Beyoncé turned heads in London as she celebrated the upcoming UK launch of her haircare brand Cécred.

The superstar arrived in elegant all-white looks — from a lace-detailed gown to a sharp blazer over a flowing skirt — with her hair styled in voluminous waves and a sleek ponytail. Behind-the-scenes shots showed her glowing under the dryer and getting glam.

Fans are already calling the looks “gag-worthy” as Cécred prepares to hit Space NK stores on September 22.