Sephora’s Sephoria makes comeback with digital format

Sephora is bringing back its biggest and most inclusive beauty event of the year.

Sephoria, previously held in 2018 and 2019 as a live event, is making its return with a digital format.

Titled, Sephoria: Virtual House of Beauty, it will be held on Sept. 18 from 1 p.m. to 4 p.m. EST, and is set to feature 3D games, an interactive beauty house with various rooms to explore, the company said.

“We are thrilled to re-introduce Sephoria this year and bring our clients a unique, innovative, and more inclusive beauty experience,” Deborah Yeh, chief marketing officer at Sephora said. “In 2021, we felt it was important to have a moment of joy with our clients and we’ve worked hard to recreate the special Sephoria environment our clients know and love, by delivering an unmatched virtual experience that they can enjoy free, from anywhere. We look forward to welcoming back clients into the (virtual) world of Sephoria.” 

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Attendees of the event will obtain access to live and pre-recorded content from beauty brands, beauty icons and surprise guests.

Included in the event’s activation, are five virtual rooms, including:

• Home Theater, a spotlight on new products and brands, with masterclasses and special tutorials by founders and global artists from Forvr Mood, Danessa Myricks beauty, Fenty Beauty by Rihanna, Patrick Ta, Shani Darden Skin Care and Sephora Collection;
• Family Space, a space for conversations and reflections, including a roundtable discussion from the company’s former Accelerate brand founders, including Tatcha, Bread Beauty Supply and Topical among other 2021 Accelerate program brands;
• Loft, a designated area to connect and network with micro-communities and Sephoria talent on trending beauty topics, including those from Amika, Dr. Dennis Gross Skincare, The Phluid Project, Fenty Beauty by Rihanna, Rare Beauty by Selena Gomez, Sephora beauty directors and members of the #SephoraSquad;
• Sunroom, a space to explore clean and sustainable products with pre-recorded routines, tutorials and brand stories from Ilia, Saie, Item Beauty by Addison Rae, Milk Makeup, Biossance, Summer Fridays, Tatcha, Selfless by Hyram, The Inkey List, Fable & Mane, Dae, Bread Beauty Supply, Adwoa Beauty, Briogeo, JVN Hair, The 7 Virtues, Floral Street, Skylar and Ellis Brooklyn; and
• Backyard, an area designed for celebration and will include such brands as Gucci, JVN Hair and Gisou among others.

Registration, which is now open online, includes two tiers — a free option that guarantees access to the entire Sephoria event and its content, and an experience kit for $40 that includes full- and travel-sized products from a selection of participating brands.