Beyoncé is well aware that her haircare brand Cécred is a hit, even with those who “can’t stand” her music.

In a newly released excerpt from a longer interview with Eni Subair for i-D , the full version of which is being published as a zine, the 35-time Grammy winner said it’s been “so fulfilling” to see the brand’s growth since its initial launch in 2024.

“In the beginning, it took some conditioning from the world’s perception of how to launch a brand founded by someone like me,” the Cowboy Carter artist added . “I’m the founder, visionary, and sole investor—not the face or model for this brand. I had a vision to build something that solved real problems and performed so incredibly that the people who can’t stand my music still use Cécred, haaaa! … because it works.”

For those somehow unfamiliar, Cécred was first introduced to the world back in February 2024 with the launch of the inaugural Foundation Collection.…