Beyoncé’s Cécred expands into UK market with Space NK

Cécred, the haircare brand founded by Beyoncé Knowles-Carter, is entering international physical retail through an exclusive partnership with Space NK.

From 22 September, Cécred will be available at all 90 Space NK stores across the UK and Ireland, as well as through spacenk.com. The rollout builds on existing demand in the UK, the brand’s second-largest market after the US.

The retail range will span Cécred’s Foundation, Protection, Restoring and Styling collections. It will also include Temple Oud Hair Perfume, the brand’s first fragrance-focused launch, described as a rich, woody floral scent formulated to work with the chemistry of the hair.

“Introducing our award-winning formulas and high-performance innovation to Space NK is a natural next step for Cécred,” Knowles-Carter said. “And I’m so happy our UK community, who has embraced us from day one, can finally experience the products IRL.”

Cécred launched as a direct-to-consumer business in February 2024 following six years of research and development. It now ships to 100 countries and made its US retail debut with Ulta Beauty in February 2026, in what the retailer called the largest prestige haircare rollout in its history.

Grace Ray, CEO of Cécred and former president of Living Proof, said the move into large-scale retail has required the company to strengthen its supply chain and develop in-store programming.

“It’s been challenging and exciting moving into massive retail scale, because it requires an entirely different set of operational muscle, from supply chain execution to in-store programming,” Ray told Vogue.

Cécred develops products for all hair types and textures, with formulas organised around specific hair and scalp needs. Its proprietary bioactive keratin ferment is designed to penetrate the hair cortex and replace lost proteins, supporting hair strength and structural integrity.

The company operates a research laboratory and test salon at its Los Angeles headquarters, while product performance is tested across three continents to account for a range of hair types and textures.

Ray said Cécred has received interest from other international markets but intends to apply the same measured approach used for its UK expansion when considering further launches.