Beyoncé released a new line of cosmetic products earlier this year, and she has now used herself as an example of how well they work.
On Sunday (April 21), the R&B superstar shared a step-by-step Instagram video of her hair’s upkeep while promoting multiple items by 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,” she says over the clip, documenting a process that involves the brand’s conditioner, moisturizer and more.
She then shifts her attention for a moment and says: “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 business.”
In the caption, she wrote: “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.”
Last month, fashion consultant Fiona Glen posted a message on LinkedIn highlighting the suspicious similarities between Bey’s line and TWYG (pronounced “twig”), a New Zealand-based skincare company.
“The first image is the newly launched CÉCRED the haircare brand from Beyoncé,” she wrote next to a side-by-side comparison of both companies’ products. “The second image is a New Zealand based skincare brand TWYG, which I shared on a work WhatsApp group back in November. There is a stark similarity, let’s be honest both are aesthetically pleasing, impactful but horrifically over packaged.
“There’s a good chance that the packaging similarity is a coincidence however it’s proof that it’s harder than ever to launch a truly different product and IP is increasingly difficult to defend.”
The designer behind the TWYG packaging, Amanda Gaskin, responded in the comments section to make a more direct accusation about the American company.
“As the designer behind TWYG skincare’s brand and packaging, launched in June 2023, I couldn’t help but feel a pang of deep disappointment upon discovering Beyoncé’s recent hair care packaging,” she wrote. “Over the span of 18 months, my team poured countless hours into TWYG, with a significant portion of that time dedicated to crafting the custom-formed lids.”
“It’s hard to believe that Beyoncé’s brand and packaging team hadn’t stumbled across our work, especially considering the recognition TWYG received last year,” Gaskin added, before noting that TWYG’s packaging had won multiple awards.
“To say I’m gutted would be an understatement but thank you for acknowledging the similarity and validating my feelings on this.”