THE WHAT? Sephora US is reviving SEPHORiA in Los Angeles, introducing a new “beauty multiverse” format that expands the event into a multi-day, multi-brand experiential platform built around education, product discovery and consumer engagement.
THE DETAILS The event will take place in Downtown LA and marks SEPHORiA’s first return to the city since 2019. The updated format includes expanded programming such as live master classes, fireside chats, brand-led demonstrations, early product announcements, meet-and-greets and access to exclusive merchandise and limited products only available on-site.
Brands will also participate through curated zones, sampling, giveaways and content-driven experiences designed to support testing, social sharing and direct interaction with talent. SEPHORiA will introduce its most extensive swag programme to date, aligning with the broader trend of event-based retail activations focused on value, entertainment and exclusivity.
The revamp positions SEPHORiA as part of Sephora’s broader experiential strategy, using the LA edition as a platform to test new community-building formats and deepen brand-consumer engagement.
THE WHY? Demand for immersive beauty events continues to grow as retailers and brands look to strengthen loyalty, drive trial and differentiate from e-commerce through in-person discovery and education.
Source: Sephora
The post Sephora US to Bring SEPHORiA Back to Los Angeles With New “Beauty Multiverse” Concept in 2026 appeared first on Global Cosmetics News.