The iconic beauty event returns to Los Angeles with an all-new immersive concept, promising first-ever programming and new exclusive on-site perks
San Francisco, CA (December 10, 2025) – Today, Sephora US is excited to announce SEPHORiA, its largest and most highly-anticipated beauty experience of the year, will return to LA for the first time since 2019. The newest iteration will see SEPHORiA reborn as a beauty multiverse, featuring a reimagined concept designed for beauty lovers who dream in color, indulge in artistry, crave the next big thing, and find connection in every shade and shimmer. The iconic beauty event heads to Downtown LA in 2026, opening Friday, March 20th through Saturday, March 21st at Magic Box at The Reef.
SEPHORiA will bring beauty lovers together for an exciting weekend of postable moments, experiences, and hangs with the industry’s most buzzed-about brands. The event promises first-of-its-kind programming and new surprise & delight moments for all beauty fans, including access to breaking beauty news (think: product drops!), master classes taught by beauty icons, talent meet-and-greets, and an on-site shop with exclusive merch and products only available for purchase at SEPHORiA. The event will also offer new fireside chat programming, featuring product demos, giveaways, and panels with an exciting talent lineup, accessible to all attendees – plus, exclusive goodies from participating brands and the most covetable swag bags in SEPHORiA history.
“We’re thrilled to bring SEPHORiA back to Los Angeles – a city that has always been at the heart of beauty culture and innovation,” said Jessica Stacey, SVP External Communications, Experiential and Marketing Partnerships at Sephora US. “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.”
SEPHORiA 2026 will feature 50+ unique spaces and experiences, inviting attendees to explore multiple dimensions of beauty, which represent Sephora’s outlook on future-forward beauty trends. This year’s robust brand lineup includes:
- Color Wow (Chris Appleton)**
- M.ph by Mary Phillips (Mary Phillips)**
- Mane (Jen Atkin)**
- Pat McGrath Labs (Pat McGrath)**
- Patrick Ta (Patrick Ta)**
- BROWN GIRL Jane (Malaika Jones)*
- Danessa Myricks Beauty (Danessa Myricks)*
- Dr. Idriss*
- 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*
- World of Chris Collins*
- 7 Virtues
- Born to Stand Out
- Carolina Herrera
- Commodity
- Fenty Beauty by Rihanna
- Fugazzi
- Glossier
- Huda Beauty
- Jo Malone
- Josie Maran
- Kérastase
- Kiehl’s
- Moroccanoil
- Natasha Denona
- Ouai
- Rare Beauty by Selena Gomez
- Salt + Stone
- Sephora Collection
- Summer Fridays
- Tatcha
- The Ordinary
- Topicals
- Touchland
- Youth To The People
- YSL
- …and more!
*Indicates a brand with a confirmed fireside chat or **masterclass, with corresponding talent
Ticketing for SEPHORiA opens December 11th for Sephora Rouge Members and December 12th for all other guests at Early Bird pricing, with two tiers available (prices are inclusive of all taxes and fees):
- General Admission ($155; increases to $180 on December 26th): Includes access to one three-hour session, 50+ unique brand experiences to explore + photo-ops, and a swag bag worth $700+.
- VIP ($440; increases to $465 on December 26th): Includes all General Admission perks, plus one-hour early entry, VIP-entrance access, early master class registration, special access to a VIP Lounge, which includes exclusive brand experiences and services + special meet and greets, and a swag bag worth $1,650+.
SEPHORiA is a global annual rendezvous specially created to celebrate the world of beauty. To learn more and purchase tickets for the US event, visit www.sephoria.com and follow @Sephora and #SEPHORiA on social for updates.
