Beyoncé launches her own shampoo brand. “I can't wait for you to try what I've been creating,” she wrote on the social network.

The luxury hair products business has become a very lucrative market niche with brands like Olaplex or Oribe doubling their sales year after year. Before Beyoncé, artists like Tracee Ellis Ross, daughter of Dina Ross, or actress Tarahi P. Henson launched hair brands, Pattern Beauty and THP, which, according to Business of Fashion, have become profitable.