Multiple Grammy Award winner Beyoncé revealed on Instagram that she planned to introduce a hair care line on February 20. The intriguing video featured what appeared to be home movie footage of Headliners, her mother’s salon in Houston, Texas, where Beyoncé worked for the first time as a hair-sweeping apprentice.
The video began with clips from early films, featuring Beyoncé strolling around the salon floor in a pink tracksuit and her mother Tina Knowles getting dolled up for the evening, waving to the camera while holding her young daughter with a flourishing afro. “Hair is sacred,” Beyoncé captioned as she unveiled the brand name, Cécred.
Clips of silk presses, braiding, and hair washing were woven throughout the film. Beyoncé told Harper’s Bazaar in 2021, “There is power in community, and I saw that growing up the daughter of a salon owner. I was exposed to so many entrepreneurial women that I admired. Doctors, business owners, artists, teachers, mothers — they all came through my mom’s salon. I saw firsthand how a salon can be a sanctuary for women.”
“I’ve seen how much Black women’s emotions are attached to our hair and beauty,” she told the magazine. “The beauty industry does not always understand these emotions and what we need. I want to build a community where women of all races can communicate and share some of those secrets, so we can continue to support and take care of each other. I want to give women a space to feel their own strength and tell their stories. That is power.”
On the haircare line’s official Instagram page, a second film with the singer discussing more about her highly anticipated new business was posted on Tuesday, according to People.
The 42-year-old star said at the beginning of the clip, “Obviously, I grew up in my mother’s hair salon,” before the brand’s logo flashes up on the screen and a montage of her fans discussing her haircare line is shown. “Welcome along my hair journey,” the mother of three remarked.
In the caption, she wrote, “The rumors are true. Cécred is coming. Mark your calendars 2.20.24.”
The “Halo” star first hinted at her new haircare product in May 2023, according to the publication. At the time, she shared a carousel of pictures on Instagram, one of which showed her arranging her hair in front of a mirror in her dressing room and another of her getting her hair braided in a chair in a salon when she was younger.
Although Cécred’s product lineup is still unknown, the company is authorized to produce hair care products, candles, vitamin supplements, electric hair stylers, combs, hair accessories, pillowcases, and four other categories of goods and services, according to a trademark request submitted in the summer of 2022.
The company is called “Headliners Hair Salon,” which is the name of the hair salon that Tina Knowles, Beyonce’s mother, used to own and where Destiny’s Child sang for patrons before finding fame, Page Six reported.