Everything Beyoncé puts her touch on turns into something big, including her hair care brand named Cécred. Right now, it looks like the brand is in the news for the wrong reasons after being accused of stealing a packaging design from another company.
A fashion consultant went on LinkedIn and posted a message about how Cécred and another company, TWYG, have similar designs. TWYG is a New Zealand-based company that focuses on skincare.
“There is a stark similarity, let’s be honest both are aesthetically pleasing, impactful but horrifically over packaged,” the fashion consultant said. “There’s a good chance that the packaging similarity is a coincidence however it’s proof that it’s harder than ever to launch a truly different product and IP is increasingly difficult to defend.”
Beyoncé has been accused of stealing New Zealand skincare company TWYG design packaging for her hairline brand, ‘CÉCRED’. pic.twitter.com/ZTewdyU9qu
— Pop Flop (@ThePopFlop) March 8, 2024
Amanda Gaskin, the founder of the company that created the packaging of TWYG, responded to the LinkedIn post, saying she felt “gutted” by Beyoncé.
“As the designer behind TWYG skincare’s brand and packaging, launched in June 2023, I couldn’t help but feel a pang of deep disappointment upon discovering Beyoncé’s recent hair care packaging,” Gaskin said. “Over the span of 18 months, my team poured countless hours into TWYG, with a significant portion of that time dedicated to crafting the custom-formed lids.
“It’s hard to believe that Beyoncé’s brand and packaging team hadn’t stumbled across our work, especially considering the recognition TWYG received last year. We won multiple design awards from some of the most esteemed design schemes globally and the work we created for TWYG was widely shared and featured on packaging blogs, social media platforms, and within industry circles. To say I’m gutted would be an understatement.”
Some of Beyoncé’s fans claim that the hair brand was in the works years ago, which means there was no way that the singer could have stolen any ideas.
The packaging was already decided by then as evidenced in the Renaissance film. You want to move the goalpost just off vitriol when you have no facts on when TWYG had theirs done either? We actually have a visible timeline for Cécred, and you have one pre-launch instagram post?
— c ✨ (@beysrocketx) March 7, 2024
