Beyoncé wants her haircare business to succeed for a reason that goes beyond her global fame: she believes the products should earn customers through performance, regardless of how they feel about her music.
The Grammy-winning singer shared that philosophy in a new interview with i-D magazine, discussing the thinking behind Cécred, the haircare company she launched in 2024 with her mother, Tina Knowles. In an excerpt published on October 26, Beyoncé explained that she wanted to create products effective enough to attract even people who are not fans of her music.
“I had a vision to build something that solved real problems and performed so incredibly that the people who can’t stand my music still use Cécred,” she said, adding with humor, “because it works.”
Her remarks, reported by PEOPLE, offer insight into how the 45-year-old artist wants consumers to view the business: as a haircare brand with its own identity, rather than simply another celebrity-backed product line.
Beyoncé said she had to account for public perceptions surrounding celebrity-founded companies when developing the brand. She also emphasized her role behind the business, describing herself as its founder, visionary and sole investor, rather than its face or model.
The strategy reflects an effort to build Cécred around its products and the needs they are intended to address. Beyoncé said she and her mother brought decades of experience, tradition and personal knowledge of haircare into the venture. She added that watching the brand attract customers across different ethnicities, hair textures, generations and genders had been especially rewarding.
Knowles’ influence is rooted in her years of working in the hair industry. Her salon helped shape Beyoncé’s understanding of hair, beauty and entrepreneurship, and the singer has previously spoken about wanting to carry forward the knowledge and legacy she witnessed growing up.
Cécred launched in the United States in 2024 with its Foundation collection, which included eight products designed for cleansing, conditioning and strengthening hair. The brand’s range is built around its own haircare formulations, including Bioactive Keratin Ferment, a technology the company describes as patent-pending.
The interview also comes as Cécred expands into the United Kingdom, marking a new stage in the company’s growth beyond its original US market. According to i-D, the special Beyoncé zine features a conversation with both the singer and Knowles about the brand and their shared experience with haircare.
Beyoncé’s comments make clear that she does not want the company’s appeal to depend solely on her celebrity. Her stated ambition is for customers to judge Cécred by what the products deliver, even if they have little interest in her music.
Whether that promise translates into lasting customer loyalty will depend on consumers’ experiences with the products. But Beyoncé’s message is clear, she wants Cécred to stand on its own merits.
Source: theGrio
