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SheaMoisture hosting Pop-up as lead in to Toronto Caribbean Carnival

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TORONTO — From Tuesday, July 30 to Friday, August 2, award-winning personal care brand, SheaMoisture, will hold a pop-up activation celebrating beauty and culture, inspiring guests to “Be Your Beautiful!”

Located in Downtown Toronto at 128 Peter Street and leading up to North America’s largest Caribbean cultural festival, Toronto Caribbean Carnival, the SheaMoisture Pop-up will become a destination to celebrate the global Black community with an impressive and empowering line up of speakers, artists and community leaders. Complimentary hairstyling services with SheaMoisture’s iconic haircare will be provided by Toronto’s top salons.

The SheaMoisture Pop-up will feature a keynote by Tracy Moore, host of Cityline who will talk about the successes and struggles in being a Black woman in media, and Sister Talk Leadership Academy‘s Karlyn Percil will conduct a workshop titled, “HAIRstory” discussing the aesthetic, emotional and cultural layers associated with natural hair. The Pop-up will feature musical performances by JUNO nominated recording artists Jully Black and Ammoye, and indie-pop singer Domanique Grant, as well as featured beats by Toronto’s top celebrity deejays. The Pop-up will also host informative panel discussions, artwork showcases by Benny Bing and Alexis Eke, and a natural hair masterclass and Q & A session with cosmetic chemist, Sister Scientist.

“It’s exciting for us to debut the SheaMoisture Pop-up in Canada and partner with influential women and organizations, who are leading conversations about beauty, culture and identity through stories and learnings,” says Kimberly Paige, chief operating and brand officer of Sundial Brands, manufacturer of SheaMoisture. “SheaMoisture has always been committed to serving the underserved in beauty by honouring every woman with products that address her individual needs and empower her to celebrate her unique journey. Our foundation is built from Sofi Tucker, our founder & CEO Richelieu Dennis’ grandmother, who sold nuts in the village market in Bonthe, Sierra Leone to support her family. SheaMoisture is her legacy.”

The SheaMoisture Pop-up has partnered exclusively with Lyft to provide a seamless transportation solution to festival goers. Lyft is pleased to offer attendees a $10 ride discount using the code SHEAPOPUP. 

“Lyft is proud to help Torontonians explore community and cultural events in the city, including the Toronto Caribbean Carnival,” says Aaron Zifkin, Managing Director of Lyft Canada. “We’re honored to partner with SheaMoisture to help GTA community members visit SheaMoisture’s first-ever pop-up in Toronto and enjoy the celebration,” concludes Zifkin.


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