Sephora returns with new theme, destination in Atlanta

By

Jennifer Braun

Published
July 16, 2024

Beauty retailer Sephora U.S. announced on Monday the return of its largest 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. 

Notably, Sephoria features masterclasses, surprise guest appearances, endless social content opportunities, and more. This year will also spotlight Sephora’s We Belong Campaign, immersing attendees in Sephora's mission to champion inspiration and inclusion where everyone can celebrate their beauty.

“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.”

Tickets for Sephoria go on sale Tuesday for Sephora Rouge Members, and on July 17 for all other guests. Two ticket tiers are available: General Admission for $135 per session and VIP for $420 per session, with prices increasing to $160 and $445 respectively on August 15 (prices inclusive of all taxes and fees). 

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