Beyoncé Turns Haircare Into Big Business With Cécred

Untangled

Here's what's happening this week in the world of haircare marketing: - Beyoncé’s brand scales via Ulta, pop-ups, and education - Shakira’s Isima enters Ulta with science-first positioning - Influencer picks: 20 US creators primed for partnerships

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📌WEEKLY MUST-KNOWS

GO-TO-MARKET STRATEGY
Beyoncé Turns Haircare Into Big Business With Cécred

Forbes details how Cécred scaled beyond the BeyHive through Ulta rollout, pop-up roadshows, and influencer education anchored by salon credibility from Tina Knowles. The playbook blends spectacle with authority to drive trial and omnichannel lift. The bar for celebrity-led brands is shifting toward experiential retail, expert-led content, and sustained product performance.

CELEBRITY BRAND LAUNCH
Shakira Debuts Isima At Ulta With Eight-Product Line

Shakira’s Isima launched exclusively at Ulta with eight SKUs focused on scalp, cortex, and cuticle, positioned as science-rooted and culturally inclusive. Another A‑list entrant intensifies the fight for shelf attention and community-led storytelling. Expect more creator education and UGC to validate efficacy in a crowded premium-mass segment.

MANUFACTURING & SUSTAINABILITY
Private-Label Solid Bars Scale To Meet Demand

MidSolid Press and Pour expanded private-label manufacturing for solid shampoo and conditioner bars, adding global reach, faster logistics, and 5,000-unit MOQs. Waterless, plastic-free formats are moving from niche to scalable, lowering barriers for brands to enter with custom formulas and sustainable packaging. Operations teams should evaluate solid formats for margin, shipping, and positioning advantages.

⚡QUICK READS

Protective Style Care Becomes A Defined Category: Trend Hunter flags rising launches tailored to braids, wigs, twists, and locs, signaling new shelf space and education needs for underserved consumers.(More)

US Haircare Creators To Watch In 2025: Favikon’s top 20 list offers a vetted starting point for performance-led influencer tests across TikTok, YouTube, and Instagram.(More)

Trybello Leans Into Reviews-Led Conversion: The DTC brand launched a centralized reviews hub with UGC photos and a 120-day guarantee, strengthening trust signals for hair growth products.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division