Earlier this year, Beyoncé launched a new line of cosmetic products and recently showcased their effectiveness using herself as an example. In an Instagram video posted on Sunday April 21st, the R&B icon demonstrated her hair care routine featuring multiple items from Cécred (pronounced “sacred”).
“Cécred is known for quality and what it does for your hair; I think it’s about time I show you guys what it does for my hair,” Beyoncé narrates in the video, detailing the use of the brand’s conditioner and moisturizer among other products.
She also addressed a common misconception about wig wearers, stating, “The stigma and misconception is that people that wear wigs don’t have long and healthy hair — that’s some bullshit ’cause it ain’t nobody’s business.”
In her Instagram caption, Beyoncé emphasized her commitment to disrupting norms, stating, “Being disruptive and challenging everything people feel should be the process has always been exciting to me. My hair and music seemed to do that a lot over the years…Maintaining 25 years of blonde on natural hair through all the experimenting I do has played a huge part in developing @cecred’s products. It’s the hardest to keep color-treated hair healthy and strong, but @cecred is here. All quality, with NO shortcuts.”
However, controversy arose last month when fashion consultant Fiona Glen pointed out similarities between Beyoncé’s line and TWYG, a New Zealand-based skincare company. Glen shared a side-by-side comparison of the products on LinkedIn, highlighting the resemblance in packaging.
Amanda Gaskin, the designer behind TWYG’s packaging, expressed disappointment and disbelief in the comments section, suggesting that Beyoncé’s team may have been influenced by TWYG’s work. Gaskin emphasized the effort put into crafting TWYG’s packaging and noted the recognition and awards it received.
This incident underscores the challenges of launching unique products in a competitive market, where intellectual property protection is increasingly complex and imitation can raise ethical concerns.