Here's How I'd Brand Beyoncé's New Haircare Line

May 17, 2023 | Evelyn Mason

In March when it was announced that Adidas and Ivy Park decided to split ways, I had a conversation with a close friend about Beyoncé's business ventures.

Although her apparel ventures House of Dereon (real ones remember, check out this bomb video by Black Femininity TV if you don't) and Ivy Park succeed to a certain point, it never truly fit her brand to me and never turned into a billion dollar empire. You would think one of the biggest stars in the world would have more success with her ventures but I never felt like Beyoncé put her whole heart and soul into clothing. Beyoncé's hair has always been a topic of conversation (wondering if it's a wig, if it's real and just the beauty of it). She needed to connect with her audience in a different way. It was always the hair!!!! I saw this so bad for her but never expected that she would go through with it, especially now during her world wide tour that literally just started.

Like first, that fact that we're getting such a personal shot of Beyoncé is craaazy but it's so fitting for this announcement and she's already welcoming us into her world of beauty and haircare from this first photo alone. It was genius 🧠 to include the younger photo of herself at the hair salon to capitalize on the nostalgia of it all and including a handwritten note and pouring her heart out about what's coming next.

Paying homage to the past and present of black hair

As she included in her IG post, hair has always been such a hugeeee part of Beyoncé's life, as it is for many black women. One of the pillars and marketing aspects of Beyoncé's line should honor her roots, her hair journey and the hair stories of the women in her life. For black women, hair is such a generational tie and something we are able to bond over through generations. Imagine how beautiful it would be to see Beyoncé, her children, her mother and even her sister captured together for the roll out of this line.

Even back in the Destiny's Child days, we saw her identity and personality through her hair. I would love to see a campaign of Beyoncé paying homage to all of the different hairstyles she's had through the years and celebrating black hair and it's versatility. To build off of community it would be great just to see everyday people included in the campaigns, sharing their own stories about their hair.

The creative direction and moodboard

I honestly see Beyoncé's brand taking more of a couture but earthy approach with subtle touches of green and pale yellows (a bit similar to the vibe of Lemonade🍋). I couldn't imagine anything else but sleek and practical packaging with a touch of extra-ness lol. Custom packaging and products would be perfect for this line. I can't see Beyoncé and her team just buying wholesale plastic bottles and slapping a label on it. We defintetly need some beautiful packaging, similar to the vibes of Oribe or Deon Leone.

For the price point, I'm expecting high end ($35 and up) but I honestly would love for this line to be accessible for anyone wanting more "luxury" haircare products and around the high-end drug store range (think Pattern by Trace Ellis Ross).

The real question is what exactly does Beyonceé plan to sell? I'm pretty sure she's selling some type of products based on the IG announcement alone but imagine if she ventured into wigs and hair extensions as well (#bundlesbybeyonce) lol. I can't think of any A-List celebrities who have dabbled in the hair extension industry but imagine how ground breaking that could be if Beyoncé did. Especially since she's received a large amount of attention over the years about her custom lace-front wigs.

For the campaign roll-out, familiar pop culture faces

I would loveeeeee to see some of our pop culture faves like Hottie from Flavor of Love and even Kenya Moore featured in the campaign roll-out in some shape of form. One of the pilars of the brand could be capitalizing on this whole "I look like Beyoncé" thing that's been playing out on reality tv and the internet for the past two decades. By having an element emphasizing on playful campaigns about how the hair products can have you looking like Beyoncé or having Beyoncé's hair, it'll attract more of her target audience and Gen Z.

It'll be so interesting to see how Beyoncé takes this own and how her team works to launch this company. Here's some questions for you:

• Do You Think This Will Be Just Haircare Products or Extensions?

• What Products Do You Expect Her To Launch With (Shampoo, Leave-In)?

• Why Do You Think Ivy Park Never Stuck With The General Public?