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Beyoncé has revealed she will be launching a hair care line this Black History Month on February 20.
The 29-time Grammy winner made the announcement on Instagram, posting a cryptic video featuring apparent home movie footage of her mother’s salon Headliners, in Houston — where Beyoncé had her first job sweeping hair.
A makeshift projector screen shows snippets of childhood videos; Beyoncé in a pink tracksuit wandering the salon floor, Tina Knowles dressed up for the evening, waving to the camera with her young daughter in tow, sporting a flourishing afro. “Hair is sacred,” read Beyoncé's caption as she revealed the brand name, Cécred.
“There is power in community, and I saw that growing up the daughter of a salon owner,” Beyoncé told Harper’s Bazaar in 2021. “I was exposed to so many entrepreneurial women that I admired. Doctors, business owners, artists, teachers, mothers — they all came through my mom’s salon. I saw firsthand how a salon can be a sanctuary for women.”
“I’ve seen how much Black women’s emotions are attached to our hair and beauty,” she told the magazine. “The beauty industry does not always understand these emotions and what we need. I want to build a community where women of all races can communicate and share some of those secrets, so we can continue to support and take care of each other. I want to give women a space to feel their own strength and tell their stories. That is power.”
The products are expected to drop on February 20.
CNN contributed to this report.