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Business of Fashion
21-05-2025
- Business
- Business of Fashion
How an Indie Beauty Brand Finds Its Hero
When Beyoncé launched her beauty line Cécred in February 2024, critics were quick to question the premise: could a global superstar known for wigs, protective styles and high-glam extensions credibly sell haircare? Her response came not in words, but in a video of the musician parting her long, natural hair, walking viewers through her Cécred wash-day ritual. It was intimate, deliberate and effective. The message was direct, dispelling the myth that those who wear wigs don't have long and healthy hair. Fans weren't just convinced — they wanted in. By September, Cécred had its answer: the Restoring Hair & Edge Drops, which promised fuller, thicker hair, whether thinning was due to stress, hormonal shifts or styling tension. The product quickly became a bestseller, selling out repeatedly at Ulta Beauty and on Cécred's own website. Reddit threads and TikTok product reviews praised its performance, and word-of-mouth helped turn it, and by extension the brand, into a breakout hit. In less than a year, Cécred had found its hero. Beauty brands launch thousands of products each year — in makeup alone, more than 2,000 SKUs debut annually, according to data from Circana — standing out in a saturated market takes more than strong formulas, sleek packaging or even a following of 300 million-plus. It requires a hero product: the one item that cuts through the noise and elevates the entire brand profile. It's a proven strategy across the industry. Legacy players like MAC Cosmetics and Clinique have long relied on hero products to build brand equity and deepen consumer loyalty. But for independent brands, often operating without the capital, infrastructure or distribution muscle of larger conglomerates, the stakes are even higher. In a tightening market, a breakthrough product isn't just helpful, it is essential. Identifying the right product — and knowing when to double down — is key for indie brands aiming to scale and attract new customers. A successful hero can anchor brand identity, inform product pipeline decisions and influence both retail positioning and marketing plans. According to Sarah Lee, co-founder and co-CEO of Glow Recipe, the winning strategy is relatively simple: 'Launch, sustain and build.' Formulation First A product can only become a hero if it works consistently, visibly and better than what's already on the market. That was the strategy behind Pattern Beauty's leave-in conditioner, one of the first products to launch from the brand founded by actress Tracee Ellis Ross and incubated by the Beach House Group. From the outset, the team focused on solving two persistent pain points: delivering enough slip to detangle coily, tightly textured hair, while locking in moisture for curls that dry out more quickly. 'It wasn't about sacrificing one for the other. The formula had to have it all,' said Tiffani Carter, Pattern Beauty's chief marketing officer. Today, the leave-in conditioner accounts for nearly half of the brand's daily revenue on its direct-to-consumer site — and remains one of its highest-replenishment SKUs. A Palo Santo-scented variant launched in 2023. For skincare label Topicals and its Faded serum, the brand set out to destigmatise chronic skin conditions like hyperpigmentation and post-inflammatory discolouration, offering results without a prescription or dermatologist visit. Wrapped in playful pink packaging, the product aimed to make the typically clinical 'ointment aisle' feel more fun, said Roxana Ontiveros, Topicals' product marketing lead. The team initially worried that Faded's strong, sulphurous odour might alienate consumers. One Reddit user described it as 'wet cat food mixed with some kind of floral perfume.' But it ended up working in their favour, as consumers began to associate the scent with efficacy. 'It coincidentally ended up being something that really gave us a lot more authority and credibility in the clinical space,' said Ontiveros. From Hype to Habit Initial buzz can drive early sell-outs, but long-term success depends on sustained storytelling, consistent visibility and finding new ways to engage consumers. For skincare brand Glow Recipe, that meant continuing to invest in its hero SKU, the Watermelon Glow Niacinamide Dew Drops, even alongside new launches. It's 2023 Dew You campaign, featured models explaining their love for Dew Drops and ran on the brand's social platforms. Though the product was originally positioned as a brightening and glow-boosting serum, consumers began sharing their own use-cases: as a makeup primer, or mixed with other products for added shimmer. 'That drum beat over the years has helped people really understand that Dew Drops is a product to be used in a multitude of ways,' said Lee. Pattern Beauty takes a similar approach — treating its hero product, the leave-in conditioner, like a marquee launch several times a year. 'It gets all the marketing support a new product would — new model imagery, updated product visuals, on-site programming, influencer outreach, social activities and review campaigns,' said Carter. In summer 2023, Pattern focused an entire campaign solely on the leave-in. The key to that push, said Carter, was tapping into performance claims that immediately communicated why the product outperforms the competition. 'Why should I keep coming back as an existing customer, or why, as a new customer, should I choose this product over any other?' she said. 'Those are the questions we're always answering.' Build on the Success Strong hero products often set the stage for what comes next. For Glow Recipe, the way consumers used Dew Drops laid the groundwork for a broader Dew franchise, including Watermelon Glow Niacinamide Dewy Flush (a blush) and Hue Drops (a bronzer). Both products extend the original's glow-first positioning while expanding the brand's presence in colour cosmetics — without straying from its skincare roots. For Topicals, iterating on Faded became essential to addressing consumer concerns, particularly around the product's strong scent. The brand expanded into new offerings, including eye patches designed to target dark circles, which quickly became a go-to for travellers and celebrities alike. They also launched a body bar to combat hyperpigmentation. In March, Topicals re-released the Faded Serum in an odourless version to further broaden its appeal. The label's popular eye masks didn't just respond to a consumer need, they also helped redefine how and where skincare is used, said Ontiveros. 'We didn't anticipate how much the product would be taken out of the home,' she said. 'But the fun branding and portability made it feel different — more accessible, more wearable. It felt like an ad for the hero itself.'
Yahoo
07-04-2025
- Business
- Yahoo
Cécred Exclusively Launches in Ulta Beauty With First-Ever Salon Takeover, Custom In-Store Merchandising and More
The partnership signifies the biggest prestige hair launch in the retailer's history, officially launching today in 1,400+ stores nationwide LOS ANGELES, April 7, 2025 /PRNewswire/ -- On April 6th, Cécred, the brand delivering transformational hair care for all, officially kicked off its partnership with Ulta Beauty, the nation's largest beauty retailer. The 35-time award-winning hair care brand founded by Beyoncé Knowles-Carter is now available to 1,400+ Ulta Beauty stores nationwide and online, marking the biggest exclusive hair launch in the specialty retailer's history. Cécred's award-winning Foundation Collection will join Ulta Beauty's respected brand portfolio as a transformative solution for visibly healthier hair over time for all hair types and textures. New and existing guests will be able to shop the entire Foundation Collection, including the bestselling Hydrating Shampoo and Conditioner, the innovative Fermented Rice & Rose Protein Ritual, and Cécred's latest breakthrough and 3x sold-out viral sensation, Restoring Hair & Edge Drops. The exclusive retail partnership is highlighted with prominent exposure and branded elements in Ulta Beauty stores and salons across the country. This includes custom merchandising fixtures including an impressive top shelf display on the gondola and a permanent endcap. All locations will have disruptive front-of-store presentation and branded banners in store windows and at checkout, including custom, life-size, shoppable displays of the patent-pending bottles at select locations. "Expanding into retail just one year after the launch of Cécred is a powerful testament to the efficacy of our products and the deep connection we've built with our community," said Grace Ray, CEO at Cécred. "Our partnership with Ulta Beauty and their salons enables us to bring the Cécred transformation to more consumers of all hair types and textures and experience the benefits directly with a stylist they trust. Ulta Beauty shared our vision for how the brand would come to life in retail in an unprecedented way, and we can't wait for everybody to experience this new chapter with us." "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," said Kecia Steelman, CEO of Ulta Beauty. "From our inclusive brand assortment and best-in-class services to the passionate associates delivering unmatched experiences on our sales floor and in our salon chairs, we offer the perfect landscape to introduce this brand in a unique and engaging way. 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." Additionally, the retailer will launch a first-of-its-kind salon integration at all 1,400+ The Salon at Ulta Beauty locations, that will showcase the product's transformative results to all salon guests, including backbar product, a permanent menu of Cécred salon services, ongoing salon events and more. Additionally, Ulta Beauty's 7,000 stylists will be trained on the science and efficacy behind Cécred products, ensuring they can provide both new and existing clients a firsthand experience of the transformative benefits, starting at the shampoo bowl. The permanent services offered at The Salon at Ulta Beauty include: Cécred Scalp Revival creates a foundation for healthy hair with a gentle exfoliation that nourishes your scalp, removes flakes and buildup, and helps keeps your hair hydrated. This service includes a signature Cécred circulation scalp massage. It can be paired with any Cécred treatment and any finished style. Cécred Protein Bounceback Treatment features Cécred's Fermented Rice & Rose Protein Ritual to help strengthen hair and make it 3x more resistant to breakage. The Cécred Moisturizing Deep Conditioner ensures a perfect protein-moisture balance, deeply nourishing hair while supporting every day wear and tear. Cécred Hydration & Repair Treatment repairs and restores hair weakened by color, heat, chemical services, and extensions. This service includes Cécred Reconstructing Treatment Mask, which reduces damage in just one use, and Cécred Moisturizing Deep Conditioner to deeply nourish and maintain the ideal protein-moisture balance. Starting May 18, Cécred and Ulta Beauty will also launch a first-of-its-kind brand-dedicated salon event on an ongoing basis, Cécred Sundays, across a select 200 Ulta Beauty salon locations. This will be a weekly Sunday event featuring exclusive Cécred Sunday services to bring relaxing, self-care rituals for all hair types and textures. Guests will also receive a complimentary mini Temple Oud candle with any Cécred service during the event. "My roots as a professional started when I was a salon owner, so I know firsthand the power of delivering transformative hair care in the chair," said Tina Knowles, Cecred's Vice Chairwoman. "We want to replicate that feeling in the aisle, and Ulta Beauty is the perfect partner to help bring this vision to life. With salons in every door, we're excited to bring Cécred to more at-home rituals and Ulta Beauty salons across the country. " Cécred is now available to shop at all Ulta Beauty store locations nationwide and on with the full assortment ranging from $16 to $56. About CécredCécred delivers transformational haircare for all, blending patent-pending technology with ancient wisdom to empower your haircare journey. Rooted in global rituals, Cécred celebrates all hair types and textures, and honors the deep connection to hair we share across generations. With science-backed formulas designed to strengthen hair, promote length retention, and boost shine, Cécred is a leader in healthy hair. For more information, visit About Ulta BeautyAt Ulta Beauty, the possibilities are beautiful. Ulta Beauty is the largest specialty U.S. beauty retailer and the premier beauty destination for cosmetics, fragrance, skin care products, hair care products and salon services. In 1990, the company reinvented the beauty retail experience by offering a new way to shop for beauty – bringing together All Things Beauty. All in One Place®. Today, Ulta Beauty operates more than 1,400 retail stores across 50 states and also distributes its products through its website, which includes a collection of tips, tutorials, and social content. 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