Beyoncé discusses building Cécred with Tina Knowles as the hair-care brand expands its physical retail presence into the U.K.
Beyoncé is putting the work behind Cécred at the center of a new i-D feature. Released October 26, the special posterzine pairs an interview with Beyoncé and Tina Knowles with new photography, turning attention toward the business and family history behind the hair-care company.
In the i-D conversation with Eni Subair, Beyoncé emphasizes her position as the brand’s founder, visionary and sole investor. Her description places responsibility for the company’s direction and financing alongside its public association with one of music’s most recognizable names.
Tina Knowles serves as vice chairwoman, bringing a professional and personal connection to the subject. Beyoncé grew up around her mother’s Houston salon, and that family experience has remained central to how the singer explains her interest in the business of hair care.
The feature accompanies Cécred’s arrival in U.K. physical retail through Space NK, its first international expansion of that kind. It gives the interview a concrete business backdrop: the company is introducing its products to shoppers in another market rather than simply revisiting its original launch.
Cécred launched in February 2024, with Beyoncé funding the venture herself. In the new interview, she argues that the products should attract customers on their own merits, including people who are not fans of her music; that is her stated ambition for the brand, rather than an independent assessment of its performance.
The i-D collaboration also marks 20 years since Beyoncé’s B’Day-era cover for the publication. This time, the focus is the company she is building with her mother, with Blair Caldwell’s photography and the joint interview placing the founder’s role at the center of the story.
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