Sephora US Announces New Theme and City for the 2024 SEPHORiA Experience

The global retailer debuts its annual beauty event this fall in Atlanta with an all-new theme, Beauty Funhouse, promising first-of-its-kind programming and surprise & delight moments for all beauty fans

Today, Sephora US is excited to announce the return of SEPHORiA, its largest and most highly-anticipated beauty experience of the year, with an all-new theme and US destination. The iconic beauty event will head to Atlanta for the first time, taking place on Friday, September 27^th and Saturday, September 28^th at the city’s famed Pullman Yards. The first wave of ticket sales starts tomorrow, and with more tickets available to beauty enthusiasts than ever before, this year’s in-person event is expected to be the biggest yet.

“We are thrilled to take the SEPHORiA experience to Atlanta, broadening our reach and creating buzz in a highly immersive new market,” said Jessica Stacey, SVP External Communications, Experiential & Marketing Partnerships at Sephora. “SEPHORiA promises to deliver on an abundance of newness this year – starting with our captivating ‘Beauty Funhouse’ theme, which celebrates a spirit of joy, surprise, and discovery in beauty. Our Funhouse comes to life through multi-sensory, transportive, prismatic activations, which extends to the many amazing brand booths and masterclasses on-site, creating an atmosphere in which all are welcome to express themselves in vibrant new ways. We look forward to debuting an ever-evolving beauty event and celebrating our beautifully diverse community with surprises and perks throughout the event journey.”

With more than 50 visual and tactile brand activations on-site, SEPHORiA invites attendees to dream and discover beauty together, with the buzziest products and trends from the best of Sephora’s uniquely curated assortment. This year’s robust brand line-up includes:

• Rare Beauty by Selena Gomez*
• Fenty Beauty by Rihanna*
• Makeup by Mario*
• Danessa Myricks Beauty*
• Dr. Dennis Gross Skincare*
• FORVR Mood*
• Cay Skin*
• Glossier
• Glow Recipe
• Sol de Janeiro
• Tatcha
• Laneige
• Tarte
• Drunk Elephant
• Ami Colé
• Moroccanoil
• K18
• Yves Saint Laurent
• NARS
• amika
• Charlotte Tilbury
• Natasha Denona
• Youth to the People
• Brown Girl Jane
• Valentino
• Dyson
• Maison Margiela
• LYS Beauty
• Kayali
• Sephora Collection
• and more…

*Indicates a brand with a confirmed masterclass

Meaningful connection is at the core of the SEPHORiA experience, with unparalleled access to beauty experts, from brand founders to renowned makeup artists – plus action-packed masterclasses, surprise guest appearances, endless social content opportunities, unbeatable swag, and more. The event will also feature new hero programming, including a dedicated spotlight on Sephora’s We Belong Campaign, meant to immerse attendees in Sephora's purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty.

Ticketing for SEPHORiA opens tomorrow, July 16^th for Sephora Rouge Members and July 17^th for all other guests, with two tiers available to choose from: General Admission for $135 per session and VIP for $420 per session, with prices increasing to $160 and $445 respectively on August 15^th (prices are inclusive of all taxes and fees). All attendees will receive access to one 3-hour session, plus a specially curated swag bag filled with full-sized beauty products, with associated values based on ticket tier ($500+ for General Admission and $1,300+ for VIP). Additional VIP perks include a dedicated entrance, one-hour early entry, access to a VIP lounge with exclusive photo opportunities and beauty services, priority access to masterclasses, and more.

SEPHORiA is a global annual rendezvous specially created to celebrate the world of beauty. Starting in Atlanta (Sept 27-28^th), in person events will also take place in Paris (Oct 4-5^th), Shanghai (Oct 24-27^th), and new locations Rio de Janeiro (Nov 1-3^rd) and Dubai (Nov 6-8^th). To learn more about this year’s event and to purchase tickets, please visit www.sephoria.com and follow @Sephora and #SEPHORiA & #SEPHORiAAtlanta on social for more updates.

About Sephora

Sephora is the world’s leading global prestige beauty retail brand. With 52,000 passionate employees operating in 34 markets, Sephora connects customers and beauty brands within the world’s most trusted and dynamic beauty community. We serve a highly engaged community of hundreds of millions of beauty followers across our global omnichannel network of more than 3,000 stores and iconic flagships, and our e-commerce and digital platforms, offering personalized and immersive seamless experiences across every touchpoint. With our curation of close to 500 brands and our own label, Sephora Collection, we offer the most unique and diverse range of prestige beauty products, tailored to our customers’ needs from fragrance to make-up, haircare, skincare and beyond, as we constantly reimagine the world of prestige beauty.

Since our inception in 1969 in Limoges, France, and as part of the LVMH Group since 1997, we have been disrupting the prestige beauty retail industry. Today, we continue to break with convention to drive our mission: champion a world of inspiration and inclusion where everyone can celebrate their beauty.

For more information, visit: https://www.sephora.com/about-us and @Sephora on social media. For US media inquiries, please visit our Sephora Newsroom or email ExternalComms@sephora.com.

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