Beyonce is making seismic moves with her Cécred haircare line.

For, a year after its launch, the award-winning brand is set to land in Ulta Beauty stores.

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April 6 will see Cécred rolled out in over 1400 Ulta Beauty locations in the US and on the retailer’s official website.

The line’s Foundation collection of products as well as its recently launched styling tools will be available en masse.

That’s not all.

Because, along with a pronounced in-store promotional presence, there will be a first-of-its-kind integration with Ulta’s salons.

Queen Bey trumpeted the news moments ago in a lush, fun video:

 

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A post shared by Beyoncé (@beyonce)

Remarking on the unprecedented retail partnership, Beyonce said in a statement to WWD:

“In the past year, we’ve helped so many make a deeper connection with their hair, building a community that redefines what a typical hair care brand looks like. Our historic partnership with Ulta Beauty represents a meaningful milestone in our journey of getting Cécred in the aisles and salons nationwide for everyone to experience.”

Keecia Steelman, Ulta Beauty’s new CEO, added:

“Having 1,450 stores in 50 states with 44 million active Ulta Beauty loyalty reward members, and our unwavering commitment to amplifying BIPOC founders, we’re positioned to bring Cécred to the masses.

It’s going to be very prominent, front-and-center with life-sized fixtures and bottle amplification,” she said. “We’re going to amplify this in a way that we’ve never done before in our salons. It’s going to be a total 360-degree approach.”

Seelman continued:

“One of the things that tied us to Cécred is the story of Beyoncé sweeping up hair in her mom’s salon. Beauty is generational, hair is generational, and we have that shopping experience at Ulta Beauty with daughters, mothers and grandmothers. When you have that coming together with what our view of the consumer is, that’s when magic happens.”

With 30 industry awards, 18,000 five-star reviews, and its Restoring Hair and Edge Drops products blasting past first-year projections in a mere matter of months, Cécred’s retail launch adds to what is undoubtedly a super successful venture.

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