It's time to enter your Queen Bey hair hydration era: but is it really worth the time, effort - and price?

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We’re in peak Beyoncé fever, what with the recent launch of Cowboy Carter, which broke the Spotify record for the most streamed album in a single day. But that’s not the only buzz in the Beyhive: nine months after teasing us with a cryptic message about a potential new business venture, the singer has finally dropped her brand new haircare brand, Cécred

The collection's ultra-hydrating formulas  are designed to meet the specific needs of people with textured hair just like hers. It's pronounced like sacred (with the ‘cé’ swapped in from her name) and is the most Beyoncé way of washing your hair: the eight products come in statuesque white and grey packaging reminiscent of Greek columns, designed to evoke the ritual and ceremony of taking care of your curls. 

This isn't her first stab at the beauty world. She’s created perfumes with Coty, makeup with L’Oreal and dabbled in fashion too - with the Ivy Park leisurewear range, which folded in 2023 due to poor sales. Interestingly, her beauty campaigns also haven't done that well in the past. Insiders put that down to the fact that she doesn't tend to 'lean into' publicity and talk about the things she's selling.

But Cécred is a completely different story: this time, we get up close and personal with the singer and her mother Tina Knowles’ hair history. “How many of ya’ll knew my first job was sweeping hair in my mama’s salon?” Beyoncé says. “I saw first hand how the ways we nurture and celebrate hair can directly impact our souls... I’ve always dreamed of carrying on her legacy. I can’t wait for you to experience what I’ve been creating.”

Image: Cécred

“I built Cécred from the ground up. I poured into it everything I’ve learned throughout my life so we can borrow some of our past and bring it to the future’, she adds. “It was important to honour past rituals while infusing our personal touch by adding advanced science to build new sacred rituals."

"Cécred is about prioritizing yourself and all the things you hold sacred.”

How much is Beyoncé’s hair care line?

Yet, while diehard fans (like me) might be hooked in by the promise of having a mane as fabulous as the queen herself, it doesn’t come cheap. There’s a scalp shampoo, hydrating shampoo, deep conditioner (plus a nourishing version coming soon), a repair mask, fermented rice treatment, plus a styling lotion and oil - with prices ranging from £38 to £51. The complete collection retails at £260 for the ‘Super Fan Bundle’ - so, is it really worth all of the hype?

What is so special about Cécred?

The most important thing to note, is that this is a haircare range specifically formulated with curly, coily hair at the forefront. Beyoncé explains, “We started by prioritizing the needs of textured hair like mine and others who lack moisture and strength." She wanted to create “haircare that will keep my hair healthy despite how often I change it up as a performer—the colouring, high-tension styles, sewing, sweat, and buildup”.

That said, Cécred is also billed as being suitable for all hair types - especially anyone who has damage from bleaching, colour, heat and styling. Bey says, “No matter how you wear your hair—natural, down, blown out, flat-ironed, braided, colored, weaves, wigs—it starts with a healthy foundation.” Inclusivity is a big theme - and there’s a detailed quiz on the website to help you pick the most relevant products for your hair type. 

In order to deliver results, her team has created a new patent-pending bioactive keratin ferment - which replenishes the keratin in human hair (which we lose due to wear and tear). This key ingredient claims to increase "visible strength, length retention, moisture, and shine". It has been lab tested on groups of 35 participants, who have reported instant effects in some cases.  All of the ingredients are also clean and cruelty free - including a blend of 12 hydrating African oils; and everything is formulated without silicones, SLS/SLES, phthalates, and parabens.

Plus, they’ve collaborated with perfumers to craft the signature temple oud blend of warm musk, Australian sandalwood, night blooming jasmine and violet leaves. The heady, luxurious scent hits you with warm and spicy notes: it's fruity without being too sweet - and it smells expensive. Instant queen Bey energy in a bottle? Yes please!

Cécred haircare verdict: Contributing Editor Florence Scordoulis tries it out

Does Cécred do what it says on the tin? As someone with the exact hair type that this is collection is aimed at, I'm intrigued to find out. But to use all the products you need to set some time aside. The three treatment masks alone are supposed to be left on for 60 minutes!  I'm all for a bit of self care, but who can do this every hair wash? Scroll down to find out my honest thoughts on the range....

"I'm usually hesitant about heavy scalp scrubs, but this one is more of a cream with only a gentle graininess, that creates a milky lather during the two-minute recommended massage. Plus, it's faff-free to apply with the wide nozzle. It contains exfoliating purple willow bark (full of a natural form of salicylic acid), soothing tea tree oil and peppermint - which smells like you're showering in After Eights! The sensation is cooling and calming, so it's a good option if you suffer from itchiness or irritation." 

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"The main shampoo is packed with hydrating African oils, including  baobab, moringa, and black seed, to deeply cleanse your hair without over-stripping it. I only needed a coin-sized amount to create a rich, luxurious lather - and I noticed that my fingers glided through easily, due to the 'high-slip formula': a game-changer if your hair usually gets tangled. Yet, watch out if you have fine hair, like GTG's Victoria Woodhall, who found it far too heavy.'

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"If you have particularly damaged hair, this  20-minute repair mask is a great place to start. The thick, elastic cream made my hair feel like it was coated in honey, which I found difficult to comb through - but afterwards my curls did feel thicker and plumper. You're supposed to combine it with a blast of heat, but I drew the line there. I personally found the effect similar to Olaplex's No. 3  Hair Protector, although that's less time-consuming to use. "

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"Although a Nourishing Conditioner is launching soon, there's currently just the one option - which you're meant to leave on for 30 minutes! Yet, this thick, indulgent conditioner is worth it: it reminds me of a rich night cream, as I apply it to my hair, which drinks it up thirstily. It uses 12 butters and oils to boost shine, including shea butter for replenishing fatty acids, and anti-oxidant rich hyssop. This is an intensive reviver for dry, frizzy curly hair types, especially."

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"Inspired by the ancient ritual of washing hair in fermented rice water - known in Asian cultures for it's hair strengthening benefits - this is an instant twist on a traditional process that usually takes days. There are two steps.  First, you have to activate the powder sachet with warm water, give it a good shake, then pour over your hair. It smells like peach tea, during the five minute mask, which made my hair stiffen. After washing this out, you apply a generous palm-full of the conditioning Silk Rinse, for another five minutes. There are four servings in the pack, designed to be used every four to six weeks. My hair did feel instantly fresher, but it's designed to boost length retention over time: apparently it can reduce breakage by up to three times."

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"This is my favourite of the styling products: you don't need much of the creamy, elastic lotion, which defined my curls with a lightweight finish -  nothing too crunchy or wet-look. It helped to calm my frizz, and gave me plenty of bouncy volume after a blow dry. (Although, I personally prefer slightly more long-wearing definition, so would layer this with a stronger styling cream or gel). But if you enjoy a natural looking, softer curl set, it's the dream. "

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"The amber elixir looks gorgeous on my dressing table, but sadly oils don't suit my fine curly hair type. It made my hair look flat and frizzy - so I much preferred the finish when I used the lotion alone. However, if you have thicker hair that can handle it, the luscious plant oils can help to reinforce the hair's lipid barrier and seal in moisture for longer, adding plenty of lustre." 

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Having survived my first washday marathon, I can definitely see a difference. My hair dries into much tighter, more defined curls - without sacrificing their bouncy volume.  It also enhances my blonde balayage, with added shine. Yes, this is a massive time commitment, but I didn't know my curls could look so healthy - it's a wake-up call that it IS perhaps worth investing in taking better care of them. So I really can see the value in prioritising a hydration-boosting regime like this, which is made by people who understand hair like yours. Yet, it is undeniably expensive - so I'd recommend starting with one of my favourites: either the minty scrub for a scalp reboot, the deep conditioner for an instant hydration SOS, or the styling lotion for lightweight curl definition. Am I crazy in love with Cécred after all? Just maybe…