Beyonce’s new venture in the hair and beauty sphere may turn her into a billionaire, it is predicted.

Acknowledging that this is no small feat, it may be the only thing it accomplishes. In a domain saturated by not just celebrity products, but specifically celebrity-products-targeting-black-customers, Beyonce’s Cécred might not have understood the assignment.

The name in itself influenced by Beyoncé’s Christian roots, does not mince words, at least not figuratively, when describing one of the most political aspects of race.

While Beyonce herself is rarely seen wearing her natural hair, a movement that has taken importance since the dawn of the internet and has gained more attention due to conversations in pop culture as well as academia-initiated by the likes of Chris Rock with his documentary Good Hair and Chimamanda Ngozi Adichie’s numerous references at the politics of black hair, specifically black women’s hair- she is targeting an audience that look like her and accept her, without targeting that same audience’s requirements.

The bottom line is, the Beehive will buy whatever this musical legend produces, be it Ivy Park athleisure (even before the pandemic made that a work-appropriate attire), or a haircare pack that promises Caucasian silky hair without referencing the multiple (not to mention painful and chemical) steps before achieving those locks, and this venture will probably nudge her into the billionaire realm. And while from a business perspective, this is a definite win, from a cultural point of view, her team truly missed the mark, in my opinion.