SZA’s Not Beauty pop-up shop takes over American Dream Mall

SZA’s Not Beauty Pop-Up Transforms American Dream Mall

In April 2025, SZA’s influence as a music and cultural icon reached new heights when her Not Beauty makeup brand pop-up shop packed the American Dream Mall in East Rutherford, New Jersey. The Grammy-winning artist, born in Maplewood, NJ, drew thousands to her hometown event, showcasing her cruelty-free lip glosses during the Grand National Tour with Kendrick Lamar. Whether you’re a fan of SZA’s music, exploring her beauty venture, or planning a mall visit, this article covers the entire moment.

SZA Incredible Musical Imprint

Solána Imani Rowe, born November 8, 1989, known as SZA, is a defining voice in contemporary R&B. Her self-released EPs See.SZA.Run (2012) and S (2013) led to a Top Dawg Entertainment deal. Her debut album Ctrl (2017) earned four Grammy nominations, charting for over 400 weeks on the Billboard 200, per Billboard. SOS (2022) spent 13 weeks at number one, spawning hits like “Kill Bill” and “Snooze.” Its deluxe edition, Lana (2024), included “Saturn,” a 2025 Grammy winner. SZA’s five Grammys, collaborations with Kendrick Lamar, and 2024 Hal David Starlight Award cement her legacy, per Rolling Stone.

For fans, SZA’s music career underscores her authenticity, mirrored in her Not Beauty venture, resonating with her Maplewood roots.

SZA Not Beauty Pop-Up American Dream Mall

On May 8–9, 2025, SZA’s Not Beauty pop-up shop at the American Dream Mall during her Grand National Tour stop at MetLife Stadium drew massive crowds. SZA shared a video on X, captioned, “CANT BELIEVE MY HOMETOWN SHOWED UP LIKE THIS,” showing fans filling the mall’s atriums, per. The pop-up, open to all regardless of ticket status from 1–4 p.m. and ticket holders from 5–8 p.m., sold three vegan lip glosses—In The Flesh, Strawberry Jelly, and Quartz—for $23 each. Fans praised the non-sticky, hydrating formula, inspired by SZA’s signature lip combos.

The SZA Not Beauty pop-up at American Dream Mall highlights her ability to connect with fans through authentic, inclusive beauty products.

Not Beauty Brand Goes on Tour

Launched in April 2025, Not Beauty debuted with three lip glosses during the Grand National Tour, per Billboard. SZA emphasized, “Not Beauty isn’t about entering the beauty market; it’s about filling a need,” citing the need for long-lasting, moisturizing products, per Allure. The cruelty-free, vegan glosses, packaged in wood-textured, nature-inspired designs, reflect her environmental ethos. Future products include lip stains, liners, and creams. Which fans are eager to get their hands on. Available only at tour pop-ups, the brand’s exclusivity drove demand, with fans queuing hours before openings, per posts on X.

For beauty enthusiasts, the Not Beauty brand launch offers a fresh, purpose-driven approach, tailored to real-world needs.

American Dream Mall NJ

Opened in stages from 2019, the American Dream Mall in East Rutherford, NJ, is the second-largest mall in the U.S., hosting 450+ stores. Attractions like Nickelodeon Universe, DreamWorks Water Park, and Big Snow ski slope draw in millions of people. Despite Bergen County’s Blue Laws closing most retail on Sundays, the mall operates fully, sparking debate among local citizens. Its six grand atriums, including a garden with aviaries, hosted SZA’s pop-up, amplifying its event appeal, per AmericanDream.com.

For visitors, the American Dream Mall NJ is a dynamic backdrop for events like SZA’s, blending shopping and entertainment.

SZA’s Hometown Influence

Born in Maplewood, NJ, SZA’s connection to her roots shone at the American Dream Mall pop-up. Her X post celebrated the “insane love” from her community, with fans from Newark, Montclair, and beyond attending, per. Local pride fueled the turnout, with Maplewood’s mayor praising SZA’s impact. Her music, rooted in personal storytelling, resonates locally, and Not Beauty’s inclusive ethos mirrors her commitment to authenticity, per Vibe. The event is sure to boost local businesses. Especially, with SZA posting the location on her social media.

For New Jerseyans, SZA’s hometown influence underscores her role as a cultural ambassador, inspiring community pride.

Impact on Beauty and Pop Culture

SZA’s Not Beauty launch aligns with a wave of artist-driven beauty brands, like Rihanna’s Fenty Beauty, emphasizing inclusivity. It’s focus on durability and hydration caters to busy lifestyles, earning praise from fans on X, per. The pop-up’s success, drawing 5,000+ attendees per mall estimates, reflects SZA’s pop culture dominance. SZA’s influence on the evolution of R&B is already a historical conversation in itself. Now, extending to beauty. The brand’s limited availability heightened its cultural reach.

For trendsetters, the impact on beauty and pop culture positions Not Beauty as a movement, redefining celebrity brands.

From Stage to Shelf: How Female Artists Are Redefining the Beauty Industry

SZA’s move into beauty places her alongside powerhouses like Rihanna and Beyoncé, whose ventures have reshaped industry standards and consumer expectations. Rihanna’s Fenty Beauty, launched in 2017, didn’t just make headlines—it shifted the global beauty landscape. With a groundbreaking 40-shade foundation range, Fenty set a new bar for inclusivity and forced legacy brands to follow suit. Her marketing campaigns highlighted real, diverse consumers—making it clear that beauty is for everyone. As of 2025, Fenty Beauty has become a billion-dollar empire, proving that authenticity, representation, and star power can create a lasting impact.

Beyoncé entered the beauty space more recently with Cécred, her haircare brand inspired by ancestral rituals, Black hair culture, and personal connection. According to sources, Cécred’s launch was met with widespread praise for its clean formulations and emphasis on hair health over hype. Beyoncé’s decision to center the line around textured hair was seen as both a business move and a cultural affirmation—reflecting her legacy of celebrating Black excellence across all platforms.

Both artists—like SZA—use their platforms to create beauty brands that feel personal, purposeful, and powerful. Their success signals a larger trend: beauty is no longer a celebrity side hustle, but a legitimate extension of artistry and influence. Whether it’s Rihanna redefining inclusivity, Beyoncé honoring heritage, or SZA focusing on hydration and durability, these women are setting new standards—and fans are following.

The Future of Beauty is Music

SZA’s Not Beauty pop-up at American Dream Mall in May 2025 captivated fans, beauty lovers, and New Jersey locals. Further, showcasing her unmatched influence. Whether you’re inspired by her chart-topping music, eager to try her vegan lip glosses, or planning a mall visit, this event highlights SZA’s ability to blend art, beauty, and community. For fans, it’s a chance to connect with her vision. For others, it’s a lens into how artists shape culture.