Sephora’s annual beauty event, Sephoria—which initially began in 2018 with an in-person activation in LA—was left in uncertain waters when the pandemic hit in 2020, leading to a global virtual event in 2021 as a temporary way to keep connected with loyal customers. Returning physically to the public in 2023, last year's Sephoria took place in a hybrid format in NYC, with a live-ticketed event that amassed over 4,200 attendees, as well as a free, global virtual experience in select markets. Following Sephoria’s (virtual) international success in previous years, the retailer took the leap to expand the event to physical locations across the globe for 2024, visiting the US, Paris, Shanghai, Brazil, and the UAE.Gathering together beauty enthusiasts, fans, and influencers, this year's theme “Beauty Funhouse,” allowed consumers to experience beauty as a spirit of joy, surprise, and discovery. The event marked a vibrant celebration of all things cosmetics, wellness, skincare, and haircare, leaving attendees excited and engaged, while reinforcing Sephora’s role as a leader in the beauty industry.“Usually, we choose a [US] host city that aligns values with Sephora each year,” said Kate Biancamano-Brown, Senior Director of Events and Experiential Marketing at Sephora. “Now, Sephoria is a global event designed to welcome beauty lovers everywhere. We never intended for Sephoria to exist in one market, exclusively.”Sephoria 2024 kicked off in Atlanta, at the former repair site for cargo and luxury passenger railcars, Pullman Yards.