Sephora gets even more experiential

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Sephora gets even more experiential

By Louisa Hallett - 10/12/2018
Sephora has announced the lineup for its innovative retail fair called Sephoria, which will take the retailer's experiential business model to a whole new level.

Sephora has announced the lineup for its innovative retail fair called Sephoria, which will take the retailer's experiential business model to a whole new level.

The company announced that it will host its first-ever Sephoria in Los Angeles– which is a highly-immersive two-day beauty event that fuses high-touch physical and digital experiences unlike anything seen before, according to the company.

The event was originally announced back in June, as an immersive two-day-long event of “psychical and digital” encounters as part of the retailer's 20th birth celebration.

This year marks Sephora’s 20th anniversary in the United States, and fittingly, as the retailer is often acknowledged by fans around the globe as a “beauty playland,” the live experience, House of Beauty, will feature Master Classes with industry icons, product customization, a series of one-of-a-kind beauty activations from more than 50 brands and many opportunities for guests to learn from, get inspired by and play in the world of Sephora.

The announcement comes shortly after the beauty retailer announced the launch of Kaja, the next generation of color cosmetics with bite-sized beauty products. Kaja is the newly developed beauty line resulting from the partnership between Sephora and Memebox. The partnership merged Sephora’s established role in experiential beauty and omni-retail with Memebox’s digital capabilities, consumer data and ability to create fast beauty, resulting in a "revolutionary new K-beauty color makeup brand.”

Memebox says its focus is on merging data and beauty: drawing insights from its more than 5 million engaged monthly beauty enthusiasts and influencers who share their routines, inspirational photos and recommendations. This vibrant community allows the company to forecast trends and develop the next best-selling K-beauty products that Millennials and GenZ are seeking.

Newly added guests include a second appearance by personality, model, bestselling author and Becca spokesperson Chrissy Teigen on Sunday October 21st and special After-Dark DJ sets by Gryffin, Daya and K.Flay.


To read the full guest list and activities, click here.