Beyoncé shows off golden tresses as she celebrates haircare line Cécred's Ulta Beauty debut

Beyoncé showed off her golden locks as she celebrated her haircare line Cécred’s launch at Ulta Beauty.

In an April 6 Instagram clip, the “Diva” songstress smiled as she applied Cécred Nourishing Hair Oil on her long and lush flaxen waves.

“Operation get @cecred at @ultabeauty is officially COMPLETE, with the help of the big boss and founder, @beyonce! Available NOW at your local Ulta Beauty store and ultabeauty.com,” the caption stated.

Clad in a crystals-embedded, plunging black dress, the 43-year-old superstar playfully flipped her hair after application before passing the bottle to her mom, Tina Knowles, who is Cécred’s vice chairwoman. Then, the executive handed the bottle to other staff members until it finally landed on the white marble tile of an Ulta Beauty store.

Beyoncé announced in February that Cécred—pronounced “sacred”—would expand beyond its website as it was arriving at the major cosmetics retailer.

In an Instagram video on February 20, 2025, the TEXAS HOLD ‘EM artist garbed in a cream satin dress declared:

“World stop,” before her beauty crew stepped forward to make some touch-ups.

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Ulta Beauty CEO reveals Cécred surpassed expectations

Kecia Steelman, Ulta Beauty’s CEO, revealed during her speech at Cécred’s launch party that the brand’s sales on its first day exceeded the projected sales for the first 24 hours.

“This actually could be [Ulta Beauty’s] largest launch, period, in our history, because I have a little fun fact for you,” she said.

“I’ve been checking sales a little bit, and just our e-commerce sales today alone have already doubled what we thought we would do in an entire week,” the CEO revealed.

The all-white affair was graced by none other than the brand’s founder Beyoncé Knowles-Carter, while her mother, Tina Knowles, served as the evening host.

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Fans react to Cécred’s Ulta Beauty launch

Beyoncé’s fans wasted no time showering praise on Cécred’s debut at Ulta Beauty, flooding social media platforms with excitement over the haircare line’s rollout.

Instagram user @_v_d_l expressed her approval of one of the line’s product’s performance.

“I haven't used this oil but the oil drops left my daughter's hair feeling so soft without weighing it down.”

One fan @beautyfulbaddie wrote:

“I love that Bey does things so quietly and let it take a life of it's own, this brand is just not any brand, products are 10/10 and they are changing lives, this brand will be huge!”

Another online user @grace.normanx jested:

“MOTHERRRRR let me catch a flight so I can go to an ulta store.”

Over X (formerly Twitter), praises for the brand continue to boil over.

“Nobody will ever convince me that Beyoncé isn’t an absolutely gorgeous, stunning woman!” internet user @arianaunext wrote.

“Beyoncé looks absolutely stunning in that white gown for the CÉCRED x Ulta Beauty ad! Loving how she’s blending high fashion with her hair care vision , such an empowering move for all hair types!” gushed another.