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Beyoncé teases new haircare range amid high demand for prestige beauty

Right in time of the high demand of prestige beauty products in South Africa and abroad, Beyoncé sends Behive on a whirlwind of excitement and speculation this week as she teases an upcoming new haircare brand.

Beyoncé finally returned to the stage with a bang earlier this month with the official kick-off in Stockholm, Sweden of her Renaissance World Tour, which comes a year after the release of her seventh solo studio album of the same name.  However, music isn’t the only thing that the ‘Behive’ would be feasting on from the star. 

Beyoncé posted a carousel of photos on Instagram Tuesday with the first image showing the singer, clad in her statement golden hair, sitting in front of a vanity mirror with a curling iron in hand doing her hair. The image reveals a large assortment of bottles with hand-written labels that appears to be lab samples of what is yet to come.

The second image is a throwback of a younger Beyoncé with cornrows done by her mother, while sitting in a hair salon chair. The third image shows a hand-written note, with the singer seemingly attributing her next business chapter to her mother’s salon, and it reads as follows: “How many of ya’ll knew my first job was sweeping hair in my mama’s salon?,”

The note further reads: “Destiny’s Child got our start by performing for clients while they were getting their hair done. I was exposed to so many different kinds of entrepreneurial women in her salon. I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls. I watched her heal and be of service to so many women. Having learned so much on my hair journey, I’ve always dreamed of carrying on her legacy.” She concludes by saying: “I can’t wait for you to experience what I’ve been creating.”

Though Beyoncé hasn’t shared any more details on what kind of hair products she’ll be releasing, and when, a quick zoom on the cover post shows what looks like hair creams, serums and oils in sample lab bottles. And judging by the large assortment of the bottles on the dressing table, it looks like it’s going to be a fairly big range.

Photo: Beyoncé Instagram
Beyoncé hand-written note: Beyoncé’s Instagram

Beyoncé’s upcoming haircare range; no ordinary celebrity beauty brand

Celebrity beauty brands are all too familiar these days, however this is one highly-anticipated release we are also stoked about, given how flawless Beyoncé hair has always been over the course of her long music career.

Her anticipated range comes amid the growing demand of prestige haircare, notably for textured hair, and has been preceded by several celebrity ranges such as ‘Sister Sister‘ actress Tia Mowry, who launched early this year a natural haircare range, 4U by Tia Mowry, that celebrates curls.

Actress Tracee Ellis Ross launched in 2019 and 2022 in the US and UK respectively, a collection of products for curly, coily and tight-textured hair called Pattern Beauty, while South Africa’s own Gail Mabalane introduced just over a year ago, Ethnogenics, a haircare range for hair loss

The trend comes amid a boom for haircare products locally and abroad. Sales of high-end hair and beauty products grew 15% year over year to reach $27.1 billion in 2022, according to NPD Group.

According to the report, prestige beauty was the fastest-growing industry segment across more than $4 trillion in US general merchandise consumer spending tracked. Furthermore, it was the only industry across both discretionary retail and consumer packaged goods (CPG) categories to experience unit sales growth in 2022 while others sectors were still struggling to stay put in the aftermath of Covid-19.

In Africa, according to Technavio, beauty and personal care market share is expected to increase by USD 5.28 billion in 2026, with more than 50% of the growth originating from South Africa.

Tankiso Komane
Tankiso Komane
A Tshwane University of Technology journalism graduate, Tankiso Komane has a vast experience in print & broadcast media business and has worked for some of the country’s biggest daily newspapers, including The Sowetan, The Citizen, The Times, and The New Age. Through her varied work as a journalist, notably as a copywriter for SABC1 (On-Air promotions) and as a publicist for Onyx Communications, she has developed an in-depth understanding of the nature of the media business and how to use it for the purpose of exposure. Her expertise in journalism across various disciplines, coupled with a good reputation, has laid the foundation of a new kind "trust in Journalism" as the media ecosystem continues to digitally evolve.
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