BEAUTY CARE

Sephora goes big, brings back Sephoria

BY DSN STAFF

After debuting its Sephoria event in honor of its anniversary, the beauty retailer announced that the beauty experience will be back for a second year.

Taking place at The Shrine in Los Angeles, the event will be held from September 7 to 8, and be twice as big with more access to products, brand founders, lifestyle experts and influencers, the San Francisco-based company said.

The larger format is aimed towards giving attendees a chance to play, shop, and learn in a social media House of Beauty that’s created with them in mind.

“Our first-ever Sephoria was met with incredible enthusiasm that really underscored how meaningful these real-life moments of connection are for our clients,” Deborah Yeh, CMO of Sephora said. “This year, we’re giving attendees even more access to what they love — new and exclusive products, personalized experiences, facetime with their favorite beauty experts. The experience is bigger than ever, but still with the commitment to creating community, fostering 1:1 connection, and welcoming and celebrating the uniqueness of every attendee who joins us. This is the great Sephora meet-up.”

In addition, the company will host a Sephoria Masterclass Tour, which enables Rouge members in Houston and San Fransisco access to classes by Tatcha’s Vicky Tsai and Fenty Beauty’s global makeup artist, Hector Espinal.

Attendees can expect exclusive product launches and previews from Beautyblender, Benefit, Briogeo, Charlotte Tilbury, Drybar, Farmacy, Fenty, Gucci, Melt Cosmetics, Natasha Denona, Ouai, Too Faced and Urban Decay among others.

There also will be 14 Masterclasses from Angelo Merino at Artist Couture; Alli Webb at Drybar; Sarah Lee and Christine Chang from Glow Recipe; Kristie Streicher from Hourglass; Cindy Capobianco from Lord Jones; NikkieTutorials for Marc Jacobs Beauty; Amanda Chantal Bacon for Moon Juice; Natasha Denona for her namesake brand; Patrick Ta for his namesake brand; Sephora Collection x Girl Boss; and Vicky Tsai from Tatcha, among others.

Those attending can stop by more than 60 brand activations to test products, chat with brand representatives and snap fun pictures.

Tickets for Sephoria will go on sale beginning July 10. General admission will retail $80 per ticket and VIP $350 per ticket. The event will be broken down into four ticketed sessions. Further information can be found on Sephoria’s website.

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