BeautyNews

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.

Published: Apr 10, 2025 3:23 PM

By Jeanel Alvarado

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Cécred by Beyoncé Doubles Ulta’s E-Commerce Sales Goals in 1 Day

CÉCRED

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”…

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