Sephoria Beauty Festival Returns to Atlanta in 2024 in September

Sephoria makes its debut in Atlanta.

Sephora’s two-day beauty bazaar will take place at Pullman Yards on September 27 and 28, featuring more than 50 brand activations and masterclasses led by professionals from brands including Fenty Beauty, Dr. Dennis Gross Skincare and Danessa Myricks on behalf of her eponymous makeup brand.

The event, which debuted in 2018 in Los Angeles, drew more than 4,200 attendees when it returned in person last year in New York City after two years of being held virtually. 2023 marked the brand’s first hybrid iteration, with more than 90,000 users taking part in a remote, gamified online experience; this fall, the event will be in-person only.

“Our mission has always been to bring the joy of beauty to diverse cities around the world, and Atlanta perfectly embodies the vibrant, immersive spirit that has and will always define our event,” Jessica Stacey, senior vice president of external communications, experiential partnerships and marketing at Sephora, said in an email to Beauty Inc.

Among the more than 50 brands that will be animating the stands of the festival, whose theme this year is “Beauty Funhouse”, we find Drunk Elephant, Charlotte Tilbury, Tarte Cosmetics, Pattern Beauty, Dermalogica, Ami Colé, Phlur, Fable & Mane, Valentino Beauty, The 7 Virtues, Ouai and Rare Beauty, the latter also organizing a masterclass.

A three-hour morning session and an afternoon session will take place each day of the festival, with tickets available for purchase in two tiers starting Tuesday. General admission is $135 per session; VIP tickets are $420 and include perks such as reserved entry, early entry time, a lounge with photo ops and beauty services, and a higher-value gift bag.

At last year’s festival, hits included a complimentary spinner wheel activation by Danessa Myricks; virtual NARS ambassadors who chatted with guests about both the product and the weather—“I managed to escape[the rain]because I’m in the metaverse,” explained computer-generated ambassador Chelsea on a particularly humid first day—and “skincare cocktails” at Drunk Elephant, where experts created personalized diet recommendations for guests.