Sephora is bringing back its huge US beauty event to a major US city next year.
Sephoria will run in Los Angeles in 2026, marking the first time the immersive multi-day event has taken place in the West Coast hub since 2019.
The event returns in its “newest iteration” as a “beauty multiverse”, the beauty retailer said in a statement.
Taking place on 20 – 21 March 2026, Sephoria will give visitors access to new beauty product drops, make-up masterclasses, meet and greets with beauty industry talent, as well as exclusive merchandise and high-value “swag bags”.
Talks, product demonstrations, photo-ops, giveaways and panel sessions will also feature throughout the weekend.
Dame Pat McGrath, the MUA and brand founder, Dr. Idriss, the dermatologist and brand founder, and Patrick Ta, the MUA and brand founder, are among the top names in beauty who are set to host a masterclass or participate in a fireside chat.
More than 50 spaces and experiences will be hosted in the space at Magic Box at The Reef in downtown LA.
Dozens of brands will be participating in Sephoria, including Selena Gomez’s Rare Beauty, Rihanna’s Fenty Beauty, Huda Beauty and Glossier.
Summer Fridays, Ouai, Tatcha and The Ordinary will also be among the names being showcased.
“We are thrilled to bring Sephoria back to Los Angeles – a city that has always been at the heart of beauty culture and innovation,” said Jessica Stacey, SVP External Communications, Experiential and Marketing Partnerships at Sephora US.
“As a global event with activations spanning cities worldwide, meaningful connection is at the core of the Sephoria experience, and we are proud to offer our community unparalleled access to our unique ecosystem of beauty experts, with many special perks along the way.
“Our goal with Sephoria has always been to immerse attendees in Sephora’s purpose: to champion a world of inspiration and inclusion where everyone can celebrate their beauty, and we can not wait to bring this experience to life in LA in 2026.”
Sephora Rouge members will be able to access tickets for the event on 11 December, a day before they go on sale to the general public on 12 December.
Early bird tickets for Sephoria are priced at US$155 for general admission and $440 for VIP, rising to $180 and $465 respectively from 26 December.
General admission includes access to one three-hour session, and a swag bag worth more than $700.
VIP tickets give the same perks, plus early entry via a separate entrance and VIP lounge access featuring brand experiences and services, as well as special meet and greets.
These ticketholders will also get early access to masterclass registration, as well as a swag bag worth more than $1,650.
The first Sephoria event took place in LA in 2018.
Sephora's flagship event was cancelled in 2020 due to the coronavirus pandemic.
A virtual format saw the show return in 2021, and in 2022, customers from Canada, France, Spain and Italy were able to take part in the remote event, taking it international for the first time.
Sephoria returned as an in-person event in 2023 in New York, US.
The event expanded further internationally with dual events in Atlanta, US and Dubai in 2024.
This year, the event was dual-located in China and Dubai.
Which beauty industry experts will take part in a masterclass at Sephoria 2026?
Chris Appleton, Global Creative Director at Color Wow- Mary Phillips, Founder and Chief Creative Officer of M.ph by Mary Phillips
- Jen Atkin, Founder of Mane
- Pat McGrath, Founder and CEO of Pat McGrath Labs
- Patrick Ta, Founder of Patrick Ta
Which beauty industry experts will take part in fireside chats at Sephoria 2026?
- Malaika Jones, CEO and Founder of BROWN GIRL Jane
- Danessa Myricks, Founder and CEO of Danessa Myricks Beauty
- Dr. Idriss, Dermatologist
- Jackie Aina, Founder and CEO of FORVR MOOD
- Mario Dedivanovic, Founder and CEO of Makeup by Mario
- Patrick Starrr, Founder and CEO of ONE/SIZE by Patrick Starrr
- Chriselle Lim, Co-owner and Creative Director of Phlur
- Issa Rae, Co-owner of Sienna Naturals
- Salish Matter, Co-founder of Sincerely Yours
- Leah Kateb, Chief Creative Officer of Skylar
- Sofie Pavitt, Founder of Sofie Pavitt Face
- Chris Collins, Founder of World of Chris Collins
Which beauty brands will be at Sephoria 2026?
- 7 Virtues
- Born to Stand Out
- Carolina Herrera
- Commodity
- Fenty Beauty by Rihanna
- Fugazzi
- Glossier
- Huda Beauty
- Jo Malone
- Josie Maran
- Kérastase
- Kiehl’s
- Moroccanoil
- Natasha Denona
- Ouai
- Rare Beauty by Selena Gomez
- Salt + Stone
- Sephora Collection
- Summer Fridays
- Tatcha
- The Ordinary
- Topicals
- Touchland
- Youth To The People
- YSL