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. The venue provided historical elements including old train cars, modernized by Sephora’s lively branding and bold colorways, including an oversized hot pink entranceway in the shape of lips. “The decision to expand to Atlanta was simply a natural one, and, quite frankly, a new market each year is something that our clients look forward to,” Biancamano-Brown added.
Atlanta was said to be chosen to ensure “an ample consumer base who may not have experienced Sephoria before.” The host city complemented ease of accessibility for the frequent visitors of Atlanta’s 12 Sephora stores, due to having one of the largest airport hubs across the US, with a plethora of travel options to the venue. Atalanta’s event, which sold out within three weeks, amassed the largest number of Sephoria tickets ever sold, coming in at 8,000.
Popular touch points from previous Sephoria events were present, including expert-led masterclasses, live demonstrations, and multisensory experiences from a selection of over 50 brand partners including K18, Supergoop, Dr. Dennis Gross Skincare, and Fenty Beauty. Exclusive product launches also took place including the reveal of Glossier’s two new fragrances You Rêve and You Doux. At Sephoria Shanghai, which hosted over 4,000 consumers, a total of 21 masterclasses were hosted across two stages, including talks from Natasha Denona, as well as top influencers from the social media and e-commerce platform Xiaohongshu (RED).
“Seeing this vibrant convergence of beauty enthusiasts and brand partners is truly inspiring,” shared Xia Ding, Managing Director of Sephora Greater China. “We remain dedicated to innovating and curating exclusive beauty experiences, synonymous with the Sephora brand of magic, as we strategically broaden our brand visibility and deepen our reach."
Highlight worthy activities began with We Belong To Something Beautiful, a Sephora-branded area where participants were able to use digital installations to speak their own beauty manifestos. The Newness Garden showcased the industry’s select top trends, featuring over 50 exclusive-to-Sephora products. Glam Rooms were also present, offering services in collaboration with Pat McGrath Labs, and Fenty Beauty, as well as Maoeping in Shanghai. The Sephora Members Club provided a grand celebration of Sephora valued members who were welcomed by engaging interactive games and bespoken gifts. A special birthday surprise was also prepared for members born in October.
“Sephoria returned amplified and elevated, demonstrating Sephora's commitment to championing a world where everyone can celebrate their beauty,” Ding added. “Shanghai was the third stop for Sephoria and the rave reviews across social media reaffirmed China's appetite for this celebrated global event.”
Sephora’s commitment to expanding Sephoria’s presence globally is complemented by its successful strategy to grow the brand name in all areas of the world. Recent expansion efforts have focused on key markets such as the UK, Asia, and the Americas. Since re-entering the British market in 2023, Sephora has opened seven stores in key locations, while its ION Orchard flagship in Southeast Asia—often cited as “one of the world’s best-performing beauty store”— underwent a major revamp earlier this year. The retailer also has its sights set on Australia, where it is currently battling for the top spot against consumer-trusted store Mecca. In late October, Sephora unveiled plans to open three new stores in celebration of its 10th anniversary in Australia, adding to the 31 stores built across the region since the prestige retailer entered the market in 2014.
“It’s important for us to consider several key geographic areas when we’re planning our Sphoria’s,” affirmed Biancamano-Brown. “We’re thrilled to have a presence in not only North America, but Europe, Asia, Latin America, and the Middle East, as well.” With continued growth across the world, it is uncertain which locations will host Sephoria in 2025, yet it seems there are several opportunities for cities that wish to be involved to make their mark.
