Cécred

Beyonce spent more than a decade consulting with a trichologist on her personal hair care regime before launching a brand based on that research in 2024. The launch sold out in every retail channel within hours. Beyonce and her mother, Tina Knowles, partnered with trichologist Dr. Kari Williams over a reported 10-year period to develop a curl-specific hair care system. The collaboration was kept private for years while formulations were refined in conjunction with Dr. Williams' Los Angeles Trichology Clinic. Secrad launched in February 2024 with a line of shampoos, conditioners and treatments priced in the mid-prestige tier and reached both online stores and major retail shelf positioning almost simultaneously globally. The 10-year development window was the commercial asset.