Beyoncé’s Cécred Reportedly Becomes Ulta Beauty’s Top ‘Prestige Haircare Launch’ Ever – AfroTech
Beyoncé has another blooming partnership under her belt.
As AFROTECH™ previously reported, the Houston-born singer inked a partnership with Levi’s following the release of her single featuring Post Malone titled “Levii’s Jeans.” The partnership has led to $65 million in media value for the company and a 12% increase in its women’s denim business.
“What I can tell you is our partnership has exceeded expectations, both in terms of what it has done to be part of the equation to drive our top-line sales, you know, year to date — our sales are up in the high single digits. And our profit margins are expanding,” Levi Strauss CEO Michelle Gass shared with CBS News.
What’s more, Beyoncé has also been making waves with her partnership with Ulta Beauty, which carries her award-winning, science-backed haircare brand Cécred. This brought the self-funded venture to customers across 1,400 Ulta Beauty locations beginning in April 2025, according to a press release.
“Launching Cécred exclusively at Ulta Beauty is an exciting milestone for both of us and a reflection of our commitment to partner with brands that work for everyone…,” Kecia Steelman, CEO of Ulta Beauty, said in the release. “We are honored to co-create a vision that will delight our guests and drive success for both of our businesses. We’re beyond thrilled to welcome this beloved brand to Ulta Beauty stores and salons, allowing beauty lovers everywhere to discover their Cécred routine.”
Cécred carries a clarifying shampoo, scalp scrub, moisturizing deep conditioner, and restoring hair and edge drops, a product that reached its first-year projections in just one month, WWD notes.
Ulta Beauty Chief Merchandising and Digital Officer Lauren Brindley confirmed Cécred is a top performer at the company.
“Our category growth is fueled by intentional curation and a focus on newness, exclusivity, and breakthrough brand partnerships. This includes the extraordinary launch of CÉCRED — now the number one prestige haircare launch in our history,” Brindley said on LinkedIn. “Its success reflects not only the power of the brand but also the integrated approach our teams delivered across merchandising, salon education, store experience, and marketing.”
