First, she snatched our edges. Now, she aims to restore them. Beyoncé’s haircare company Cécred unveiled the line’s new addition with a SoHo pop-up installation.
..and it’s thique.
On Saturday, was transformed into a chrome launchpad for the new product: . The elixir, formulated to increase hair density by 1.5x, is packaged in a sleek silver dropper bottle—a striking packaging standout from the rest of the line.
The drops, aptly framed with the tagline, “Get Thick,” target breakage and thinning around the edges and throughout the hair. The product is formulated as a serum, meaning it is lightweight and absorbs directly into the hair and scalp. There’s no need to rinse out, and is meant to be used daily.
For best results, the team encourages consumers to use the serum twice a day for a minimum of 16 weeks. The science behind the formula rests in their patent-pending Bioactive Keratin Ferment technology, and provides five peptides to support hair growth. “1 drop, 5 powerful peptides,” the company declares.
Members of the Team, including Beyoncé’s hair stylist , and the brand’s Director of Education , were in attendance to support the product’s debut and . The pop-up attracted eager to test and learn more about the new drops. Chrome window displays were lined with the shiny new bottles and a metallic newsstand provided special-edition “Get Thick” newsletters offering detailed product information.
Meanwhile, a sweet station distributing champagne-.