Sephora’s beauty festival Sephoria is coming to the UK for the first time as the brand continues to ramp up its presence in the region.
Sephoria Europe will take place at 180 Studios in London from 16 to 17 October, and aims to be a “celebration of beauty anchored in the UK culture”, combining brand activations, immersive masterclasses, creator appearances and product giveaways under one roof.
The 2026 edition of the LVMH-owned retailer’s global beauty experience will also comprise a new beauty-themed cityscape concept, called ‘Sephoria Beauty Metropolis’.
“Familiar urban archetypes reflective of the city’s vibrant energy and creative spirit” will feature, read a statement from Sephora, transformed into customised and fun beauty destinations inspired by London's iconic neighbourhoods.
Visitors will be immersed in everything from “dazzling” entertainment and daring beauty innovations, to personalised services and touches, at the Theater District, Underground District and Residential District.
Building on Sephora’s commitment to leveraging hyper-local collaborations to celebrate the unique sub-culture of the UK, the retailer will also feature first-time exclusive collaborations with local brands for a “complete cultural and sensory immersion”.
The winner of Sephora’s first-ever prize for European beauty incubation will also be revealed at the festival, which is designed to scale promising beauty brands across the continent.
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This will be complemented with a dedicated ‘The Next Big Thing’ area, which will highlight new European brands.
"Sephoria has always been about bringing our beauty community closer to the brands, products and trends they love,” said Deborah Yeh, Global Chief Marketing Officer at Sephora.
“With Sephoria Beauty Metropolis, we are intentionally redefining what a beauty event can be – shifting away from a model centred on the haul to one even more rooted in experience, connection and entertainment.
“This edition is designed to feel more like a living beauty world.
“There will still be amazing swag, but we are also dialling up the experience to ensure that Sephoria creates memories, offers moments of in-real life (IRL) connection and sparks new ideas that inspire our beauty community."
Sephora has been working hard to be known as a household name for beauty retail in the UK since re-entering the market in 2023 after an 18-year hiatus.
It is aiming to have 20 UK stores open by the end of 2026, and brought this goal forward one year earlier than originally planned due to the incredible response in the region so far.
Sephora UK will also be opening its first-ever specialised boutique concept stores in Central London next month, which are complementary to its large-format sites.
A photo from a previous Sephoria event
What to expect from Sephoria Europe and how to get tickets
Beauty trends will be brought to life at the ticketed Sephoria Europe event.
Brands that have not yet launched at Sephora will also be unveiled, offering attendees an exclusive preview of the beauty industry’s next big sensations backed by the retailer.
The festival is also a space for brands to connect with a “highly engaged and passionate client base”, read a statement from the retailer, making the event “a true hub for knowledge sharing, insight exchange and the creation of strong connections”.
Tickets for Sephoria in London go on sale in late summer, with the price underwraps for now.
A waitlist sign-up is live on sephora.co.uk/sephoria, while the retailer recommends beauty lovers keep an eye on #sephorialondon on social media for more updates.
“We are absolutely thrilled and deeply honoured to host Sephoria Europe in London this year,” said Sarah Boyd, Managing Director of Sephora UK.
“This edition is not just an event; it is a vibrant celebration reflective of the UK culture, bringing to the forefront the distinctive creativity and dynamic spirit that this region embodies.
“Building on our commitment of leveraging hyper local culture, we have brought together exclusive local collaborations that will truly underscore the uniqueness of this Sephoria edition.
“Having the event here in London allows us to celebrate the incredible energy of the UK since our successful launch in the market, and more importantly, all our passionate clients across the country.
“It is a landmark moment for beauty in the UK, and we cannot wait to welcome everyone.”
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