Ouidad

Cecred is a haircare brand founded by global music icon Beyoncé in 2024, created to redefine the standards of textured haircare. The name Cecred” — derived from sacred” — reflects the brand’s philosophy that caring for one’s hair is a ritual of self-respect and heritage. Developed in partnership with professional stylists and scientists, Cecred focuses on repairing, strengthening, and hydrating hair of all textures, especially curly and coily types. The brand’s debut line includes shampoos, masks, and treatments formulated with bioactive keratin and fermented rice water to enhance elasticity and shine. Cecred also champions inclusivity and authenticity, inspired by the legacy of Beyoncé’s mother, Tina Knowles, and her former hair salon. What makes Cecred distinctive is its blend of luxury and science, offering products rooted in cultural identity and salon expertise. The brand celebrates textured hair as both beautiful and powerful, redefining modern haircare through innovation and purpose.

Amika is a Brooklyn-based haircare brand founded in 2007, known for its fun, inclusive, and performance-driven approach to haircare and styling. The brand name, which means friend” in Esperanto, reflects its mission to make professional-quality products accessible to everyone. Amika offers a full range of shampoos, conditioners, masks, and styling tools designed for all hair types. All products are vegan, cruelty-free, and formulated without sulfates, parabens, or phthalates. The brand is also recognized for its signature scent and vibrant packaging that stands out in the salon and retail market. Amika emphasizes sustainability by using post-consumer recycled materials and partnering with organizations to reduce waste. What sets Amika apart is its community-first attitude and commitment to authenticity — blending salon innovation with individuality and self-expression. It has grown into one of the most recognized indie haircare brands in the U.S.

Founded in 2015 by Mordechai Alvow, Yarok Hair is a New York-based clean haircare brand focused on performance and sustainability. Its vegan, organic formulas use cold-pressed botanicals like jojoba, avocado, and aloe vera to nourish hair and scalp. All products are free from alcohol, parabens, and synthetic fragrances, crafted for both professional salons and home use. Yarok, meaning green” in Hebrew, donates a portion of profits to environmental causes through The Pachamama Alliance. What makes Yarok distinctive is its fusion of clean luxury and environmental activism, combining ethical ingredients with editorial-level performance.