SheaMoisture is once again hosting its popular four-day pop-up experience celebrating the beauty and influence of Canada’s Black and Afro-Caribbean community ahead of Toronto’s Caribbean Carnival


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Toronto, Ontario–(Newsfile Corp. – July 21, 2022) – After a two-year hiatus due to the global pandemic, award-winning personal care brand SheaMoisture is preparing to reintroduce the second edition of its pop-up activation SheaMoisture “Be Your Beauty” Pop-Up; celebrating the beauty, culture, talent and influence of Canada’s accomplished and inspiring Black community. The SheaMoisture “Be Your Beauty” Pop-Up will run from Friday July 29 to Monday August 1, 2022, leading to the largest Caribbean cultural festival in North America, Toronto Caribbean Carnival with 100% free entry and experiences for the whole family.

SheaMoisture “Be Your Beauty” Pop-Up

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SheaMoisture “Be Your Beauty” Pop-Upwill take over the Stackt Market in downtown Toronto where it will become a premier destination for celebrating Canada’s diverse and talented Black and Afro-Caribbean community. The four-day experience will feature community talent including musicians, artists, community leaders and philanthropists, media personalities, speakers and influencers, as well as local community vendors and entrepreneurs. Complimentary styling services will also be available throughout the four days using SheaMoisture’s renowned and iconic hair care formulas and innovations. Hairdressing services will be provided by Black owned and operated salon and barber businesses, namely:Jou Jou Hair Studio,The Curl Lounge,crown and glorynatural hair studio,Hair by Glenna,Fademaster hair salonandThe big house barber studios.

honoring theSheaMoisture “Be Your Beauty” Pop-Upwill also be the official winners of the 2022 competitionSheaMoisture Dream Fund:Carnival Spice, Alize Publishing, Halifax Charcuterie, Mane Experience and Koily Kurls.The dream fundis the second edition of SheaMoisture’s grant program which provided financial support to the Black Canadian community which has been disproportionately impacted globally.The dream fundaimed to provide financial grants to Black-owned businesses that have demonstrated how their services and offerings support their community; how they have positively adapted their business models lately and how the funds will support their staff and elevate their future business goals.

“SheaMoisture was built on the fundamental belief that commerce is the pathway to social and economic empowerment. Every purchase from SheaMoisture helps us invest in programs that support the Black community everywhere. Here in Canada, we have focused our efforts on supporting black people We are thrilled to have the opportunity to share the inspiring stories of our Dream Fund winners and celebrate the talent, resilience and success of Canada’s black community,” says the director. Unilever marketing, Dennis Chua.

TheSheaMoisture “Be Your Beauty” Pop-Upwill feature musical performances by a 6-time Juno nominated reggae singerAmmoye EvansDJ setsIts LuxelifeCo-ownerDJ Lisa Monet,DJ Killa KelsandIts LuxelifeTalentDJ Fly Lady Dia motivational speech byJam Gambleart showcases from local black artists, exclusive on-site interviews with Toronto-based talentNot with the hype: the podcasta reggae fitness class byClub EnHERgieand an exclusive Shea Boutique where consumers can purchase their favorite SheaMoisture items during a flash sale and gain access to exclusive products and launches not yet launched in Canada.

For more information on theSheaMoisture “Be Your Beauty” Pop-Upand program details, please visit:

About SheaMoisture:

SheaMoisture, committed to serving those who have been beauty underserved, is Sofi Tucker’s lasting and beautiful legacy. A widow and mother of five at age 19, Grandmother Sofi supported her family by selling handmade shea butter soaps and other creations in the village market in Sierra Leone. Sofi became known as a healer who shared the power of shea and African black soap with families across the countryside. She passed her recipes on to her grandson Richelieu Dennis, who founded SheaMoisture and incorporated her wisdom into the brand’s hair and skincare innovations. SheaMoisture products continue to be made in a culturally authentic way to preserve their efficacy, benefits and rich history. The collections are formulated with natural ingredients and the shea butter is ethically sourced from 15 women’s cooperatives in northern Ghana under parent company Sundial Brands’ purpose-driven community commerce business model. Sundial and SheaMoisture were built on the fundamental belief that only trade can bring true economic independence to communities and empower women to break cycles of poverty. The company reinvests directly in the communities it serves by creating economic opportunities for women and other minority entrepreneurs in its ecosystem.

For further information, event details and interview/media requests, please contact:

Daniel Pillai, Vice President, Langton PR Inc. [email protected]

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