Beyoncé’s hair care brand Cécred is making noise for all the wrong reasons as another company is suggesting that she stole their packaging design.
The drama began when fashion consultant Fiona Glen posted a message on LinkedIn highlighting the curious similarities between Bey’s line and TWYG (pronounced “twig”), a New Zealand-based skincare company.
She wrote: “The first image is the newly launched CÉCRED the haircare brand from Beyoncé. The second image is a New Zealand based skincare brand TWYG, which I shared on a work WhatsApp group back in November. There is a stark similarity, let’s be honest both are aesthetically pleasing, impactful but horrifically over packaged.
“There’s a good chance that the packaging similarity is a coincidence however it’s proof that it’s harder than ever to launch a truly different product and IP is increasingly difficult to defend.”
The designer behind the TWYG packaging, Amanda Gaskin, responded in the comments section to make a more direct accusation about Cécred.
“As the designer behind TWYG skincare’s brand and packaging, launched in June 2023, I couldn’t help but feel a pang of deep disappointment upon discovering Beyoncé’s recent hair care packaging,” Gaskin wrote.
“Over the span of 18 months, my team poured countless hours into TWYG, with a significant portion of that time dedicated to crafting the custom-formed lids.”
“It’s hard to believe that Beyoncé’s brand and packaging team hadn’t stumbled across our work, especially considering the recognition TWYG received last year,” she continued before noting that TWYG’s packaging had won multiple awards.
“To say I’m gutted would be an understatement but thank you for acknowledging the similarity and validating my feelings on this.”
After the allegations gained attention online, social media users were split on whether Beyoncé and her team are guilty of design theft.
In a spirited debate on The Neighborhood Talk‘s Instagram page, Bey fans noted that Cécred has been in the works for several years.
“If you look on the Renaissance film. She has bottles of Cecred in there. The tour was way before these products came out. Next,” one person said.
Another wrote: “Beyoncé bottles were in her movies which came out BEFORE this company released! Cécred was in the making 6 years!”
Others, however, felt the similarities in the packaging was not a coincidence: “Oh baby this is an EXACT replication [crying face emoji].”
Someone else said: “Beyonce steals from everybody, we are not shocked. Her fans just never hold her accountable.”
Beyoncé herself has yet to address the claims.
Last month, the former Destiny’s Child star shared a trailer for her new hair care line, which launched on February 20.
The Houston native first hinted at the company in an Instagram post last year, though she didn’t specify what exactly she was working on.
“How many of ya’ll knew my first job was sweeping hair in my mama’s salon?” she wrote in a digital note. “Destiny’s Child got our start by performing for clients while they were getting their hair done.”
“I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls,” she added. “I watched her heal and be of service to so many women. Having learned so much on my hair journey, I’ve always dreamed of carrying on her legacy. I can’t wait for you to experience what I’ve been creating.”