Beyoncé’s Cécred Teams Up with Ulta Beauty for Retail Expansion
Source: Cécred / Courtesy of Brand
Exactly a year after its debut, Beyoncé’s award-winning haircare brand, Cécred, is making a major retail move. The hair care line will be sold in Ulta Beauty stores nationwide.
Starting April 6, Cécred will be available at more than 1,400 Ulta Beauty locations in the U.S. and online, But that’s not all.
In a first-of-its-kind collaboration, Cécred will also be integrated into Ulta’s salons, giving customers the chance to experience the brand in an entirely new way.
Beyoncé shared the big news in a stylish, upbeat video, celebrating the next phase of Cécred’s journey.
Speaking on the milestone partnership, she told WWD:
“In the past year, we’ve helped so many make a deeper connection with their hair, building a community that redefines what a typical hair care brand looks like. Our historic partnership with Ulta Beauty represents a meaningful milestone in our journey of getting Cécred in the aisles and salons nationwide for everyone to experience.”
Keecia Steelman, Ulta Beauty’s newly appointed CEO, echoed the excitement:
“With 1,450 stores in 50 states, 44 million active Ulta Beauty loyalty members, and our commitment to amplifying BIPOC founders, we’re positioned to bring Cécred to the masses. It’s going to be very prominent—front and center with life-sized fixtures and bottle amplification. We’re elevating this in a way we’ve never done before in our salons. It’s a full 360-degree approach.”
Steelman also highlighted the emotional connection behind Cécred’s roots:
“One of the things that tied us to Cécred is the story of Beyoncé sweeping up hair in her mom’s salon. Beauty is generational, hair is generational, and at Ulta Beauty, we see that shopping experience shared among daughters, mothers, and grandmothers. When that aligns with our vision of the consumer, that’s when magic happens.”
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