Beyoncé’s Haircare Line Just Dropped at Ulta—Here's What Cosmo Editors Are Shopping (2025)

I'm about to bless you with some of the best beauty news you've heard in a while: Beyoncé's haircare line, Cécred, is now available at Ulta! That's right—the entire collection from one of the most successful celebrity beauty brands (a rare feat in an already crowded market) has officially hit the shelves at one of our favorite beauty retailers.

But this isn’t just a typical in-store release. It’s the biggest hair launch in Ulta history. The full Cécred product lineup is now stocked in 1,400+ Ulta stores and ulta.com. And Ulta’s in-person salons are taking it a step further: Every hair stylist will be trained in Cécred’s products and be able to offer exclusive treatments, including a scalp revival treatment, a hydration treatment, and a strengthening treatment.

But it doesn’t stop there. Starting May 18 more than 200 Ulta salons will host “Cécred Sundays,” a dedicated experience featuring exclusive hair and self-care services. I mean, a professional Cécred salon in your very own hometown? It quite literally doesn't get better than this.

If you're already a fan of Cécred then I don't need to sell you on the amazingness that is this brand, but if you've yet to try the line read Cosmo beauty editor-at-large Julee Wilson's full review from the initial brand launch—including her one-on-one hair date with Tina Knowles.

Cosmo's Cécred Review:

This exclusive review was written in February 2024, just before Cécred's big debut:

There’s no doper feeling than your inbox being blessed with an email titled: “Beyoncé Knowles-Carter’s Haircare Brand: CONFIDENTIAL NEWS + INVITE.” Right? And my reaction was definitely as expected—an instantaneous squeal of sheer excitement and disbelief followed by a prompt response legally agreeing to keep everything I hear or experience a secret until…RIGHT NOW!

Let’s just say, I was pleasantly surprised by the product selection, how everything felt in my 4b hair, and that Ms. Tina Knowles (aka Beyoncé’s mama) was all up in my scalp during my top secret Cécred test drive. More on that in a minute.

Since the moment the world first learned about Cécred (pronounced “sacred”)—via a stunning yet cryptic video on Beyoncé’s Instagram captioned “Hair is sacred. The journey begins Feb 20”—I’ve been racking my brain about what the superstar could be offering up. I immediately assumed styling products and wigs because she has literally served up nearly 30 years’ worth of covetable ’dos. I mean, the showstopping hair in Beyoncé’s film Black Is King alone could warrant that prediction. I was wrong.

The initial product line called the Foundation Collection, is all about hair and scalp health and harnessing a patent-pending technology called Bioactive Keratin Ferment. So, what’s included? Seven hair/scalp care products, a small cosmetic bag, and a “Shaking Vessel” (aka a mixing bottle) to use with the line’s most innovative product—the Fermented Rice & Rose Protein Ritual, a water-activated powder that transforms into a hair rinse. The official press release eloquently proclaims the brand “honors global traditions while delivering what hair craves: rich conditioners and fortifying protein, patent-pending technology and fermentation, sensorial luxury and exceptional performance for visible strength, moisture and shine.”

I put that claim to the test during a super hush-hush appointment (no phones! no recorders! no anything!) at the Neal Farinah Salon in Brooklyn. Neal, Beyoncé’s longtime hairstylist, was there along with Cécred vice chairwoman Tina Knowles, Cécred head of education Dr. Kari Williams, Cécred CEO Grace Ray, and a small camera crew to document all the magic. And no, Beyoncé was sadly not there (ugh!). But there were plenty of musings from the icon being shared by Ms. Tina and Neal: “Beyoncé loves how lightweight this oil is on her hair and scalp” and “Beyoncé was very intentional about making sure the scent of the products was calming and not overwhelming,” just to name a few.

The Renaissance singer was directly quoted in the press release saying, “My vision is to be an inclusive force of excellence in the haircare industry while celebrating hair rituals across global cultures and helping dispel hair myths and misconceptions on all sides.”

While this is Beyoncé’s first-ever haircare brand, her devotees know that she spent her childhood hanging at her mom’s former hair salon Headlines in Houston, Texas. Add that to over 25 years of statement-making hairstyles and four decades of hairstyling expertise from her mother, and you’ve got yourself a brand that is well-positioned to make big waves.

Here’s everything you need to know…

What Cécred products are available?

The brand first debuted with the Foundation Collection— a lineup crafted to boost the health of your scalp and strengthen your hair. This collection includes the Clarifying Shampoo & Scalp Scrub, Hydrating Shampoo, Moisturizing Deep Conditioner, Reconstructing Treatment Mask, Fermented Rice & Rose Protein Ritual, Moisture Sealing Lotion, and the Nourishing Hair Oil. For the record, the products do indeed smell great thanks to the brand’s signature scent called Temple Oud—a beautiful combo of warm musk, night-blooming jasmine, Haitian vetiver, violet leaves, and oud.

Since the initial launch, products like Restoring Hair & Edge Drops and curl-loving hair tools have also been added to the lineup. Shop 'em below.

What type of hair is Cécred made for?

Believe it or not…everyone! I assumed the products would be exclusively for curly textured hair, but the brand says it’s crafted for “hair textures from straight to coily and hair states—including virgin, color-treated, chemically processed, and heat-styled—that need extra moisture and strength.”

What is Cécred’s Bioactive Keratin Ferment technology all about?

This is Beyonce’s innovative take on the bond-building haircare craze led by brands like Olaplex and K-18. The keratin used in Cécred products is derived from wool, honey, and lactobacillus (aka probiotic) ferment. The brand boasts that the actual keratin proteins are small enough to penetrate the cortex of each strand, making it a game changer for hair’s strength and length retention.

My Cécred experience and results:

As I mentioned above, the salon appointment was top secret—I was met with an NDA at the door and told phones were not allowed. After signing my allegiance to temporarily keeping Bey’s haircare secrets and burying my phone deep down into my bag, the experience began. There were only three other editors on hand and we were all pumped to see the big reveal. The first hour was spent learning about each product, the nuanced process around their formulation, and having Dr. Kari Williams look at our scalps with a trichoscope.

From there, I hit the sink with one of the salon’s stylists to get these products applied and working their magic. The Clarifying Shampoo and Scalp Scrub was divine. I loved how gentle the fermented purple willow bark was on my scalp. I rarely use physical exfoliants because particles (usually sugar or salt) never fully wash out and I’m left with them sporadically falling out of my hair days later. The tiny purple willow bark grains in this shampoo literally dissolve as you scrub. The next step was the Hydrating Shampoo, which did exactly as advertised. I appreciated that my hair didn’t feel stripped of moisture. Ms. Tina was walking around making sure we were reaching back to touch our own hair as the stylists went through the full Cécred arsenal.

After a thorough cleanse, my hair was ready for the two conditioning products. First up, the Moisturizing Deep Conditioner. This bb serves as your go-to conditioner for your typical Wash Day. My stylist was detangling my curls easily with the ultra-creamy formulation. I didn’t feel any tugging or breakage. The next two steps—both treatments—were a bit more extensive. The Reconstructing Treatment Mask was applied from root to tip. My hair was then covered with a plastic shower cap and I sat under a hood dryer for about 15 to 20 minutes. They made it very clear that this hardworking mask shouldn’t be left on for more than 30 minutes—because the Bioactive Keratin Ferment technology doesn’t need a lot of time to be fully effective. My hair definitely felt juicy and hydrated after the mask. Finally, it was time to test the most innovative product: the Fermented Rice & Rose Protein Ritual. My stylist took one of the individually dosed powder packets and poured it into the Ritual Shaking Vessel before adding warm water. After shaking the bottle to ensure the powder was completely dissolved, it was poured directly onto my hair and scalp. Since it’s a thin liquid and doesn’t thicken, a lot of it goes down the drain. Make sure to scrunch it into your hair as you pour for optimal absorption. It was only left on for five minutes and then rinsed out with the second step in the ritual: the silk rinse. When it came to picking a style for my hair, I opted for a silk press.

So, after finishing up with the Ritual treatment my stylist added a tiny bit of the Moisture Sealing Lotion. The best way to describe the lotion is a lightweight leave-in conditioner. It certainly helped achieve an extra smooth blow-dry. Once my stylist started pressing my hair, I could tell just how beautifully conditioned my strands were. There was very little smoke coming off the iron—and my hair was exceptionally shiny. So shiny that I was confused when my stylist told me she hadn’t even used the oil yet. But once she did apply the Nourishing Hair Oil (only three drops), my hair was peak polished! The silk press lasted for a solid week without me having to add any more heat. I’m impressed...and looking forward to using the products at home to see if I can re-create my salon experience. My favorite products from the collection are the Reconstructing Treatment Mask and the Nourishing Hair Oil.

My final thoughts:

Of all of Beyoncé’s business ventures, this one makes the most sense. Thanks to her history with haircare via Ms. Tina, all the iconic hairstyles she has slayed us over the years, and the precious few glimpses we’ve gotten of her long, healthy natural hair. We know the Beyhive is going to do what it does and sell out these products quickly. But I’m hoping Cécred has a level of success and longevity that’s fueled by consistent storytelling from its creator. I love how Rihanna (Fenty Beauty) and Tracee Ellis Ross (Pattern Hair Care) are dedicated to speaking directly to consumers via their social media—even showing up without makeup or hair undone to prove the efficiency of their products. It would be truly inspiring to see Beyoncé offer that same level of transparency and vulnerability as she rolls out Cécred to the masses. Either way, she’s gonna soar. We’re talking about Beyoncé Knowles-Carter, a certified Alien Superstar—the sky is never the limit!