Beyonce’s new beauty line Cecred is doing big numbers. The line, which launched last year, has the most diverse team in all of the beauty world.
And the success of Bey’s new line can be attributed not only to Beyonce, but to the team that she hired to run the brand. Media take Out looked into the brand, and we were surprised at just how diverse the team is.
The team is led by a very capable woman, Grace Ray. Grace ran Living Proof hair products and Milani cosmetics, before joining Cecred.
But a quick look at the team shows that out of 26 senior team members, 7 are properly classified as Black or African American. By contrast, 8 are Asian and 11 are White. Of course Beyonce is the owner/chairperson, and her mother Tina is the vice-chairperson.
BEVERLY HILLS, CA – FEBRUARY 22: Singer Beyonce attends the 2015 Vanity Fair Oscar Party hosted by Graydon Carter at Wallis Annenberg Center for the Performing Arts on February 22, 2015 in Beverly Hills, California. (Photo by Allen Berezovsky/WireImage)
So the company is one third Black, one third Asian, and one third White.
Here’s a list of the top executives at Beyonce’s company, along with their race.
CEO Grace Ray – (Asian)
Senior VPs Joseph Izar – Senior VP of Finance (Asian) Robyn-Melissa Watkins – Senior VP of Product Development (Black)
VPs Lauren Gunipero – VP of Operations (White) Nichele Guiton – VP of Global Sales (Asian)
Directors Alicia D. – Growth Director (White) Ashley Delinko – Director of Digital & Ecommerce (White) Michelle Nam – Director of Planning and Purchasing (Asian) Ruth Ajay – Director of Brand and Creative Strategy (Black) Dr. Kari Williams – Director of Education (Black)
Senior Managers / Senior Specialists Arin Marshall – Senior Brand Designer (White) Briana D’Andrea – Senior Product Development Manager (White) Moyo Oyelola – Creative Director (Black) Sophie Brahos – Senior Brand Manager (White) Annie Hong – Senior Brand Designer (Asian) Brittney Horchin – Social Media and Influencer Manager (Black)
Assistant Managers / Coordinators Jessica Swanson – Assistant Manager of Customer Experience (White) Kate Blaylock – E-Commerce Coordinator (Asian)
Other Roles Kelly Moody – CRM Manager (White) Jenna Patel – Brand Manager (White) Holly Gregg – Premium-lid Recruiter (White) Rance China – Influencer Marketing Manager (White/Asian) Ashley Ebanks – New Product Development (Black)
Cécred launched on February 20, 2024, with a foundation collection of eight products “inspired by hair rituals from global cultures featur[ing] an array of butters, oils, honey, and fermented rice water to nourish hair that cleanse[s], condition[s], and visibly repair[s].”
Beyoncé stated that she could not find hair technology that works for all hair textures, so she funded the development of a custom bioactive keratin ferment technology for Cécred.
Ethically sourced natural wool protein is made bioavailable and molecular in size, mimicking keratin in human hair to repair and reinforce weak or damaged hair of the user, and to penetrate the cortex of individual hair strands. The ferment is activated by infused honey and probiotic lactobacillus which also act as a humectant.
Cecred is a high priced hair solution, with products ranging from between 30 and 70 dollars.
