Overview
- Beyoncé marked the release with a private hair show in Los Angeles where she appeared onstage with her mother, Tina Knowles, and 14-year-old daughter Blue Ivy in coordinated white looks.
- The styling range features items such as flexible hairspray, volumizing mousse, and strong-hold gel built to hold up through long performances without relaxers.
- In a WWD interview, Beyoncé said she tested the formulas on tour and uses them on Blue and Rumi, noting the mousse held a big Texas blowout during the 2024 Super Bowl.
- Guests watched a hair-focused runway and dance show, with attendees including Kelly Rowland, Zaya Wade, Victoria Monét, Jordan Chiles, Wale, Jessie Reyez, and Chlöe Bailey.
- The line is on sale at Ulta online, building on Beyoncé’s salon-rooted goal to make products that work for a wide range of hair types.