Beyoncé’s Cécred Under Fire: Accused of Copying New Zealand Skincare Line TWYG

by Grace Somes
Beyoncé's, Cécred and TWYG || Image credit: @beyonce @cecred @twyg

The Packaging Designer of the New Zealand Skin brand TWYG has called out Beyoncé and Cécred Hair Care for Copying their work.

Beyoncé is once again facing theft claims after a few TikTok users claimed the singer imitated the packaging of a smaller skincare brand based in a southwestern Pacific country nearly 10,000 miles away and used the same design for her recently launched Cécred haircare line.

Beyonce is no stranger to claims of plagiarism and has been sued several times. Last year, Beyoncé was called out by Japanese artist Hajime Sorayama, who claimed she plagiarised his unique erotic robot designs for her record-breaking Renaissance tour.

The 76-year-old artist wrote on Instagram on Monday, December 11, that the Grammy-winning singer should have “officially” asked him to collaborate with her, as he did with Canadian artist The Weeknd.

In 2016, Beyonce was accused of stealing a Swiss artist’s work for her fiery Hold Up video clip. Fans began to compare the singer’ssinger’s fiery Hold Up video clip to a 1997 video by Swiss visual artist Pipilotti Rist, in which she can also be seen walking down a street in a flowing dress, laughing madly as she destroys car windows with an oversized flower.

TikTok Billie Samm compared both brands’ bottles and showed how similar they look. She also noted that TWYG had been out for at least a year before Beyoncé’s new line launched last month.

“I don’t understand why celebrities think thank you because a brand they think we don’t know has something they can use; we’re not going to find out. It bothers me that a celebrity like Beyoncé couldn’t think of a different design,” she said.

In addition, the actual designer of the abstract art-influenced bottle objected to Beyoncé’s packaging choice.

Amanda Gaskin, the founder and creative partner of Seachange, the company behind the TWYG skincare line’s unique packaging, addressed the issue on Linkedin. She slammed the 32-time Grammy winner and told her peers she was “disappointed” to see a superstar represent her creation as their own.

“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. 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,” Gaskin began.

She continued, “These lids required intricate engineering to achieve their unique shapes, particularly challenging given our commitment to using recycled plastic—a material known for its difficulty in manipulation. However, the founders of TWYG remained steadfast in their mission to prioritize sustainability by utilizing recycled materials wherever possible.”

Amanda Gaskin then called Beyoncé by name.

“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 said before adding, “We won multiple design awards from some of the most esteemed design schemes globally, and the work we created for TWYG was widely shared and featured on packaging blogs, social media platforms, and within industry circles.

“To say I’m gutted would be an understatement,” she ended.

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