The LVMH-owned retailer will build a multi-room “House of Beauty” taking place over two days in October in Los Angeles. Installations from over 50 brands will be available to shoppers who will pay between an estimated $100 and $500 to attend. As Business of Fashion pointed out, while Sephora can’t confirm which brands will participate in Sephoria, Fenty Beauty is exclusive to the retailer and will likely have a major presence.
It will be an interactive experience with “lots of juicy experiences that [people] can snap and share and wow her social community with,” Deborah Yeh, senior vice president of marketing and brand at Sephora, told BoF. “We’ve been dreaming about something like this for awhile.”
Beautycon has been the dominant beauty event since the convention made itself open to consumers in 2014. It’s since been turned into a full-fledged digital media company by chief executive Moj Mahdara, who’s a bit of a genius when it comes to figuring out what young beauty fans care about. Other beauty brands have become hip to the experiential event space, too, like Chanel Beauty House in L.A. in March.
Tickets for Sephoria: House of Beauty will go on sale July 21, and VIB and Insider Rouge members will be given advanced access. Stay in the loop by signing up on Sephora.com. Competition for tickets is likely to be fierce.
