Beyoncé is saddling up her hair-care brand, Cécred, to join her on U.S. tour stops for her eighth studio album, Cowboy Carter.
The "Cécred Roadshow Pop-Up Tour" will roll out to seven cities in trailers tricked out in the brand's chrome aesthetic. Fans can expect interactive experiences, swag, and samples of the multi-Grammy winner's texture-centric product line.
Cécred Roadshow features include:
- Step Into the World of Cécred: A sensory walk-through brand experience with dynamic visuals, interactive displays and expert guidance.
- Stage-Worthy Snapshot: At the Cécred Fan Cam, guests can create a Beyoncé hair fan moment or pose with Cécred's larger-than-life bottles.
- Goodies: Visitors get the chance to snag exclusive, limited-edition Cécred swag and samples.
The Roadshow will debut in Inglewood, CA at the SoFi Stadium on April 28, with stops at all U.S. Cowboy Carter Tour stadium locations: Chicago, NYC/ New Jersey, Houston, Washington D.C., Atlanta, and Las Vegas.
As part of the brand's recent partnership with Ulta Beauty, the Roadshow will stop at select store locations in Los Angeles and Chicago in May, and Houston and Atlanta in June, while in town for the tour. Guests can redeem exclusive free gifts with Cécred purchases made in-store.
Cécred's first-ever pop-up happened in New York City in late 2024, bringing crowds of people lining up in SoHo to visit the "Restoring Hair & Edge Drops Newsstand" for product samples, gifts, and treats.