Hair is more than just texture, routine, or appearance — it’s memory, identity, and story.
That’s the message at the heart of Cécred’s powerful new brand campaign, A Deeper Understanding of Hair, debuting this month in tandem with the brand’s exclusive nationwide launch at Ulta Beauty.
The campaign is the first of its kind from Cécred, founded by Beyoncé Knowles-Carter. Its message is intended to resonate with those who’ve ever struggled to feel seen or served by the beauty industry.
Conceptualized in partnership with creative agency Wieden + Kennedy, the campaign is a cinematic tribute reflecting the emotional, often intimate, connection people have with their hair.
It showcases stories, rituals, and identity woven into moments of pride, pain, self-expression, and transformation, reminding viewers that caring for hair is as much about the soul as it is about science.
“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,” says the brand's Vice Chairwoman, Tina Knowles, Beyoncé's mother.
“With this campaign, we’re telling a story that hasn’t been told before on this scale," she says, "one that honors the complexity and beauty of our hair journeys.”
The visuals are arresting and intimate, featuring a diverse cast that spans generations and hair textures, layered with voiceovers that speak to shared experiences.
The launch marks the largest exclusive haircare debut in Ulta Beauty’s history, complete with immersive in-store displays, branded endcaps, and a dedicated gondola presence.
Cécred products and tools are available online and in-store at Ulta retail locations. Professional in-salon services featuring Cécred products are now offered at The Salon at Ulta Beauty's 1,400+ locations, supported by 7,000 stylists who received special training on the brand's formulas.
In 200 select salon locations, Ulta will introduce "Cécred Sundays" on May 18. The a first-of-its-kind weekly experience will feature signature Cécred services and a complimentary candle infused with the brand's Temple Oud aroma.
“Expanding into retail just one year after launching the brand is a testament to the deep connection we’ve built with our community,” says Cécred CEO Grace Ray.
“But what sets this moment apart is how we’re blending powerful storytelling with powerful performance.”