“New beauty peak allegations starting now”: Fans react to Beyoncé’s latest CÉCRED x Ulta Beauty campaign video 

Beyoncé's haircare brand Cécred, which just celebrated its one-year anniversary, will now soon be available on Ulta Beauty. The Grammy winner announced this news through a dazzling Instagram reel during Black History Month, which now has fans reacting as, "New beauty peak allegations starting now."

Decked out in a custom pearly satin gown by Vivienne Westwood, Beyoncé took to Instagram to announce her haircare brand, Cécred’s exclusive Ulta Launch. In a collaborative Instagram reel posted on Wednesday, February 19, that now has about 570k views, Queen Bee disclosed that her transformative haircare brand is coming to Ulta Beauty, the largest U.S. beauty retailer.

The post featuring her popular song "Feeling Myself" with Nicki Minaj mentioned in the caption that the launch will be on April 6, 2025, in all Ulta Beauty stores and their website.

In the short clip, Beyoncé can be seen dressed in a draped white gown featuring the designer's trademark corseted silhouette, while getting her hair and makeup touched up by makeup and hair artists. To emphasize the haircare in the video, her hair is styled in soft, long waves and is accentuated with soft bellows of wind.

---

Fan Reactions to Beyoncé's video

The launch news has left both the brand's consumers and Cowboy Carter singers' fans in a frenzy.

(Post via X/@beyymani)

Fans shared their excitement about being able to get the products at their nearest store on both Instagram and X.

"OMG OMG OMG OMG I CAN GET IT AT ULTA OMG." - one consumer exclaimed.

while another said, "I just knew Bey was an Ulta girlie!!! So excited for this launch."

Ulta fans also commented on the convenience of this launch:

"it’s the ease of purchase for me."@amberelise.world commented on the Instagram post.

The Beyhive, the name of Beyoncé's fandom, also expressed their awe over her look in the reel.

"She looks absolutely stunning as always," one fan stated

"She is literally glowing!" another user commented.

one netizen also said, "She really said Bow down, haircare edition."

---

About Cécred

The Grammy winner launched this brand one year ago, on February 20, 2025, with the intention of creating a haircare line that works for all types of hair and textures, with the tagline "Hair is sacred."

"It’s been my lifelong dream to create a brand that could work for everybody- whether you're pin straight, coily, wavy, curly, or anything in between."

This is also reflected in the name of the brand as well, which is an interesting play on words, taking the word "Sacred" and combining it with the "Cé" in "Beyoncé.

In the span of a year, the brand has won over 30 awards for products such as its reconstructing treatment mask, moisturizing deep conditioner, hydrating shampoo, and so on.