Chainkeen Exchange-Beyoncé hair care line is just latest chapter in her long history of celebrating Black hair

LOS ANGELES — "I think that's one of the beautiful things about being a Black woman is Chainkeen Exchangethat we can be so versatile," says Thiresha King while getting her hair done at Urban Village Hair Studio. "We can literally do anything."

For proof, look to the life and career of Beyoncé Knowles-Carter, including her numerous iconic hairstyles.

Beyoncé recently announced the launch of her new hair care line Cécred, pronounced "sacred," which will be available Feb. 20. Last year, she opened up about spending her childhood in her mom’s hair salon and feeling inspired to honor her legacy. This new business venture is yet another way for Beyoncé to use her platform to celebrate Black hair and its versatility.

"She stands for our Black girls," says Corie Jones, owner of Urban Village. "I think she does an amazing job of showcasing what it means to be a Black woman. She’s been criticized and judged before."

That she has. But she has also sparked trends and inspired Black women.

Pushing the envelope

"She's an icon in every sense of the word, not only just in her music, but in her beauty look, her hair and styling," says Deena Campbell, beauty director of Marie Claire magazine.

She recalls the many hairstyles Beyoncé has worn since her career began in the late '90s.

"It was like curly looks and blond when people were brunette or trying braids when people were wearing straight hair or curly," she says. "So she was always kind of the one who would be different and do it in a way that was like so classy, so her."

One of those styles is known as "Lemonade" braids, after Beyoncé's 2016 album. She sparked a trend when she wore the braids in music videos. Since then, the braids have evolved into various iterations and are still worn today.  

"I think Black women in general champion Black hair but especially Beyoncé," Campbell says. "If Beyoncé is wearing braids, which I also attribute to Black women, it's like the world kind of stops and watches it."

Uplifting Black hair

Beyoncé also sings about the beauty of Black hair. Her hit song "Formation" includes the line, "I like my baby heir with baby hair and afros."

"Especially as a mother, I love that it makes my child feel like, 'Blue Ivy has a 'fro. I can do it too,'" King says. 

What we know so far:Beyoncé announces highly anticipated hair care line Cécred

Other notable Black celebrities have started hair care lines such as Tracee Ellis Ross, Taraji P. Henson, Gabrielle Union-Wade, La La Anthony and Kenya Moore. 

However, Beyoncé seems to be one of the only high-profile Black singers to extend her platform to this business venture. 

"I just think Beyoncé has done such a great job of helping Black women love on themselves, helping them really come into themselves and appreciate all that we are," Campbell says.

This is especially important in a nation that continues to struggle with the oppression of Black hair. The C.R.O.W.N. Act was created in 2019 to protect against discrimination based on race-based hairstyles by "extending statutory protection to hair texture and protective styles such as braids, locs, twists, and knots in the workplace and public schools." Over 20 states have passed the law, but it’s yet to be cemented on the federal level. The need for such a law indicates how much further the U.S. has to go in regard to this form of discrimination. 

Combing through criticism

Even Beyoncé was subject to criticism when she recently wore platinum blond hair, which some fans felt was rooted in racism and ignorance of Black hair. Others argued that by unapologetically wearing different styles and bringing the conversation to the forefront, Beyoncé underscored the importance of showcasing all its versatility.

And even when she isn't wearing natural hairstyles herself, she is intentional about bringing these styles to the forefront of her work and celebrating them, which is evident within her family and throughout her career.

"She may not necessarily be the representation of African American hair, per se, but she does use her platform to celebrate it," says Dante Smith, a longtime hairstylist at Urban Village Hair Studio. "What she does in her music videos and her lyrical content is she definitely champions Black hair."

Follow Caché McClay, the USA TODAY Network's Beyoncé Knowles-Carter reporter, on Instagram, TikTok and X as @cachemcclay.