"Jumpscare” — fans LOL to new video featuring Beyoncé and Tina Knowles

Beyoncé dropped a new video for her haircare brand, Cécred, and while she served face, grace, and glam, the internet gave it a new label: “jumpscare.” That was the viral comment under a clip showing Queen Bey and her mom, Tina Knowles, in a dramatic salon-style scene that has TikTok in a chokehold. @KarmaIsAFad put it plainly:

“jumpscare,”

reacting to a now-viral post by @PopBase captioned

“Beyoncé and Tina Knowles in new video for Cécred.”

While Bey was absolutely glowing in a plunging black dress and soft curls, fans had… thoughts — ranging from wig conspiracies to cries of adoption. The hair product may be sacred, but the reactions were anything but. And yes, Cécred is now officially at Ulta — so your wallet is not safe.

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Wigs, jokes, and Ulta carts: Beyoncé’s haircare launch gets the chaotic reaction it deserves

Social media had a full-on meltdown over the video, with the Beyoncé fandom doing what they do best: meme-ing their way through the glam.

“Her acting like that’s not a wig 😭😭😭😭 girl BYE.” -@nasmarajs

@ms__lost couldn’t help but point out the very obvious possibility that the silky strands in the video might not be 100% from Bey’s own follicles. Respectfully.

“Putting hair product into your wig is crazy 😭”

The way Twitter scientists conducted a forensic breakdown of the styling sequence, like it was a crime scene… elite behavior.

“Who and who?”

A chaotic response by @horejsiii to the dramatic intro of the duo, like we weren’t all looking at Beyoncé and her very recognizable mom. Delulu or sarcastic? You decide.

“She lowkey looking like Gaga here.” -@Mai_ASUR

From the platinum waves to the bold styling, some fans were seeing a sprinkle of Mother Monster in Bey’s vibe — and honestly, not a bad comparison.

“Cécred is finally at Ulta and my cart is already disrespectfully full 😭"-@Miniqtz

The real gag? While the internet clowned, shoppers sprinted to Ulta like it was Black Friday in April.

“Adopt me please 😭😭 ”-@edokostic

A sentiment directed at Beyoncé and Tina, because who wouldn’t want to be mentored in life and haircare by this iconic duo?

One thing is clear: whether you’re here for the product, the production, or the playful chaos, the Knowles queens continue to dominate.

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Beyoncé, Tina Knowles, and the Cécred era, explained

This now-viral video is part of the official campaign for Cécred, Beyoncé’s newly launched haircare line. The name — pronounced “sacred” — nods to the deep cultural significance of hair in Black communities, as well as Bey’s personal journey growing up in her mom’s Houston salon. Tina Knowles, a hairstylist by trade, was front and center in the video, giving it both authenticity and a generational tie.

In the clip, Beyoncé stuns in a low-cut black gown with soft curls and minimal glam, seated like royalty in a luxe salon as her mom applies product to her hair (or, as fans argue, wig). The vibe is cinematic, regal, and quietly emotional — a nod to the legacy of beauty and self-care passed from mother to daughter.

The Cécred range includes shampoos, conditioners, deep treatments, and oils — all formulated to strengthen and restore textured hair. With its release at a major beauty retailer, the line is now accessible to the masses — and let’s just say, the masses are not holding back.

Beyond the meme-worthy moments, this video is part of a broader message: honoring heritage, redefining luxury, and giving textured hair the TLC it deserves. And of course, doing it all with that signature Knowles flair.