Beyoncé Expands Cécred to Ulta Beauty in Record-Breaking Retail Move

Courtesy Photo: Cécred

Beyoncé is making power moves once again — this time in the beauty industry. Her hair care brand, Cécred, is set to launch in over 1,400 Ulta Beauty stores nationwide and online starting April 6, marking the largest exclusive hair care rollout in the retailer’s history.

The partnership between Cécred and Ulta Beauty expands access to the Grammy-winning artist’s "science-backed and ritual-inspired" hair care products, which debuted just a year ago. Until now, Cécred has been available only through its direct-to-consumer website.

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Beyoncé took to Instagram on Wednesday to share the news with her 312 million followers, posting a video where she delivers her iconic “World stop... carry on” line from Nicki Minaj’s 2014 hit “Feeling Myself.” Dressed in a sleek, thigh-slit white gown, she teased the expansion while sitting in front of a mirror as her hair blew in the wind.

Since its February 2024 launch, Cécred has gained a dedicated following. The collection includes the bestselling Hydrating Shampoo and Conditioner, the Fermented Rice & Rose Protein Ritual, and the Restoring Hair & Edge Drops — products the brand position as designed to strengthen and nourish all hair types.

“Cécred is rooted in the deep connection we share with hair across generations,” the brand states on its website. “Blending patent-pending technology with ancient wisdom, our formulas are designed to promote healthier, stronger, and more resilient hair.”

Ulta Beauty’s nationwide footprint and full-service in-store salons make it a strategic partner for Cécred, allowing customers to not only shop the brand’s full range but also experience it through exclusive salon services. The rollout will include prominent in-store branding, interactive displays featuring Cécred’s sleek, patent-pending bottles, and a first-of-its-kind salon integration.

The move signals a major moment for Cécred, solidifying its place in the competitive hair care industry while reinforcing Beyoncé’s influence beyond music. With its expansion into Ulta Beauty, the brand is now more accessible than ever — offering fans and beauty lovers alike the opportunity to bring a touch of Queen Bey’s hair care routine into their own homes.