Beyoncé Knowles-Carter has made her hair care line Cécred the official beauty brand of her Cowboy Carter Tour.
On Tuesday, the brand announced the Cécred Roadshow, a nationwide mobile pop-up tour that will follow Knowles-Carter across the country during her upcoming tour. This will be Cécred’s first multi-city pop-up tour, following the brand’s first pop-up store in New York City in September.
The pop-up series will feature Cécred’s chrome-wrapped trailers and a Cécred salon stage. The trailer will offer a sensory walk-through experience with interactive displays and expert guidance. Fans of the singer will also be able to experience the Cécred Fan Cam, inspired by Knowles-Carter’s signature hair fan stage move. Limited-edition swag and samples will also be available.
Cécred Roadshow
Cécred
The Cécred Roadshow will debut on April 28 along with Knowles’ Cowboy Carter Tour at the SoFi Stadium in Inglewood, Calif. The series will travel to all seven cities included in the first leg of the tour, including Chicago, New Jersey, Houston, Washington D.C., Atlanta and Las Vegas.
Throughout the tour, Cécred’s mobile pop-up will also visit select Ulta Beauty locations in Los Angeles (May), Chicago (May), Houston (June) and Atlanta (July).
Cécred was founded in 2024. The hair care line announced Ulta Beauty as its first retail partner in February. “In the past year, we’ve helped so many make a deeper connection with their hair, building a community that redefines what a typical hair care brand looks like. Our historic partnership with Ulta Beauty represents a meaningful milestone in our journey of getting Cécred in the aisles and salons nationwide for everyone to experience,” Knowles-Carter told WWD.
The full list of the Cécred Roadshow is available at cecred.com.
