Beyoncé is embarking on a new adventure in the beauty space.
The Grammy-winning singer revealed the news on Instagram Tuesday evening with a video teasing her new brand, Cécred.
“Hair is sacred. The journey begins Feb 20. Visit CECRED.COM,” she wrote in the post’s caption, though Beyoncé didn’t share many additional details about the beauty line.
Last year, Beyoncé signaled in May that a haircare line would be coming in the near future. At the time, she shared a three-part carousel on Instagram, which included a photo of the singer sitting in front of a mirror, styling her natural curls, as well as a message detailing the meaning behind the beauty brand.
“How many of ya’ll knew my first job was sweeping hair in my mama’s salon?” the “CUFF IT” singer wrote. “Destiny’s Child got our start by performing for clients while they were getting their hair done. I was exposed to so many different kinds of entrepreneurial women in her salon. I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls. I watched her heal and be of service to so many women.”
Beyoncé continued, “Having learned so much on my hair journey, I’ve always dreamed of carrying on her legacy. I can’t wait for you to experience what I’ve been creating.”
The announcement follows a massive year the “Break My Soul” singer had in 2023. Not only did she break a record at the 2023 Grammy Awards, becoming the most-awarded artist in Grammys history, but she also embarked on her massive Renaissance World Tour and released a concert film, Renaissance: A Film by Beyoncé.
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