The beauty industry remains as fiercely competitive as ever in 2025, and it’s no wonder people keep trying to crack it: it raked in $446 billion worldwide in 2023, up 10% from 2022.
The beauty industry is also expected to grow to $600 billion by 2028, according to a McKinsey & Company forecast, which spells something delicious for established brands and newcomers alike — opportunity.
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Despite an overwhelming number of brands in the space constantly innovating new must-have items, there’s clearly still room for growth, especially if a celebrity face is attached.
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While some reports say that people trust brands less when they’re backed by celebrities, internet chatter tells a different story. Lady Gaga’s Haus Labs, Rihanna’s Fenty Beauty, and Halsey’s About Face are a few of the beauty brands that have developed cult followings since they launched. Fans who discuss the brands online in beauty forums like Reddit call them “absolutely legit in terms of performance,” so it seems as long as celebs are truthful about what the products can do, people are willing to support them.
Now the queen of celebs has launched her own line with a thoughtful message that will resonate with men and women alike.
Beyonce’s hair product line fills an important need for beauty-conscious consumers.
Image source: Kevin Mazur, Getty Images
Beyonce’s Cécred brand runs its first big campaign
In February 2024, Beyonce launched a haircare brand called Cécred, tapping into a market that grapples with an ongoing issue: functional hair products for people of color.
Black haircare poses demands that are hard to imagine for those who are not familiar with them. Black women spend nine times more on ethnic hair products than non-Black consumers, according to a study published by the National Library of Medicine (NIH).
In its new campaign “A Deeper Understand of Hair,” Cécred shows women of a wide range of ethnicities and hair types. It will appear on social media platforms and in premium placements across online video and TV.
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“When it came time to bring our campaign to life, we knew we didn’t want to take a traditional, overly polished approach,” said Tiffany Plater, senior vice president of marketing and creative at Cécred, told Retaildive.
“We weren’t interested in perfect sound bites or scripted moments. What mattered most to us was authenticity and creating space for people to speak in their own words, share personal experiences, and reflect on something that feels universally human,” Plater continued. “That vulnerability is what makes the message resonate. It’s not about selling a product but starting a conversation everyone can see themselves in.”
The campaign was created by award-winning advertising agency Wieden+Kennedy, which won the Super Clio Award for its work on the “So Win” campaign from Nike.
Major retail chain will now carry Cécred
While Cécred can be ordered via its website, customers can now get an up-close look at the product in Ulta stores. It’s just been rolled out both at brick-and-mortar locations and Ulta online.
Cécred will also be available as a backbar product at Ulta’s in-store salons, which are in many of the chain’s 1,400 locations.
