Beyoncé Knowles-Carter debuted the Foundation Collection campaign from her hair care brand Cécred on Feb. 20. The lineup includes eight products. In a statement, Knowles-Carter said she’s proud of her years-long journey to build the brand. “As a Black founder, it was important to me to concentrate on where I saw the greatest need for healthy haircare and to place scientific innovation and product performance above all else,” said Knowles-Carter. “We started by prioritizing the needs of textured hair like mine, along with other types and textures that need more moisture and strength. My entire life and career, I’ve worn my hair in so many different ways: natural, flat-ironed, braids, colored, weaves, wigs. I want everyone to have the freedom to express their hair in ways that make them feel good, so I began by creating the essentials for hair and scalp health. My vision is to be an inclusive force of excellence in the hair care industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides.”
Here, see photos from the Foundation Collection campaign.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.
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Beyoncé Cécred, Foundation Collection Hair Care Products
Image Credit: Courtesy Beyoncé Knowles-Carter launches hair care brand Cécred with eight products from its Foundation Collection.