Cécred by Beyoncé Doubles Ulta’s E-Commerce Sales Goals in 1 Day
Beyoncé Knowles-Carter’s haircare brand Cécred has officially expanded from direct-to-consumer into nationwide retail, marking the biggest prestige hair launch in Ulta Beauty‘s history.
Beyoncé Knowles-Carter's haircare brand Cécred has officially expanded from direct-to-consumer into nationwide retail, marking the biggest prestige hair launch in Ulta Beauty's history. The exclusive partnership, which launched on April 6, 2025, brings the 35-time award-winning brand to over 1,400 Ulta Beauty stores across the United States, along with a first-of-its-kind salon integration program.
A Milestone Partnership One Year in the Making
The launch represents a significant milestone for Cécred, coming just 14 months after the brand's initial debut in February 2024. The privately held haircare line, developed over six years, has quickly established itself as a formidable player in the beauty industry.
"Expanding into retail just one year after the launch of Cécred is a powerful testament to the efficacy of our products," said Grace Ray, CEO at Cécred. "Our partnership with Ulta Beauty enables us to bring the Cécred transformation to more consumers of all hair types and textures".
According to industry data, celebrity beauty brands are outpacing traditional beauty brands, with Cécred amassing 2 million paying customers within its first six months.
Retail Partnership & Salon Integration
Ulta Beauty is showcasing the partnership with custom merchandising fixtures, including life-size, shoppable displays of Cécred's patent-pending bottles.
Ulta Beauty CEO Kecia Steelman noted, "Our e-commerce sales today alone have already doubled what we thought we’d do in an entire week".
All 1,400+ The Salon at Ulta Beauty locations now offer Cécred services, including the Scalp Revival and Protein Bounceback Treatment, featuring the Fermented Rice & Rose Protein Ritual. The Foundation Collection, priced from $16 to $56, includes the sold-out Restoring Hair & Edge Drops and proprietary Bioactive Keratin Ferment technology.
The Los Angeles launch event featured Beyoncé and Tina Knowles, who highlighted Cécred's focus on "celebrating diversity and lifting all hair types up". The brand’s first campaign, created with Wieden+Kennedy, debuted alongside the rollout.
Looking Ahead
With this expansion, Cécred aims to disrupt the haircare industry further, blending science and tradition under Beyoncé’s vision.
As Tina Knowles stated, "Ulta Beauty is the perfect partner to replicate salon transformations in the retail aisle".
