In a Cécred press release, Beyoncé says. âWe started by prioritizing the needs of textured hair like mine, along with other types and textures that need more moisture and strength. My entire life and career, Iâve worn my hair in so many different ways: natural, flat-ironed, braids, colored, weaves, wigs. I want everyone to have the freedom to express their hair in ways that make them feel good, so I began by creating the essentials for hair and scalp health.â
My first impression upon seeing the eight-piece Foundation Collection lined up on the station: “Greige packaging wins again!” But seriously, the vibe is luxury. Each bottle has a custom pebbled surface that’s meant to mimic the stone of ancient monuments. The formulas inside strike a delicate balance between keratin-infused protein treatments and oil-rich moisturizers. The pitch is all about global rituals of hair care and this ritual is a lengthy one.
First, there’s the Clarifying Shampoo & Scalp Scrub ($38), which contains purple willow bark, tea tree oil, lactic acid, and microcrystalline cellulose beads. Then, the Hydrating Shampoo ($30) that has hyaluronic acid on the ingredient list. These are meant to be used as a double-cleanse. For conditioning, you have two options: the Moisturizing Deep Conditioner ($38) with shea and murumuru butters or the Reconstructing Treatment Mask ($42). The reconstructor has a patent-pending “bioactive keratin ferment.” This ingredient combines bioactive keratin from natural wool protein, lactobacillus ferment, and honey, and it “replaces depleted proteins in hair and has a molecular weight small enough to penetrate the cortex to visibly strengthen weak, damaged, or highly manipulated hair.” This is according to the press release, but I was informed that there is third-party clinical data to back it up. (Allure wasn’t able to reach out to an independent chemist to confirm because of the strict embargo.) Ms. Tina recommends that you use the conditioner and the mask in tandem, but the reconstructing mask is only meant to be as needed. (Weâre at four steps, but who’s counting?)