After striking a retail deal with Ulta Beauty, Beyoncé’s Cécred is going on tour. The brand will travel across the country at every U.S. stadium location of Beyoncé’s Cowboy Carter Stadium Tour.

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 U.S. Cowboy Carter Tour.

Cécred’s custom trailers combine interactive displays, product immersion, and a striking Cécred salon stage, wrapped in the brand’s signature chrome aesthetic.

The mobile pop-up will also visit select Ulta Beauty locations, in Los Angeles (May), Chicago (May), Houston (June), and Atlanta (July). Guests can immerse themselves in the trailer and redeem exclusive free gifts with Cécred purchases made in-store.

Cécred Roadshow is traveling in a chrome-wrapped trailer offering a sensory walk-through experience that brings the brand’s vision to life. With dynamic visuals, interactive displays, and expert guidance, visitors will have the opportunity to experience Cécred like never before.

Guests can commemorate the experience with the iconic Cécred Fan Cam. Create a signature Beyoncé hair fan moment or pose with Cécred’s larger-than-life bottles. 

This marks Cécred’s first multi-city pop-up tour and is a continuation of the commitment to “in real life” experiences. 

Stopping at U.S. 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’s first pop-up last fall took place in NYC to celebrate the Restoring Hair & Edge Drops.

Photo: Cecred/ Instagram