Global icon and mompreneur Beyoncé continues to expand her impressive business portfolio with yet another highly successful venture, demonstrating her legendary influence across multiple industries.
Beyoncé Knowles-Carter’s self-funded, science-backed haircare brand, Cécred, has made a significant impact in the beauty industry. Focused on comprehensive hair wellness, the brand achieved a major milestone by partnering with Ulta Beauty, one of the largest beauty retailers in the United States.
This strategic collaboration instantly expanded Cécred’s reach and market presence. According to an official press release, the award-winning collection became accessible to a vast new customer base when it launched in over 1,400 Ulta Beauty locations nationwide in April 2025. This was a crucial step for the brand’s growth and accessibility.
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“Launching Cécred exclusively at Ulta Beauty is an exciting milestone for both of us and a reflection of our commitment to partner with brands that work for everyone…,” Kecia Steelman, CEO of Ulta Beauty, said in the release. “We are honored to co-create a vision that will delight our guests and drive success for both of our businesses. We’re beyond thrilled to welcome this beloved brand to Ulta Beauty stores and salons, allowing beauty lovers everywhere to discover their Cécred routine.”
The Cécred line includes a clarifying shampoo, a scalp scrub, a moisturizing deep conditioner, and restoring hair and edge drops. WWD reports that the hair and edge drops, in particular, achieved their first-year sales projections in just one month.
According to Ulta Beauty’s Chief Merchandising and Digital Officer, Lauren Brindley, Cécred is a leading performer for the company.
“Our category growth is fueled by intentional curation and a focus on newness, exclusivity, and breakthrough brand partnerships. This includes the extraordinary launch of CÉCRED — now the number one prestige haircare launch in our history,” Brindley said on LinkedIn. “Its success reflects not only the power of the brand but also the integrated approach our teams delivered across merchandising, salon education, store experience, and marketing.”
According to AfroTech, the multifaceted artist recently made headlines for an impactful partnership with the iconic denim brand, Levi’s. This collaboration, which synergistically combined music and fashion, was ignited by the release of her single “Levii’s Jeans,” featuring rapper Post Malone.
The strategic alignment has proven to be a massive commercial success for Levi Strauss & Co. According to recent reports, the partnership has generated an estimated $65 million in media value for the company, showcasing the immense power of Beyoncé’s personal brand and reach.
Furthermore, the collaboration has translated directly into sales, contributing to a significant 12% increase in Levi’s women’s denim business, underscoring her ability to drive consumer demand and revitalize established brands.
Levi Strauss CEO Michelle Gass told CBS News, “What I can tell you is our partnership has exceeded expectations, both in terms of what it has done to be part of the equation to drive our top-line sales, you know, year to date—our sales are up in the high single digits. And our profit margins are expanding.”
