In 2016, Beyoncé launched her athleisure brand, Ivy Park, in collaboration with Adidas. Although the partnership ended in 2023 due to creative differences, the brand saw major success in 2021, generating $93 million in sales. However, declining sales led to its discontinuation the following year.
Following Ivy Park’s closure, Beyoncé entered the beauty industry. In 2023, she introduced her perfume line, Cé Noir, followed by her haircare brand, Cécred, in February 2024. She expressed that the brand was born from years of research and was created to address the specific needs of textured hair, prioritizing scientific innovation and product quality.