It was an all-white affair — dress code strictly enforced — at Beyoncé‘s launch party of Cécred (pronounced “sacred”), the hair care brand she unveiled this week with the help of her mother, Tina Knowles.
Knowles, who ran a Houston-based hair salon for years, was among attendees, standing alongside Beyoncé during a short speech. Her daughter, Blue Ivy Carter, was a few steps away.
“I’m a little bit overwhelmed because this has been something we spoke about — a dream — since Destiny’s Child first started out with the ‘Bills, Bills, Bills’ video. We talked about creating a sacred space. And I’m so honored to be able to do this with the most incredible human being, my mother,” Beyoncé, wearing Prabal Gurung with De Beers jewelry, told the crowd, including actors Taraji P. Henson and Gabrielle Union.
“This is a dream come true,” she added before introducing a hair show — with model’s sporting sky-high sculptural hairdos à la Bronner Bros.
Hosted in downtown Los Angeles on Tuesday night, the event brought out known faces from the beauty industry including digital creators Bretman Rock and Amy Chang, as well as brand founders Marianna Hewitt of Summer Fridays and Deepica Mutyala of Live Tinted.
“This brand dates all the way back to when our founder grew up in her mother’s hair salon,” said Grace Ray, the brand’s chief executive officer, in an exclusive interview with WWD.
“She saw her mother not just have healing hands that transformed the people who came through, or that their hair was transformed, but that their souls were lifted,” Ray continued. “That sacred moment was where the genesis began.”
