Cécred— The Science of Ritual
Beyoncé set out to create a brand that advances the future of hair care through a combination of cutting-edge science and centuries-old wisdom. Aruliden supported Beyoncé in bringing her vision to life, bridging the past and the future, honoring tradition, delivering performance, and balancing ancient and modern cues in equal measure.
Beyoncé’s vision for Cécred was born from the wisdom and experience acquired in her mother’s professional salon. Inspired by Ms. Tina’s time-tested product cocktailing which cultivated healthy hair for hundreds of women, she wanted to launch a single line to rescue, strengthen, and grow hair for all.
Cecréd blends science with ritual, powered by the belief that the future of hair care must acknowledge the science and wisdom of storied traditions.
Honoring sacred relationships with hair, the brand casts its audience as muse, highlighting the diversity within and connections between generations. The Cecréd photography exudes a statuesque quality, with a warmth that feels both familiar and aspirational.
Products are heroic, supercharged with the most advanced science to deliver truly powerful care. The shape language is reminiscent of ancient architecture, with its stone-like textural quality balancing technical typography to reinforce the brand’s role as a bridge between hair care’s past, present, and future.
