Beyoncé is taking the haircare world by storm with the upcoming launch of a new collection from her award-winning brand, Cécred. Set to debut on August 25, the Protection Collection aims to address the challenges faced by people wearing protective hairstyles and extensions. The five-product lineup is designed with innovative formulations and proprietary technology to support hair and scalp health, reflecting both the personal experience of Beyoncé and a long-standing gap in the market.
“This collection is very personal for my daughter because she’s lived these challenges her whole life,” said Tina Knowles, Beyoncé’s mother and Cécred’s vice chairwoman. “She’s worn wigs, weaves, braids, and extensions in different ways throughout her career. And like so many of us, she had to experiment, mixing up her own remedies because the right products didn’t exist.”
The Protection Collection is born out of a desire to serve a community that has often been overlooked in mainstream haircare. Protective hairstyles—braids, wigs, and extensions—are celebrated for style and convenience, yet the removal process and ongoing care often leave hair damaged. “Touring with Beyoncé, even back in the Destiny’s Child days, working in my salon, and now in our Cécred salon, I see so much damage related to the take-down of protective styles,” Knowles explained. “It was frustrating to see how the end look of a style was always prioritized over the health of the hair. There was nothing on the market that we could give to my daughter or recommend to clients. This collection fills that long-standing gap with advanced care that finally delivers real results.”
Beyoncé Unveils Cécred’s Latest 5-Product Collection for Protective Styles
The development of the Protection Collection involved a highly experienced team, including Robyn Watkins, Cécred’s senior vice president of product development, whose background includes work with Smashbox and Black Radiance. The collection features PhytoFerment technology, inspired by the rich history of herbalism and plant-based remedies used for centuries in African American and Native communities. According to Watkins, the proprietary blend incorporates bioactive CO2 extracts such as goldenrod and goldenseal, fermented with purple willow bark, to soothe, nourish, and clear impurities from the hair and scalp, promoting overall health.
“People from diverse backgrounds with deep expertise came together to create these products,” said Cécred CEO Grace Ray, formerly of Milani Cosmetics, Living Proof, and Smashbox. “Everyone holds themselves to high standards, and the combination of perspectives is what drives the results we achieve. This was never intended to be just a celebrity brand. Our focus has always been on performance, differentiation, and creating products that truly stand out in the market.”
The Protection Collection includes a no-rinse Scalp Refreshing Spray ($38), Detoxifying Shampoo ($39), Detangling Spray ($28), a multipurpose Oil Ritual treatment ($48), and a Hair & Scalp Balm ($36). A new fragrance, Nocturne Spice, complements the existing Temple Oud scent line, blending pink pepper, vanilla, cardamom, tonka bean, and oud to create a luxurious, crown-worthy aroma. Watkins explained that the new fragrance enhances the formulas while providing an elevated sensory experience.
One standout product, according to Beyoncé’s family, is the Detangling Spray. Tina Knowles shared, “We can’t keep enough on hand, whether we’re home or on tour. Whenever we take braids down, we saturate the hair with it, and the braids slide right out. It’s a game changer, and the slip is unlike anything we’ve ever tried.”
To celebrate the launch, Cécred will host its first in-person shopping experience with an immersive pop-up in New York City on Saturday, August 23. Attendees will be able to try products, receive exclusive gifts, and experience educational stations with expert stylists. “Education is a key element of our brand,” Ray said. “The space will feature large-scale visuals, touch-and-feel stations, and affiliate stylists ready to walk guests through the collection. We want everyone to understand the care and science behind our products.”
Since its debut in February 2024, Cécred has quickly positioned itself as an innovative force in haircare. The brand holds 16 pending patents for tools, packaging, and technology, and has already earned 52 product-focused awards. Social media engagement is equally strong, with Dash Hudson data showing Cécred as the most engaging haircare brand online.
Beyoncé’s new Protection Collection reflects a broader mission: addressing overlooked needs in the haircare community while delivering effective, science-backed products. With its innovative formulas, thoughtful design, and immersive launch experience, the collection sets a new standard for premium haircare and reinforces Cécred’s position as a brand that combines performance with a deeply personal touch.
Source- forbes
