Sephora returns with a new theme and destination in Atlanta

Beauty retailer Sephora US on Monday announced the return of its biggest beauty event of the year.

Called 'Sephoria', the event will take place in Atlanta at Pullman Yards on Friday, September 27 and Saturday, September 28.

The event will feature more than 50 visual and tactile brand activations, as well as a robust brand roster that includes Rare Beauty, Fenty Beauty, Glossier, Glow Recipe, Laneige, Tarte, Drunk Elephant, Youth to the People and more.

Of note, Sephoria offers masterclasses, surprise guest appearances, endless social content opportunities, and more. Also highlighted this year is Sephora’s We Belong campaign, which will immerse attendees in Sephora’s mission to promote inspiration and inclusion where everyone can celebrate their beauty.

“We are thrilled to bring the Sephoria experience to Atlanta, expanding our reach and generating excitement in a highly immersive new market,” said Jessica Stacey, SVP of External Communications, Experiential and Marketing Partnerships at Sephora.

“Sephoria promises to deliver a wealth of firsts this year, starting with our captivating ‘Beauty Funhouse’ theme, which celebrates the spirit of joy, surprise and discovery in beauty. Our Funhouse comes to life through prismatic, transportive, multi-sensory activations, which extend to the brand’s many surprising booths and on-site masterclasses, creating an atmosphere where everyone is welcome to express themselves in vibrant new ways. We look forward to premiering an ever-evolving beauty event and celebrating our beautiful and diverse community with surprises and benefits throughout the event journey.”

Tickets for Sephoria go on sale Tuesday for Sephora Rouge members and July 17 for all other guests. Two tiers of tickets are available: general admission for $135 per session and VIP for $420 per session, with prices increasing to $160 and $445 respectively on August 15 (prices include all taxes and fees).

The Atlanta event will be followed by events in Paris (October 4-5), Shanghai (October 24-27) and new locations in Rio de Janeiro (November 1-3) and Dubai (November 6-8).