours with Beyoncé and Giorgio Armani, such as the Mrs. Carter Show and the On the Run Tour.
ginger king
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Cosmetic Chemist Beauty Expert
Ginger King is a cosmetic chemist who has been passionately creating beauty products from concept to completion since 1995. She is skilled in innovative concepts, creative product formulations, application of advanced technology, ergonomic packaging development, and influential competitive analysis. Ginger has developed over hundreds of products, from hair care to skin care, sun care to color cosmetics. Her celebrated products include the innovative first-to-market Joico ICE SPIKER, a water-resistant hair glue, Freeze 24.7 Ice Shield, an SPF 15 facial cleanser, and the Avon Advance Techniques Color Protection series.
