Nationwide — Beyoncé is taking her award-winning haircare brand Cécred to the United Kingdom, marking the company’s first physical retail expansion outside the U.S. The brand will launch at 90 Space NK stores across the country as it continues growing its presence in the beauty industry. It will officially arrive in stores and on the retailer’s website on Sept. 22, according to Afrotech. The move gives U.K. customers a chance to shop the brand in person after it built its business through direct-to-consumer sales and its retail partnership with Ulta Beauty in the United States. The expansion also comes as Cécred continues to attract strong demand in the prestige haircare market.
The company launched in 2024 after six years of research and development. Beyoncé created it with her mother, Tina Knowles, and CEO Grace Ray, who previously worked with brands including Smashbox and L’Oréal. The business was self-funded from the beginning, allowing the team to invest heavily in product research, testing, and development without outside investors deciding how much money could go toward those areas. That approach also helped Cécred establish a research laboratory and a test salon at its Los Angeles headquarters.
The brand focuses on hair health rather than simply changing how hair looks. Its products include clarifying shampoo and scalp scrub, moisturizing deep conditioner, fermented rice and rose protein treatment, nourishing hair oil, hair perfume, and its patent-pending Bioactive Keratin Ferment. Ray previously explained that the products are designed around specific hair needs and aim to address the causes of healthy hair rather than only providing cosmetic improvements.
Cécred has also gained traction at Ulta Beauty, where haircare made up 20% of the retailer’s second-quarter net sales. The Restoring Hair and Edge Drops have become the brand’s top-performing prestige haircare products, according to Vogue Business. Ray described the company’s revenue as “exceptional” while also noting that meeting growing demand has required the team to adjust its supply chain and retail operations.
The U.K. launch reflects the brand’s focus on serving people with different hair textures and styling needs. Beyoncé said her years performing in the country exposed her to a wide range of hair types and hairstyles, which influenced her excitement about bringing Cécred there. Knowles has also said the long-term goal is to make the products available around the world and eventually turn the brand into a household name.