After a series of provocations on Instagram since May last year, Beyonc officially launched its line of hair products Ccred (“Sacred”).
According to Bloomberg, this is not the artist’s first foray into the world of beauty and fashion. She launched the ‘House of Deron’ clothing line with her mother in 2006, the ‘Ivy Park’ sportswear line in 2016 and several fragrances, the most recent of which, ‘C Noir’, launched late last year.
But not even a fan base could keep the clothing lines in stores, Deron was discontinued in 2012, and Ivy Park’s collaboration with adidas AG ended in 2023. However, Beyonc is in a market with a lot of consumer potential. According to a recent Nielsen report, in 2022, black consumers spent $2.3 billion on hair products, while in 2023 they spent $9.4 billion on general beauty products.
Black consumers account for 11% of all beauty product spending, but Black-owned brands accounted for just 2.5% of revenue, according to a 2022 McKinsey study. About 95% of survey respondents said they would consider switching from their current brand; 57% said they would intentionally refer Black-owned brands to a friend.
With 32 Grammys and almost 320 million followers on Instagram, Beyonc is the biggest name to hit the beauty market. And Ccred may seem more “original” because of the artist’s history in the sector. Beyonc has worn braids, wigs and a variety of styles. Her mother, Tina Knowles, former hairdresser and owner of the salon where the young Beyonc styled her hair and serves as vice president of the brand.
Products that will be sold
According to Bloomberg, Ccred’s line consists of eight products that use a variety of oils, plant-based extracts and fermented rice water. The line also includes a patent-pending bioactive keratin yeast made with a wool protein that mimics human hair keratin and uses a yeast for scalp health. In short, the products promise to clean, hydrate and repair.
Its shampoo, conditioner, treatment mask, sealing lotion and hair oil, all with notes of bergamot, neroli, jasmine and sandalwood, start at US$20.
In Brazil, which should receive the singer’s products with free shipping, a shampoo should cost around R$150.00 and a mask, R$220.00. The complete kit for the line costs R$ 1,330.00.
*With information from Exame/ Cover photo: Reproduction/ Instagram
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