Beyoncé has joked that even people who cannot stand her music use Cécred products. In an interview preview published on October 26, she discussed founding the haircare business, her mother Tina Knowles' involvement and her ambition for the company to be recognized beyond her celebrity. The conversation accompanies her return to i-D twenty years after her previous appearance in the magazine in 2006.
Beyoncé returned to i-D on October 26 with a lighthearted comment about the audience for Cécred, the haircare company she launched in 2024. She said even people who dislike her music use its products. The remark appeared in an excerpt accompanying a special print edition, rather than in an independent study of the company's customers or their listening habits.
The comment came in response to a question about the most rewarding aspect of building the business. She first discussed the community that had developed around Cécred, then explained how she wanted people to regard the work. Her joke was that people who could not stand her music still bought the products because, in her view, they worked.
That claim reflects the founder's own assessment and humor. It is not evidence establishing how a particular group of consumers behaves or an independent test of product performance. The point she wanted to make was about reaching people whose interest in the company might have little connection to whether they enjoyed her records or followed her career.
Beyoncé emphasized her position within the business, describing herself as its founder, the person setting its vision and its sole investor. She said she did not want to be regarded simply as the face or model for a product range. Her account presents the company as a venture she helped create and fund, rather than a promotional partnership carrying her name.
She also discussed the expectations attached to a company founded by a highly recognizable performer. In the excerpt, she described an effort to change public perceptions of the project without detailing particular commercial obstacles or internal decisions. Her stated aim was to address needs she saw in haircare, with the business judged on its purpose as well as its famous founder.
Tina Knowles occupies an important place in that account. She is presented as the company's vice chair, while her daughter is chair. Their shared interest in haircare predates the brand's commercial launch. Beyoncé referred to years of family experience, tradition and personal care that the two women wanted to bring into the venture together.
That history includes Knowles' professional background in hairdressing before her daughter's international success. Working with different clients gave her direct experience of their needs. For the singer, the business therefore connects with a familiar part of family life rather than an unrelated industry chosen solely as an extension of her public profile into another commercial market.
Cécred launched in February 2024, accompanied by the founder's personal account of why haircare mattered to her. Her fame is inevitably part of the attention surrounding the brand. In this interview, however, the subject is the enterprise and the work behind it. She did not use the published excerpt to announce a new recording project or other music release.
Beyoncé described satisfaction at seeing the community around the business grow across different backgrounds, hair types, age groups and genders. The excerpt did not provide customer statistics to quantify those groups. Her comments expressed the audience she hopes to reach and her experience of its response, with a personal tone rather than a financial presentation of the company's performance.
The new interview accompanies her return to an i-D cover after twenty years. Her earlier appearance was associated with B'Day, the album released in 2006. This time the emphasis shifts from recording to the haircare business. The interval provides context for the cover, but the new feature is not an announcement of an anniversary music release or album reissue.
The special edition takes the form of a zine with large-format photographs and a conversation featuring both the singer and Knowles. Eni Subair conducted the interview, and Blair Caldwell photographed the feature. The published credits also identify Shiona Turini for styling, Neal Farinah for hair and Francesca Tolot for makeup, placing the presentation within the magazine's wider fashion and visual work.
The edition is connected with Cécred's expansion into the United Kingdom after its initial American launch. Beyoncé and her mother discuss their shared experience against that international backdrop. The publicly available excerpt remains limited, however, so it does not support additional claims about sales targets, detailed expansion plans or expectations beyond what the women have actually said in the published material.
The distinction between that preview and the complete print interview is important. The widely discussed remark about music can be placed within the question that prompted it, but the excerpt should not be treated as though the entire conversation has already been made public. Other subjects cannot safely be attributed to the participants simply because the full feature may cover more ground.
Through the joke, Beyoncé returned to her stated priority: a company whose identity extends beyond its founder's popularity. Her account gives Knowles' experience and her own investment central roles in that story. It explains how she wants the enterprise to be understood, while leaving questions about customer behavior and product performance separate from the personal perspective expressed in the interview.
