Beyoncé's new haircare line names beauty influencer as ambassador

Global superstar Beyoncé has a new haircare line, Cécred and her first brand ambassador will be Filipino beauty influencer and social-media personality Bretman Rock.

Rock, who is based in Hawaii, took to Instagram to share the news. with a picture of him next to Beyoncé.

"This woman means so much to me. She taught me that I’m a number one diva and that pretty hurts," said Rock in the caption. "Growing out my hair has been such a sacred journey personally because I started growing it out when my dad passed, because he was always a man with long hair. Now, two years later, my hair is a model."

Cécred is Beyoncé's new haircare line that was released early this month. Among the products released, there were hair oils, shampoos, conditioners, treatments and stylers as well as items such as a cosmetics bag. 

"It’s been my lifelong dream to create these hair products and bring some of my mother’s teachings to life," said Beyoncé on her website about the inspiration behind the brand.

"We started by prioritising the needs of textured hair such as mine and others who lack moisture and strength. It was important to honor past rituals while infusing our personal touch by adding advanced science to build new sacred rituals," she said.

Beyoncé added that the result was haircare defined by its performance, quality, and intention.

"Haircare that isn’t put into the same box others have tried to put me in as a Black woman throughout my career. Haircare that will keep my hair healthy despite how often I change it up as a performer—the coloring, high-tension styles, sewing, sweat, and buildup," she explained, adding that  Cécred is about prioritising yourself and all the things you hold sacred.

Rock's appointment comes shortly after luxury fashion brand Valentino named popular Taiwanese singer Jolin Tsai as its newest brand ambassador. 

Tsai, also known as the "Queen of C-Pop", is a Taiwanese singer, songwriter and actress, and is considered as one of the most popular female singers in Asia, having sold more than 25 million records. She is the first Chinese ambassador to join Valentino’s global lineup. 

Announced on its official Weibo page, Valentino said Tsai will be featured in its global advertising campaign for the 2024 Spring/Summer L'École collection.

https://www.marketing-interactive.com/beyonce-hair-care-line-bretman-rock-brand-ambassador.