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Beyoncé’s Cécred Becomes #1 Prestige Hair Care Launch at Ulta — Here’s Exactly What to Shop From the Luxury Brand

Including the Restoring Hair & Edge Drops, one unit of which is sold every 16 seconds.

By Stacia Datskovska Plus Icon

Stacia Datskovska

Senior Commerce Writer for WWD

Recent Articles by Stacia Datskovska

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December 27, 2025, 3:19pm

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beyonce posing for Cécred campaign; lineup of bestselling Cécred products for the hair

Courtesy Cécred

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Best Cécred Hair Care to Shop at Ulta

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It’s not only Beyoncé Knowles-Carter’s “Cowboy Carter” tour that’s capable of generating headlines and selling out faster than you can say “most-awarded and most-nominated artist in Grammy history.” Indeed, the 44-year-old global phenom can add something else to her resume: being the founder of the buzzy hair brand Cécred, as of 2024. Cécred’s first big retail expansion happened circa April 6, 2025, when its product line went live at Ulta. And just this month, Ulta’s chief merchandising and digital officer, Lauren Brindley, announced that Knowles-Carter’s beauty company became the “the number one prestige hair care launch in [Ulta’s] history.”

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For the record, that’s huge — almost as huge, dare we say, as becoming the first Black woman to headline Coachella. And Cécred’s metrics at the mega beauty retailer are speaking for themselves. For instance, it’s reported that the label’s Restoring Hair & Edge Drops already racked up $100 million on the site in 2025, with one unit selling every 16 seconds. This means that Ulta’s 24-piece Cécred collection — which includes not only conditioners, treatment masks, hair oils, and the like but also hair tools such as paddle brushes and wide-tooth combs — isn’t going to stay on e-shelves for very long (it’s a miracle bestsellers haven’t totally sold out after the holiday shopping rush). So if you have Cécred’s heavy-hitting formulas on your wishlist, make it a personal mandate to shop them with urgency.

As for Cécred’s packaging? It nails a hot-right-now balance between minimalism, sculpturality, and tactility. Cécred’s bottles are something you’ll actually want to display, loud and proud, on your shower caddy. Courtesy Cécred

explore Cécred at ulta

But before you do all that, you might want answers to a few basic questions. For starters, what makes Cécred special and unlike other celebrity-backed hair brands (say, Tracee Ellis Ross’ Pattern Beauty, Rihanna’s Fenty Hair, or Jonathan Van Ness’ JVN)? Knowles-Carter launched it based on a dream to “create a brand that could work for everybody — whether you’re pin straight, coily, wavy, curly, or anything in between,” according to Cécred’s “About” page. Each product here cuts through the BS and backs up all of its claims with scientific research: harnessing high-performance, patent-pending technology to meet locks where they’re at while strengthening hair, making it more moisturized, contributing to its shine, and ensuring its overall health. A big selling point for Cécred is also the fact that it aids in length retention, and there’s no better model for all of these results that the brand’s originator herself (who’s long been admired for her long, voluminous, richly textured tresses).

Our friends over at The Hollywood Reporter once tested out all of Cécred’s nonnegotiables for wash day, including its Hydrating Shampoo, Hydrating Conditioner, Reconstructing Treatment Mask, and Nourishing Hair Oil. Here’s what the editors there had to say:

“If you are a natural hair girlie like us and want to get salon results at home, then [Cécred hair care is worth buying]! We felt accomplished in knowing that not only did our hair look good, but we trusted that we were able to maintain and improve our natural texture with the infused protection from the products. One of the major takeaways from doing our wash day with Cécred products was how quickly we were able to get through our routine. We didn’t have a lot of breakage during the detangling process and our hair felt very soft to the touch. After styling, we immediately noticed it had a lightweight sheen to it without being greasy or weighed down, resulting in our hair being more voluminous than in the past.”

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You’ll also be happy to know that Ulta provides many an “only at Ulta” Cécred offering, one of which is the value-optimizing Hair Revival Kit, which features a range of highly rated treatments that, when used in tandem, are meant to defend hair against shedding, nourish it on a cellular level, and create a smoother finish. Also available is the cutesy Nourishing Hair Oil Or n ament for all those who still have their Tannenbaum up after Christmas (or else just want a mini-sized, plant-based hair oil for securing non-greasy shine on the go).

And in case you’re still curious about the tech behind all of Cécred’s successes lately, know that it’s not a gatekept recipe in the least. The secret weapon in question is bioactive keratin ferment, which manages to match proteins native to human hair while delivering vital nutrients straight to each strand’s cortex. The ferment is also composed of scalp-benefitting prebiotics and honey (which is a humectant and thereby amps up hydration).

Those who have spent decades (and many, many dollars) coloring their hair or otherwise chemically altering it will be happy to hear that Cécred targets just this type of chemical damage, helping your mane get its vibrancy back while using clean ingredients and carrying out cruelty-free manufacturing practices.

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“My vision for Cécred has always been to be an inclusive force of excellence, investing in research, science, and testing for all hair types. As a Black founder, there are misconceptions that we can only make products for hair like ours,” Knowles-Carter told WWD back in February. “But little do people know, your hair and my hair… has a lot more in common than it does differences. Seeing our products perform across everyone is proof that when you put science in front of bias, the results speak for themselves.”

See for yourself what the WWD Prestige Beauty Brand of the Year award winner is all about by shopping these 10 editor-vetted Cécred selections (at Ulta, where else?) that you and your hair are bound to fall in love with in the new year.

Because, if you ask us, 2026’s New Year’s Resolution should be strength: the internal kind and the kind that manifests in voluminous, silky-smooth, and bouncy-as-can-be ‘dos.

Sign up for WWD Shop’s newsletter to get the scoop on the best in beauty and style with in-depth reviews of exciting new releases and buyer’s guides to find the products you need to try ASAP.

Cécred Restoring Hair & Edge Drops

$56

Buy Now at ulta

Meet the much-talked-about, instant-hit Restoring Hair & Edge Drops from Cécred. Applying the serum to your edges, hairline, and scalp on a daily basis will directly correlate with a visible uptick in density, a detox for the scalp, and a boost in root-to-tip hair strength. As for the ingredients behind all this magic? Cécred’s proprietary peptide complex, the bioactive keratin ferment you now know all about, ginger extract, biotin, and more.

Price upon publish date of this article: $56

Cécred Nourishing Hair Oil

$44

Buy Now at ulta

No, Cécred’s popular Nourishing Hair Oil doesn’t only come in ornament form. This full-sized version is actually a blend of 13 oils, all of which come together to support your mane’s elasticity, infuse it with vital antioxidants, cut back on breakage, and leave behind a sumptuous-yet-subtle fragrance in their wake.

Price upon publish date of this article: $44

Cécred Hydrating Shampoo

$31

Buy Now at ulta

Need an upgrade to your same old, same old drugstore shampoo? Cécred’s is the kind that will have you running to the shower at the end of each long day. It’s equipped with hyaluronic acid, doesn’t cheat your hair out of moisture, and detangles locks upon contact. As for the scent here? None other than Temple Oud, a Cécred favorite that will treat you to sandalwood, musk, blooming jasmine, and other simply irresistible elements.

Price upon publish date of this article: $31

Cécred Hydrating Conditioner

$31

Buy Now at ulta

Every shampoo needs a conditioner best friend, so buy the aforementioned product without forgetting to also add Cécred’s Hydrating Conditioner to cart. Pegged a “wash-day hero,” this formula is concentrated as can be without adding unwanted weight to your hair or resulting in dreaded greasiness. The conditioner is rich in antioxidants, fatty acids, and African oils, whose only intent is to make your hair as soft and manageable as you’ve always wished it to be.

Price upon publish date of this article: $31

Cécred Reconstructing Treatment Mask

$43

Buy Now at ulta

The Cécred Reconstructing Treatment Mask is made for all those who want to double down on fortifying their hair. Think of it as an almighty healer powered by hydrolyzed rice, sea buckthorn oil, and other ancient remedies that aid in decreasing breakage by sealing the cuticle and filling the holes that can develop in your hair on a micro level. Thin, weak strands can’t stand a chance against this multihyphenate — that’s a promise.

Price upon publish date of this article: $43

Cécred Detangling Spray

$28

Buy Now at ulta

Have a habit of ruining hair brushes with your knotty (and naughty) hair? This Detangling Spray claims to “melt away tangles,” while being capable of penetrating all hair types and making it easier to take down protective hair styles specifically. Since all of Knowles-Carter’s hair offerings are overachievers, the spray also manages oil production, adds to hair’s natural moisture barrier, and clears buildup plus impurities.

Price upon publish date of this article: $28

Cécred Hair & Scalp Balm

$36

Buy Now at ulta

Boasting a balm-to-oil texture transformation, it feels like there’s nothing this Hair & Scalp Balm can’t do. It’s list of tasks runs long — softening split ends, smoothing back flyaways, soothing scalp itchiness, prepping for a blowout, bringing back shine, de-frizzing — and it executes each one with awe-inspiring finesse.

Price upon publish date of this article: $36

Cécred Rake Comb

$24

Buy Now at ulta

Team up your Cécred Detangling Spray with the brand’s Rake Comb to give knots and tangles a true run for their money. The comb’s patent-pending design works overtime to ensure even the deepest of knots and thickest of hair types are detangled without breakage or uncomfortable tugging. Note: You can use this baby on extensions, wigs, and heat-styled tresses, too.

Price upon publish date of this article: $24

Cécred Fermented Rice & Rose Protein Ritual

$52

Buy Now at ulta

A multistep hair reset — in one box. The Fermented Rice & Rose Protein Ritual from Cécred runs on the powers of fermented rice water (which for centuries has been known to benefit hair strength and length), as well as the vitality-enhancing rose powder among other heavy hitters. There are four two-part treatments in this pack, consisting of a water-activated rinse and a deeply conditioning one to seal things off; it’s suggested to use the duo every four to six weeks.

Price upon publish date of this article: $52

Cécred Hydration Hero Kit

$40

Buy Now at ulta

Become the hero in your own hair’s story with the Hydration Hero Kit. The products inside — Cécred’s shampoo and conditioner mentioned above, plus its cuticle-sealing, frizz-fighting Moisture Sealing Lotion — will contribute to more salon-level hair days in your life. Think of the Sealing Lotion as a sort of styling cream, to be used after towel-drying your head so as to increase the hold of whatever hairstyle you end up picking.

Price upon publish date of this article: $40

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Meet the Author

Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska regularly reports on trending, celebrity-backed beauty products that are actually effective and worthy of all their hype.

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Beyoncé’s Cécred Becomes #1 Prestige Hair Care Launch at Ulta — Here’s Exactly What to Shop From the Luxury Brand

Recent Articles by Stacia Datskovska

Best Cécred Hair Care to Shop at Ulta

Cécred Restoring Hair & Edge Drops

Cécred Nourishing Hair Oil

Cécred Hydrating Shampoo

Cécred Hydrating Conditioner

Cécred Reconstructing Treatment Mask

Cécred Detangling Spray

Cécred Hair & Scalp Balm

Cécred Rake Comb

Cécred Fermented Rice & Rose Protein Ritual

Cécred Hydration Hero Kit

Related Articles

Cécred Restoring Hair & Edge Drops

Cécred Nourishing Hair Oil

Cécred Hydrating Shampoo

Cécred Hydrating Conditioner

Cécred Reconstructing Treatment Mask

Cécred Detangling Spray

Cécred Hair & Scalp Balm

Cécred Rake Comb

Cécred Fermented Rice & Rose Protein Ritual

Cécred Hydration Hero Kit

Why Trust WWD

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