Following a record-breaking retail debut with Ulta Beauty, transformational haircare brand Cécred is taking its momentum on the road with the launch of the Cécred Roadshow—a nationwide mobile pop-up tour that brings immersive, community-driven experiences directly to consumers. Timed to coincide with every U.S. stop of the highly anticipated Cowboy Carter Tour, the tour further solidifies Cécred’s role as the Official Beauty Brand of the tour and a leader in inclusive, luxury haircare.

The Cécred Roadshow will make appearances at stadium locations across the country, as well as select premier Ulta Beauty retail stores. Kicking off in Houston with a stop at NRG Stadium—home to Beyoncé’s hometown Cowboy Carter performances—the pop-up experience will also make an exclusive Ulta Beauty appearance on May 27, with location details to be revealed the morning of the event.

The tour offers a dynamic brand experience designed to educate and engage visitors through immersive, hands-on activations:

• Step Into the World of Cécred: Inside the brand’s chrome-wrapped trailer, visitors will be guided through a sensory walk-through that showcases Cécred’s innovative approach to haircare. Featuring interactive displays and expert guidance, guests will learn about the brand’s science-backed formulations. Select Ulta Beauty locations will also offer the experience, along with exclusive free gifts for Cécred purchases.
• Stage-Worthy Snapshot: Fans can capture iconic moments with the Cécred Fan Cam, posing alongside oversized product installations or recreating signature Beyoncé tour vibes.
• Exclusive Swag and Samples: Limited-edition Cécred merchandise and product samples will be available at both tour and Ulta Beauty pop-up stops, offering attendees exclusive access to coveted items.

This marks Cécred’s first-ever multi-city pop-up initiative, building on the brand’s successful debut IRL event—the Restoring Hair & Edge Drops Newsstand in New York City, which drew thousands of visitors last fall.

The Cécred Roadshow aims to celebrate and inspire all hair types and textures while meeting the community where they are, reinforcing the brand’s commitment to accessible, real-world engagement.

For full details and updates on tour stops, visit cecred.com.