Cécred

Blending Science and Ritual to Strengthen and Grow Hair for All

Building on the professional hairstyling wisdom and experience of her mother, artist and global icon, Beyoncé set out to create a brand that advances the future of hair through a combination of cutting-edge science and centuries-old wisdom. Cécred honors the sacred relationships everyone has with their hair, embracing a future of hair care that acknowledges the wisdom of storied rituals and traditions.

Material’s design studio, Aruliden, defined and built a brand system for Cécred that honors both the ancient and the scientific without collapsing either into the other.

WHAT WE DID

Brand Strategy
Brand Design
Industrial Design

Approach

Channeling Beyoncé’s vision, we positioned the brand at the intersection of science and spirituality as “hair care’s Sacred Science” and created a complete visual identity that combines modern pictography with references to ancient language and circularity.

We designed products and packaging that are heroic, reminiscent of ancient architecture with its stone-like texture. Our art direction cast the audience as muse, highlighting the diversity within and connections between generations.

Loyal customers in its first year

18K

Five-star reviews

Pending patents

Outcomes

After successfully launching in early 2024, Cécred was celebrated by both critics and consumers of all hair types. In its first year, it built a loyal customer base of two million strong, received 18,000+ 5-star reviews and had 14 pending patents for its first-to-market formulas and innovative packaging.

The branding and packaging design has been recognized with awards from BeautyMatter, Communication Arts and the Melanin Beauty Awards, among numerous product-specific award recognitions. Cécred has quickly solidified itself as one of the best and most innovative hair care brands in the world.

Have Questions? Get In Touch

CONTACT