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The prestige haircare brand will pop up at Cowboy Carter stadium locations across the country.
April 25, 2025
By: Lianna Albrizio
Associate Editor
Beyoncé’s wild locks were always a show on their own.
Now, the legendary songstress and Grammy Winner of the 2025 Best New Album in the country category is taking her haircare brand Cécred – the official beauty brand of the Cowboy Carter Tour – on the road with a nationwide Roadshow pop-up tour.
The Cécred Roadshow Pop-Up Tour will roll out in seven cities over the coming months, formally kicking off in Inglewood at the SoFi Stadium on April 28, with stops at all US Cowboy Carter Tour stadium locations every night, including Chicago, NYC/New Jersey, Houston, Washington DC, Atlanta and Las Vegas.
The mobile popup will also visit select Ulta Beauty locations, in Los Angeles (May), Chicago (May), Houston (June), and Atlanta (July) while in town for the tour.
Following a successful retail debut with Ulta Beauty earlier this month, Cécred is continuing to bring joy to customers across the country at every US stadium location of the Cowboy Carter Tour.The Cécred Roadshow, a nationwide mobile pop-up tour, will offer community-driven experiences designed to educate, delight and inspire hair lovers across the country at every night of the US Cowboy Carter Tour.
The brand’s first pop-up last fall took place in NYC. Its Restoring Hair & Edge Drops Newsstand drew thousands of fans to SoHo. Stopping at US Cowboy Carter Tour stadiums, the Cécred Roadshow is poised to celebrate and inspire all hair types and textures through interactive elements that bring the brand to life and serves as a key in-person consumer touchpoint, the brand said.
Cécred’s custom trailers combine interactive displays, product immersion, and a Cécred salon stage, wrapped in the brand’s signature chrome aesthetic.
The Cécred Roadshow will feature the following highlights:
A chrome-wrapped trailer offers a sensory walk-through with dynamic visuals, interactive displays and expert guidance.
Guests can commemorate the experience with the Cécred Fan Cam to create a signature Beyoncé hair fan moment or pose with Cécred’s larger-than-life bottles.
Exclusive, limited-edition swag and samples will be available.
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