Beyoncé Knowles-Carter and her mother Tina Knowles have officially expanded their haircare brand Cécred to Ulta Beauty stores nationwide, marking a significant milestone for the family-owned beauty venture. The April 6 launch celebration introduces their comprehensive collection to mainstream retail, bringing their vision of inclusive haircare to a broader audience.
The family connection behind the brand
The expansion to Ulta Beauty comes with characteristic Knowles family flair. In a strategic social media rollout, Beyoncé herself demonstrated the Cécred Nourishing Hair Oil on her platinum blonde tresses before passing it to her mother Tina, who then handed it to team members placing it on Ulta shelves. The playful Instagram video emphasized the family-centered nature of the business while announcing the retail partnership with the caption: “Operation get @cecred at @ultabeauty is officially COMPLETE, with the help of the big boss and founder, @beyonce!”
This mother-daughter collaboration builds on their shared history in the beauty space. Tina Knowles’ background as a salon owner and stylist, combined with Beyoncé’s experience navigating the demands of maintaining healthy hair throughout her entertainment career, creates a foundation of practical expertise behind every Cécred product.
View this post on Instagram
From exclusive to accessible
The Ulta Beauty partnership represents a carefully planned expansion just two months after Cécred’s initial February 2025 direct-to-consumer launch. What began as an exclusive online offering at cecred.com has evolved into a retail strategy making all 16 products from the Foundation Collection available to in-store shoppers nationwide.
The collection spans a price range of $16 to $56, creating accessibility at various price points while maintaining the premium positioning of specialty items. This thoughtful approach to pricing reflects the brand’s commitment to making quality haircare accessible without compromising on formulation excellence.
The cornerstone products reshaping haircare routines
At the heart of the Cécred lineup are several standout formulations that have already earned dedicated followers:
The collection includes hydrating and clarifying shampoos and conditioners designed for various hair needs. The Nourishing Hair Oil, Restoring Hair & Edge Drops, and Moisture Sealing Lotion have become particularly popular among early adopters. For those seeking more intensive treatment, the Fermented Rice & Rose Protein Ritual offers deep nourishment.
The line also features practical hair tools like styling combs and vented paddle brushes that complement the product formulations. For travelers and those wanting to sample the collection, travel-sized options are available, along with exclusive bundles that provide value while introducing customers to multiple products.
The brand has prioritized research-backed formulations that address the specific needs of diverse hair types, filling a gap in the mainstream beauty market while elevating the standard for inclusive haircare.
Building community beyond products
The Cécred retail launch extends beyond merchandise availability to create immersive brand experiences. Select Ulta Beauty locations will host in-store treatment demonstrations and salon events, connecting customers directly with the products’ applications and benefits. This experiential approach transforms traditional retail into educational opportunities that build authentic community engagement.
To celebrate the partnership launch, Cécred has introduced a limited-time promotion offering customers a complimentary branded cosmetic bag with qualifying purchases through April 19, while supplies last. This strategic incentive not only drives initial trial but creates a tangible brand connection that extends beyond the products themselves.
Redefining beauty standards through representation
What distinguishes Cécred in the crowded haircare marketplace is its authentic connection to heritage and representation. The brand’s development reflects a deeper mission to create products that honor diverse hair textures while providing genuinely effective solutions.
By leveraging their industry influence to address longstanding gaps in mainstream haircare, Beyoncé and Tina Knowles have positioned Cécred as more than a celebrity beauty venture. The brand represents a values-driven approach to beauty that challenges conventional standards while delivering performative products.
As industry observers note the expanding impact of celebrity-founded beauty brands, Cécred stands apart through its foundation in genuine expertise and commitment to product integrity. While many celebrity beauty lines capitalize primarily on name recognition, the Knowles’ approach prioritizes formulation excellence and inclusive representation throughout product development.
The future landscape of inclusive beauty
The Cécred expansion into Ulta Beauty stores signals changing expectations in mainstream beauty retail. As consumer demand grows for products that genuinely address diverse needs, retailers are responding by elevating brands with authentic connections to underrepresented communities.
This strategic partnership positions both Cécred and Ulta Beauty at the forefront of the evolving beauty landscape, where representation is increasingly recognized as essential rather than optional. The collaboration demonstrates how heritage-inspired brands can successfully transition from niche markets to mainstream retail while maintaining their core values and mission.
As Cécred continues establishing its presence in both digital and physical retail environments, its growth trajectory illustrates how authenticity can drive commercial success when paired with genuine product innovation. By centering the experiences of diverse hair types in both formulation and marketing, Beyoncé and Tina Knowles have created not just another celebrity beauty brand, but a meaningful contribution to the industry’s evolution toward true inclusion.
