Sephora US is scaling up SEPHORiA 2026 into a full “beauty multiverse” in Downtown Los Angeles, combining immersive brand worlds, celebrity-led education, and high-value swag to draw beauty fans back in person for the first time since 2019. The event runs at Magic Box at The Reef from Friday, March 20 to Saturday, March 21, 2026, with both General Admission and VIP tiers designed to feel more like a festival than a standard trade show.
What Makes SEPHORiA 2026 Different
- SEPHORiA 2026 will feature 50+ unique spaces and experiences, each themed around different “dimensions” of beauty and future-forward trends, from color and artistry to community and connection.
- Programming goes beyond sampling to include breaking product news, on-site-only launches, exclusive merch, and highly “postable” installations built for social content.
- New fireside chats and panels, plus an expanded masterclass schedule, are open to all attendees, with talent appearances layered into education, demos, and giveaways.
Brand and Talent Powerhouse Lineup
Sephora is using SEPHORiA 2026 as a live showcase for both legacy and next-wave brands. The confirmed lineup spans artistry icons, founder-led stories, and social-first labels.
- Pro-driven brands with named talent include Color Wow (Chris Appleton), M.ph by Mary Phillips (Mary Phillips), Mane (Jen Atkin), Pat McGrath Labs (Pat McGrath), and Patrick Ta.
- Emerging and influencer-led names include: BROWN GIRL Jane (Malaika Jones), Danessa Myricks Beauty (Danessa Myricks), FORVR MOOD (Jackie Aina), Makeup by Mario (Mario Dedivanovic), ONE/SIZE by Patrick Starrr (Patrick Starrr), Phlur (Chriselle Lim), Sienna Naturals (Issa Rae), Sincerely Yours (Salish Matter), Skylar (Leah Kateb), Sofie Pavitt Face, and World of Chris Collins.
- Major global players round out the floor: Fenty Beauty by Rihanna, Rare Beauty by Selena Gomez, Huda Beauty, Glossier, Jo Malone, Kiehl’s, Kérastase, Moroccanoil, Natasha Denona, Ouai, Tatcha, The Ordinary, Topicals, Touchland, Youth To The People, YSL, Carolina Herrera, Commodity, Summer Fridays, Salt + Stone, 7 Virtues, Born to Stand Out, and more.
Programming, Sessions, and On-Site Experience
The format is built around timed sessions, discovery, and content creation.
- Each ticket grants access to one three-hour session, during which guests can move freely across 50+ brand experiences, interactive installations, and photo backdrops.
- Masterclasses led by artists and founders, live demos, and fireside conversations spotlight technique, product innovation, and brand POVs, while integrating giveaways and sampling moments.
- An on-site shop stocks exclusive SEPHORiA merch and event-only products, giving brands a direct retail moment in the space.
Ticket Tiers, Pricing, and Value
Sephora is framing tickets as access to a high-touch, high-value prestige beauty experience, with pricing inclusive of taxes and fees.
- General Admission is priced at $155, increasing to $180 on December 26, and includes one three-hour session, access to all experiences and photo ops, plus a swag bag valued at $700+.VIP tickets are $440, rising to $465 after December 26, and add one-hour early entry, VIP entrance, early masterclass registration, access to a VIP lounge with exclusive brand experiences and services, plus special meet-and-greets, and a swag bag valued at $1,650+.
Ticket sales open December 11 for Sephora Rouge members and December 12 for all other guests at early-bird pricing through www.sephoria.com.
Sephora’s Strategic Positioning
In her statement, Jessica Stacey, SVP External Communications, Experiential and Marketing Partnerships at Sephora US, said, “We’re thrilled to bring SEPHORiA back to Los Angeles – a city that has always been at the heart of beauty culture and innovation. As a global event with activations spanning cities worldwide, meaningful connection is at the core of the SEPHORiA experience, and we’re proud to offer our community unparalleled access to our unique ecosystem of beauty experts, with many special perks along the way. Our goal with SEPHORiA has always been to immerse attendees in Sephora’s purpose: to champion a world of inspiration and inclusion where everyone can celebrate their beauty, and we can’t wait to bring this experience to life in LA in 2026.”
Globally, Sephora operates more than 3,200 stores in 35 markets with around 50,000 employees, anchored by over 300 brands plus its own Sephora Collection label, and has been part of the LVMH Group since 1997. The company continues to lean on large-scale experiential moments like SEPHORiA to deepen loyalty among “hundreds of millions” of beauty followers across its omnichannel ecosystem.
