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“Let me give you a trim.”
This is a phrase that typically strikes fear in a Black woman’s heart.
(Yes,theMs.Tina Knowles.)
I’m here to preview the product lineup forCecred, the hair-care line from Beyonce Knowles-Carter and Tina Knowles.
Jessica getting trimmed by Ms. Tina.
He refers to her as “sister, friend, boss” at every mention.
Jessica getting trimmed by Ms. Tina.
Both of us are at the end of a seven-month trickle of information about this brand.
Courtesy of Cécred
It started in May 2023 with anInstagram post.
(Allurecan confirm that this image is of Beyonce’s natural hair.)
Next up, there were the influencer invites to theRenaissancetour concert on Bey’s birthday in California.
Courtesy of Cécred
(Allurecan confirm that no information was shared; it was just a good time.)
She explains how she and Beyonce have been working on this line for six years.
Courtesy of Cecred
In a Cecred press release, Beyonce says.
Courtesy of Cécred
But seriously, the vibe is luxury.
Each bottle has a custom pebbled surface that’s meant to mimic the stone of ancient monuments.
The formulas inside strike a delicate balance between keratin-infused protein treatments and oil-rich moisturizers.
The pitch is all about global rituals of hair care and this ritual is a lengthy one.
Then, theHydrating Shampoo($30) that hashyaluronic acidon the ingredient list.
These are meant to be used as a double-cleanse.
The reconstructor has a patent-pending “bioactive keratin ferment.”
(Allurewasn’t able to reach out to an independent chemist to confirm because of the strict embargo.)
(Were at four steps, but who’s counting?)
This ritual involves two steps and a shaker vessel ($20, sold separately).
My beauty editor comrade called it a “protein shake for your hair.”
You follow with the Silk Rinse.
After this, you use the deep conditioner.
Dr. Williams says the multi-layered system is meant to be used as a preventative, maintenance treatment.
For example, it was the secret weapon used before bleaching hair on the Renaissance tour.
It’s clear this is anexperience.
The entire collection has a warm, earthy Temple Oud scent thats not overpowering.
It’s a great contrast to all the fruit-forward natural hair collections out there.
Courtesy of Cécred
It starts with the scrub.
It feels silky, but the scrub isn’t scrubby.
Once water is applied, the hydrating shampoo is next and this stufflathers.
Courtesy of Cécred
Next, is the deep conditioner, a trip to the hood dryer, and detangling.
I reach back to the sink to touch my hair after the rinse, and it’s pillowy soft.
I love that there isn’t a light conditioner in the line.
For those with coily hair, it’s a mask or nothing.
I’m always disappointed by those watery conditioners and this line has none of that.
Before blow-drying and flat ironing, the leave-in is applied.
Courtesy of Cécred
The straightened surface of my hair has the glassy gleam that Instagram girlies dream of.
That’s when the aforementioned trim goes down.
I did not end up with a bob, but a conservative fourth of an inch was taken away.
Courtesy of Cécred
Neal says Ms. Tina does Beyonce’s trims when he isn’t around.
Neal pops in to do the final styling touches, and I’m whisked away for my after pictures.
Overall, this line gives the impression of thoughtfulness and care.
Ms. Tina’s years in the salon are evident in the formulations.
I have personally witnessed how these products have stopped breakage in its tracks.
The balance of strength and moisture is targeted to those with hair damage.
There’s also a philanthropic bent to all of this.
Cecred will partner with Knowles-Carter’s philanthropic foundation, BeyGOOD, to create the BeyGOOD x Cecred Fund.
As part of this initiative $500,000 annually will go to cosmetology school scholarships and salon business grants.
After five hours, I walk away with a hair transformation and a few questions.
Are we going to see more of Beyonce’s hair sans-wigs and -weaves as she rolls this out?
Will the Beyhive balk at the $30 price point for shampoo?
Which retailer will snap up this huge exclusive?
(It’s sold direct to consumer… for now.)
The full Cecred collection retails for $20 to $52 and will be sold oncecred.com.
