Sephora is bringing its global beauty festival Sephoria to the UK for the first time.
The LVMH-owned beauty giant will host Sephoria Europe at 180 Studios in London from 16 to 17 October, marking a major moment for the brand after its UK relaunch in 2023.
The ticketed event will combine brand activations, masterclasses, creator appearances and product giveaways, with Sephora describing it as a “celebration of beauty anchored in the UK culture”.
This year’s festival will introduce a new concept called Sephoria Beauty Metropolis, a beauty-themed cityscape inspired by London’s neighbourhoods and cultural energy.
The experience will feature several immersive areas, including a Theater District, Underground District and Residential District, with each space designed around entertainment, beauty innovation, personalised services and product discovery.
Sephora said the event will also showcase exclusive collaborations with local brands, reflecting its focus on hyper-local partnerships and the UK’s beauty subcultures.
It will use the festival to reveal the winner of its first European beauty incubation prize, which has been created to support emerging beauty brands across the continent.
A dedicated area called The Next Big Thing will also spotlight new European brands, while products and brands not yet available at Sephora will be previewed to attendees.
Sephora global chief marketing officer Deborah Yeh said the festival was being designed to move beyond the traditional beauty event model.
“Sephoria has always been about bringing our beauty community closer to the brands, products and trends they love,” she said.
“With Sephoria Beauty Metropolis, we are intentionally redefining what a beauty event can be, shifting away from a model centred on the haul to one even more rooted in experience, connection and entertainment.
“This edition is designed to feel more like a living beauty world.
“There will still be amazing swag, but we are also dialling up the experience to ensure that Sephoria creates memories, offers moments of in-real life connection and sparks new ideas that inspire our beauty community.”
The London event comes as Sephora accelerates its UK store rollout. The retailer is aiming to have 20 stores open across the country by the end of 2026, bringing the target forward by a year following what it described as a strong response from shoppers.
Sephora UK is also preparing to open its first specialist boutique concept stores in central London next month, adding a smaller format alongside its larger stores.
Sephora UK managing director Sarah Boyd said bringing Sephoria to London was a “landmark moment for beauty in the UK”.
“We are absolutely thrilled and deeply honoured to host Sephoria Europe in London this year,” she said.
“This edition is not just an event, it is a vibrant celebration reflective of the UK culture, bringing to the forefront the distinctive creativity and dynamic spirit that this region embodies.
“Building on our commitment of leveraging hyper local culture, we have brought together exclusive local collaborations that will truly underscore the uniqueness of this Sephoria edition.
“Having the event here in London allows us to celebrate the incredible energy of the UK since our successful launch in the market, and more importantly, all our passionate clients across the country.
“It is a landmark moment for beauty in the UK, and we cannot wait to welcome everyone.”
Tickets for Sephoria Europe will go on sale in late summer, with prices yet to be confirmed. A waitlist is now open on Sephora’s UK website.
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