Sephoria Event Guide: Purpose, Schedule, & Activities

I remember the first time I heard about Sephoria.

A friend had gone to the Los Angeles event and came home buzzing with stories about huge brand booths, free swag, selfies with influencers, and even a mini makeup class with a celeb artist.

I had no idea something like that existed. It sounded like a mix of a beauty convention and a really fun girls’ trip.

So when I started digging into what Sephoria actually is, I realized a lot of folks were asking the same things I had, such as, “What is it? Is it worth going? When is the next one? What happens there?”

That’s exactly what I am covering here. I’ll walk you through what Sephoria is, how it’s changed over the years, what usually goes on during the event, and how you can keep up with updates.

If you’re looking for a simple guide that gives you all the key info, this is it.

What Is Sephoria?

Sephoria is Sephora’s flagship beauty event, a vibrant celebration for makeup, skincare, haircare, and fragrance lovers. Often called a “beauty festival” or “Disneyland for beauty fans,” It offers guests both education and fun.

In-person events transform venues into dynamic spaces with brand booths, hands-on product experiences, expert-led masterclasses, and meet-and-greets with beauty influencers.

Attendees sample products, learn techniques, shop exclusive launches, and leave with sought-after swag bags.

The virtual format lets guests explore 3D rooms, watch live demos, chat with experts, and get product kits at home, accessible worldwide.

Hosted in cities like Los Angeles, New York, Paris, and Shanghai, Sephoria’s mission is to connect the beauty community, inspire creativity, and give fans insider access to top brands and trends, whether online or in person.

How Has the Purpose Evolved Over the Years?

Sephoria’s evolution over the years reflects both changing circumstances and its commitment to bringing the beauty community together.

The event launched in 2018 as an immersive, in-person experience in Los Angeles, giving beauty fans access to exclusive workshops, product sampling, expert sessions, and direct engagement with top brands.

The 2019 edition maintained this energetic format, emphasizing hands-on interaction and community building.

The pandemic paused events in 2020, and in 2021–2022, Sephoria moved to a virtual 3D format. Attendees enjoyed digital rooms, live demos, and curated product kits at home.

In 2023, the hybrid event in New York City and online made Sephoria accessible worldwide.

Despite format changes, the mission stays the same: uniting the beauty community with engaging experiences, personal connections, and exclusive access to products and trends.

Event Schedule and Ticket Info

Sephoria’s schedule changes each year, with events held in major cities worldwide. Below is the latest update for 2025 and beyond, including confirmed dates, locations, and ticket details to help you plan ahead.

Ticket Tips:

• Tickets usually release in July.
• Rouge members get early access.
• In-person passes sell out fast, so use the Sephora app, turn on notifications, and check the Beauty Insider Community for updates.

Tickets usually release in July. Rouge members get early access, and VIPs may also get first dibs. In-person tickets sell out fast. If you miss the launch, check the Sephora app or visit the Beauty Insider Community for updates.

Planning early is key. With limited spots and exclusive perks, it’s worth staying alert if you want to attend.

What Happens at a Sephoria Event?

Wondering what it’s really like to step into Sephoria? It’s more than just a beauty show. It’s an interactive space filled with hands-on fun, expert tips, and exclusive perks.

• Masterclasses: Sit in on demos and talks from artists, brand founders, and influencers. They share real techniques and skincare tips that work.
• Brand Booths/Activations: Each beauty brand usually gets its own area. Some let you try new products. Others might give you a little skin consult. Some even do mini makeovers or live demos.
• Swag Bags: Every ticket includes a gift bag. Depending on your tier, it may have samples, full-size items, or exclusive products.
• Photo Areas and Installations: The event always includes cool-looking setups for photo ops. Think giant lipstick tubes, color tunnels, glow rooms, and fun stuff you can pose with.
• Food and Lounge Spots: At in-person events, you can usually grab a snack, relax, and hang out. It’s not all hustle.

It’s more than shopping, it’s joining a community that shares your love for beauty and encourages you to enjoy it fully.

How to Stay in the Loop?

Sephoria news can slip by quickly if you’re not tuned in to the right places. Event updates roll out from teasers to last-minute surprises, so knowing where to look helps you get tickets, perks, and plan ahead.

• Sign up for Sephora emails: Join their promotional email list to get official announcements first. This is where early access links, ticket sale dates, and special offers often appear before anywhere else.
• Turn on app notifications: The Sephora app sends push alerts for ticket drops, virtual check-in details, and bonus giveaways. Keeping notifications on ensures you don’t miss time-sensitive updates.
• Follow Sephora on Instagram: Instagram is where the brand builds buzz, sharing teaser videos, countdown timers, behind-the-scenes peeks, and influencer previews well before the event.
• Check the Sephora Community forums: Members post real-time tips, ticket reminders, and product reveals. It’s also a great space to hear about restocks or hidden perks directly from other fans.
• Bookmark the Sephoria event page: During launch season, the official event page becomes a hub for confirmed dates, lineups, and ticket links. Refreshing it regularly can pay off.
• Follow key brand partners: Many participating beauty brands post early access codes, sneak peeks, and exclusive event clues on their own social channels.

By combining these sources, you’ll always be a few steps ahead and ready to secure your spot at Sephoria.

In-Person vs. Virtual Experience

Sephoria has evolved to fit different lifestyles and locations. Whether you prefer the buzz of live events or the comfort of home, there’s a format for you. This is how each one works:

Each version has its perks. In-person gives the full experience and energy. Virtual is flexible and easy to join.

Both include perks, but in-person swag usually has the wow factor. Choose what fits your schedule, location, and vibe best.

Tips to Help You Get Tickets

Getting into Sephoria isn’t always easy, especially if it’s a big city or the first event in a new country. This is what helped me and others get in:

• Mark your calendar for July. That’s when most tickets drop.
• Check the Sephora app daily during launch week.
• Use both desktop and mobile when trying to buy tickets.
• Log in to your account early and save your payment info.
• If you’re Rouge, don’t miss your early access email.
• Join the forum threads. People post live updates, and that helps you jump in quickly if something changes.

Conclusion

If you’ve been curious about what Sephoria is, what actually happens there, or how to attend, now you’ve got the full scoop.

If you’re awaiting the U.S. return or an international event this year, you now know what to expect and how to be ready. Sephoria is more than a beauty event.

It’s a celebration of everything fun, inspiring, and shared in the world of skincare and makeup. If you’re planning to go in person or join online, this guide should help you feel prepared and excited.

No matter if you’re a longtime beauty lover, a skincare enthusiast, or new to the scene, this breakdown gave you everything you needed to get started.

Hope to see you at the next Sephoria, online or in person!