Sephora's public event, Sephoria, will be held again in Paris and around the world

Sephoria Europe, the Paris-based event organised by the Sephora chain of high-end perfumeries, will return to the French capital on 4 and 5 October, almost a year after its first Parisian edition, which attracted 3,600 visitors. The second European edition of the event organised by the LVMH chain will be held at the Maison de la Mutualité, a 3,500-square-metre space spread over three floors located at 24 rue Saint-Victor in Paris.

At Maison de la Mutualité, Sephora will present its world of cosmetics: makeup, skincare, haircare, fragrances, the full range of the Sephora Collection brand and new products for Christmas 2024.

Over two days, 45 brands including Glow Recipe, Lancôme, Fenty Skin and Haus Lab by Lady Gaga will showcase their collections to visitors. The event will feature cosmetics masterclasses, for example by Pat McGrath, founder of the eponymous makeup brand, private consultations with the brand's founders and experts, live events and a pop-up café.

Registration for the new edition of Sephoria Europe opens on September 3 for the chain's Gold customers (entry fee €35) and on September 5 for the general public (entry fee €55), subject to availability. A gift bag with products will be given to all visitors.

The inaugural edition of Sephoria was held in 2018 in the United States, and from 2023, the event is being held in other key markets of the chain. From September 27 to 28, Sephoria will be held in Atlanta (United States), from October 24 to 27 in Shanghai (China), from November 6 to 8 in Dubai, and from November 1 to 3 it will be held for the first time in Brazil, in Rio de Janeiro. From October 8 to 14, the Sephora store on the Champs-Élysées in Paris will host a special week inspired by Sephoria.

Sephora was acquired by LVMH in 2017 and currently has 3,000 stores worldwide. According to experts in the beauty sector, it generated a turnover of more than 14.35 billion euros in 2023 and expects to reach 20 billion euros in the medium term. To do so, Sephora wants to expand in China, a market where consumption remains weak and where Sephora plans to cut some jobs.