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.