Fans attending SZA’s NOT BEAUTY pop-up event at the American Dream Mall in East Rutherford, New Jersey, were in for an unexpected treat when Grammy-winning artist Kendrick Lamar appeared on Friday, May 9, 2025. The two-day event, held on May 8-9, marked the launch of SZA’s first beauty brand, NOT BEAUTY, and drew significant attention as the singer brought her new venture to her hometown area.
Kendrick’s unanticipated visit amplified the excitement, with videos and photos of the moment quickly flooding social media platforms.
SZA, whose real name is Solána Imani Rowe, introduced NOT BEAUTY as a reflection of her philosophy. The brand features a trio of lip gloss shades, which SZA has been wearing for months, including during her high-profile performance at the Super Bowl halftime show. In an interview with Vogue, she explained the brand’s name:
“[It] was representative of a reminder of: 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. My whole life is about being pressure-free but still trying your best, and that’s what Not is about.”
SZA emphasized her authentic approach, noting,
“I’m not a beauty maven, but I know lips,”
Highlighting her focus on quality ingredients and products tailored to her own needs.
The pop-up event was held at the American Dream Mall’s Level 1 Event Plaza daily from 1 to 8 PM. SZA announced it via Instagram with an enthusiastic post:
“JERSEY and NEW YORK WE DOING IT MAJORRR. MEET ME AT AMERICAN DREAM MALL TOMORROW AND FRIDAY!! So excited to see you at our first mall pop up!!”
The free, open-to-the-public event allowed fans without tickets to the Grand National Tour—where SZA is currently performing alongside Kendrick Lamar—to engage with the brand. The location held special significance as East Rutherford is near SZA’s hometown, making it a homecoming celebration.
The highlight came on the second day when Kendrick Lamar surprised the crowd. Videos captured him addressing attendees, saying,
“How y’all feeling? Y’all feeling good? I wasn’t expecting all this. This a whole another show. We got the show.”
Social media erupted excitedly, with posts like Pop Base’s update on X at 12:23 AM on May 10 and clips of SZA singing her hit “Kill Bill” alongside enthusiastic fans. The fan response was overwhelmingly positive, with platforms buzzing with reactions and shared moments from the event.
Kendrick’s appearance tied into the duo’s ongoing Grand National Tour, which kicked off on April 19, 2025, and includes stops in major cities like Chicago, Las Vegas, and Philadelphia. The NOT BEAUTY products are exclusive to tour attendees, making the pop-up a rare chance for non-concertgoers to experience the brand. The event’s timing aligned with the tour schedule, showcasing SZA’s ability to seamlessly blend her music and beauty endeavors.
