Drumroll, please: Beyoncé has finally announced the name and launch date of her hair care line. According to a collaborative post between her and the brand’s account, Cécred—a play on her name (much like her fragrance Cé Noir)—is set to go live on February 20.
The Instagram Reel, uploaded Tuesday, began with what looked like a video of a young Beyoncé in her mother’s Headliners Hair Salon in Houston. Lush clips of Beyoncé and other women getting their hair washed and cared for play in between other snippets of the salon’s interior. “ Hair is sacred. The journey begins February 20. Visit CECRED.COM,” the caption declares.
Beyoncé first teased the line in May of last year with an Instagram carousel featuring a photo of herself styling her hair in front of a mirror. A closer look revealed sample bottles on one side of her vanity, seemingly early versions of Cécred’s final formulas. The second photo showed her mother’s hands doing a baby-faced Beyoncé’s hair, and the note that followed explained it all. “How many of you knew my first job was sweeping hair in my mama’s salon? Destiny’s Child got our start by performing for clients while they were getting their hair done. I was exposed to so many different kinds of entrepreneurial women in her salon.”
“I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls. I watched her heal and be of service to so many women,” she continued. “Having learned so much on my hair journey, I’ve always dreamed of carrying on her legacy. I can’t wait for you to experience what I’ve been creating.”
Now, at long last, we have an update. Another short video on Cécred’s brand new account includes an audio clip of Beyoncé saying, “Obviously, I grew up in my mother’s hair salon,” and a montage of TikTok creators and Instagram commenters discussing the brand. The caption reads, “The rumors are true. Cécred is coming.”
While it’s still a mystery as to what products will launch in the debut line, judging from the Venn diagram on the website, it’s clear that the brand is focusing on synthesizing science and the rituals of hair. We can’t wait to finally be let in on Beyoncé’s sacred—err, Cécred—hair secrets. For now, you can sign up for email updates on cecred.com. February 20 can’t come soon enough.