Grammy-winning R&B sensation SZA officially entered the beauty industry with the debut of her new brand, Not Beauty, and she did it in the most SZA way possible—authentic, heartfelt, and unexpected. The singer-songwriter celebrated the launch with a two-day surprise pop-up event held on May 8 and 9 at American Dream Mall in her hometown of East Rutherford, New Jersey. The event attracted hundreds of excited fans, eager to meet their idol and get a first look at her new lip gloss trio that had already become something of a signature in her recent public appearances.
But fans weren’t the only ones showing up to support the hitmaker—rapper Kendrick Lamar made a surprise appearance, setting social media ablaze with clips of the two artists embracing and interacting with fans.
SZA Invites Fans to Her First-Ever Beauty Event
Before the pop-up, SZA (real name Solána Rowe) took to Instagram to rally her East Coast supporters with a heartfelt message.
“JERSEY and NEW YORK WE DOING IT MAJORRR. MEET ME AT AMERICAN DREAM MALL TOMORROW AND FRIDAY!! (there’s a pathway that connects to the stadium). So excited to see you at our first mall pop up!!” she wrote, hyping up the pop-up event for her beauty brand’s debut.
The buzz was immediate. Lines formed early, and fans came from as far as Philadelphia and Boston just to catch a glimpse of the singer and snag exclusive Not Beauty products—especially since the products are currently only available to attendees of the Grand National Tour, SZA’s joint tour with Kendrick Lamar.
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Kendrick Lamar’s Surprise Visit Sends Fans Into Frenzy
In one of the weekend’s most talked-about moments, Kendrick Lamar—one of SZA’s closest collaborators and friends—made a surprise visit to the pop-up. Fans were left stunned as the Pulitzer Prize-winning rapper casually appeared at the event, embracing SZA and checking out her beauty line.
The moment was captured in multiple fan videos, many of which quickly went viral across X (formerly Twitter), TikTok, and Instagram.
“Kendrick pulling up to support SZA’s beauty brand?? That’s real love and real respect,” one fan tweeted.
Their long-standing friendship has yielded chart-topping collaborations like “All the Stars” from the Black Panther soundtrack and “Doves in the Wind” from SZA’s debut album Ctrl. Now, their synergy continues with The Grand National Tour, which began on April 19 and will span major cities including Chicago, Las Vegas, Houston, Philadelphia, and San Francisco.
Inside Not Beauty: A New Vision in Celebrity Cosmetics
While many celebrities have launched beauty brands, SZA’s approach to Not Beauty sets her apart. In a recent interview with Vogue, the singer explained that the concept of Not Beauty is rooted in authenticity and purpose—not just profit.
“I’m not a beauty maven, but I know lips,” she said. “I know what I like, and I’m diligent about finding the best quality ingredients. I wanted to fill a need with something that works for me and that I use daily.”
The brand’s first release includes a trio of high-shine lip glosses in universally flattering tones that SZA has personally been wearing in public over the past few months—including during her performance at the Super Bowl halftime show.
The shades have been subtly teased in her photoshoots and live appearances, making fans even more eager to get their hands on the products now that they’re finally available.
A Name With a Message: Why “Not” Beauty?
The name Not Beauty may sound counterintuitive for a cosmetic brand, but it perfectly captures SZA’s ethos of doing things on her own terms. The brand, she explained, is a rebellion against the pressure-filled, image-driven side of the beauty industry.
“The name was representative of a reminder: Don’t try to be these other brands. Don’t try to be anything. Don’t just make a random celebrity brand just because you can,” SZA shared. “My whole life is about being pressure-free but still trying your best—and that’s what Not is about.”
The singer emphasized that Not Beauty is about self-acceptance and embracing natural beauty, rather than conforming to unattainable standards. The messaging resonates with her fanbase, who have always appreciated SZA’s vulnerability and realness, whether in her music or on social media.
Exclusive Access: Only on Tour—for Now
For now, the Not Beauty lip glosses are exclusively available to fans attending the Grand National Tour, making them limited-edition collector’s items in addition to functional cosmetics. The marketing strategy adds to the brand’s allure—tying beauty directly into SZA’s musical journey.
Fans can expect immersive beauty experiences at future tour stops, with themed pop-ups and opportunities to meet the singer in select cities. A nationwide or global product launch may be in the works, but for now, SZA is keeping things intimate and special.
Fan Reactions: A Pop-Up That Felt Personal
Attendees of the American Dream Mall event described the experience as surreal and inspiring.
“She was so genuine. You could tell she really cared about this project,” one fan said. “And then Kendrick just casually shows up? It was one of the best days of my life.”
The pop-up featured photo booths, live demos, and limited-edition merch. SZA took time to meet fans, sign glosses, and take pictures—many of which flooded social media throughout the weekend, helping the brand trend across multiple platforms.
What’s Next for SZA and Not Beauty?
SZA’s foray into the beauty space is a natural extension of her creative universe. Known for her ethereal voice, poetic lyrics, and trendsetting fashion, she’s always been ahead of the curve—and Not Beauty feels like the next logical step in her artistic evolution.
As the Grand National Tour continues to pack stadiums across the country, fans can expect even more interactive beauty experiences—and perhaps, a wider product range from Not Beauty in the near future. Rumors are already swirling about a potential skincare line or fragrance collection.
Final Thoughts
SZA’s Not Beauty launch pop-up wasn’t just a promotional event—it was a cultural moment that perfectly fused music, style, authenticity, and celebrity collaboration. With Kendrick Lamar by her side and a dedicated fan base rallying behind her, the singer has laid the foundation for what may become one of the most thoughtful and relatable celebrity beauty brands of the decade.
Whether you’re there for the gloss or just vibing with the message, Not Beauty is already proving that it’s more than just makeup—it’s a movement.
