Sephoria Returns with New Theme and Destination in Atlanta

Beauty retailer Sephora US announced Monday the return of its biggest beauty event of the year.

Dubbed “Sephoria,” the event will take place in Atlanta at Pullman Yards on Friday, September 27 and Saturday, September 28.

The event will feature over 50 visual and tactile brand activations, as well as a robust brand lineup including Rare Beauty, Fenty Beauty, Glossier, Glow Recipe, Laneige, Tarte, Drunk Elephant, Youth to the People, and more.

Sephora will feature masterclasses, surprise guest appearances, endless social content opportunities and more. This year, Sephora’s We Belong campaign will also be featured, immersing attendees in Sephora’s mission to foster inspiration and inclusion where everyone can celebrate their beauty.

“We are excited to bring the Sephoria experience to Atlanta, expanding our reach and creating buzz in a new, highly immersive market,” said Jessica Stacey, senior vice president of external communications, experiential and marketing partnerships at Sephora.

“Sephoria promises to deliver a wealth of new experiences 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 and prismatic activations, which extend to the many stunning brand booths and masterclasses on-site, creating an atmosphere where everyone is invited to express themselves in new and dynamic ways. We look forward to launching an ever-evolving beauty event and celebrating our beautifully diverse community with surprises and perks throughout the event journey.”

Tickets for Sephora go on sale Tuesday for Sephora Rouge members and July 17 for all other guests. There are two ticket tiers: general admission for $135 per screening and VIP for $420 per screening, with prices increasing to $160 and $445, respectively, on August 15 (all taxes and fees included).

The Atlanta event will be followed by events in Paris (October 4-5), Shanghai (October 24-27) and new locations, Rio de Janeiro (November 1-3) and Dubai (November 6-8).