Beyoncé Details the Personal Vision Behind Cécred’s Growth

Beyoncé is framing Cécred’s expansion as the result of family knowledge rather than a conventional celebrity endorsement. In a new i-D interview, the singer described herself as the hair-care company’s founder, visionary and sole investor, stressing that she is not simply the face used to market it.

The conversation arrives as Cécred expands into the United Kingdom and Beyoncé returns to the pages of i-D 20 years after her previous cover, which coincided with the 2006 release of B’Day. The magazine is presenting the feature through a limited-edition poster zine built around the brand and its founder.

A business rooted in family experience

Beyoncé said she and her mother, Tina Knowles, poured decades of experience, tradition and care into the company. She credited the brand’s appeal across different hair textures, generations, genders and ethnic backgrounds as one of the most rewarding parts of the work.

Knowles serves as vice chairwoman, while Beyoncé is identified by i-D as chairwoman as well as the sole founder and investor. That structure supports the singer’s effort to distinguish Cécred from a licensing arrangement that merely places a celebrity name on an outside product.

Cécred moves beyond its 2024 launch

The brand launched in February 2024 and now offers Foundation, Protection and Styling collections. Billboard highlighted the $56 Edge Drops serum while reporting on Beyoncé’s new remarks and noted that Cécred products are available through Ulta Beauty.

Beyoncé said her objective was to create products that addressed practical hair needs and performed well enough to reach customers regardless of how they felt about her music. Her playful observation that even detractors use the line doubles as a clear statement about how she wants Cécred evaluated: on the products rather than her fame.

The i-D feature also brings her public image back to a magazine closely tied to fashion and youth culture. This time, however, the focus is less on a new album cycle than on the growth of a company built around the hair-care traditions Beyoncé and Knowles say they developed over a lifetime.