THE WHAT? Beyonce Knowles-Carter has announced the launch of a hair care line. Cecred, as the range has been named, is inspired by hair rituals from global cultures and makes its debut with the Foundation Collection, which comprises eight products that are said to cleanse, condition and repair.

THE DETAILS Beyonce’s mother, Tina Knowles joins the brand as Vice Chairwoman, bringing her experience as a hairstylist, salon owner and entrepreneur.

THE WHY? “It’s a once-in-a-lifetime experience to work with a founder of Beyoncé’s global reach and raw talent to change the narrative in haircare,” says Cécred CEO Grace Ray. “It’s gratifying to help build an inclusive brand that has benefits for a wide range of hair types and textures. Cécred is a union of visual storytelling, education, and performance, and we are uniquely positioned to service consumers with a prestige, science-validated experience that dispels outdated norms in the haircare industry. I’m honored to join the other brands working to change conversations around haircare.”