Sephora US is scaling up SEPHORiA 2026 into a full “beauty multiverse” in Downtown Los Angeles , combining immersive brand worlds, celebrity-led education, and high-value swag to draw beauty fans back in person for the first time since 2019 .
The event runs at Magic Box at The Reef from Friday, March 20 to Saturday, March 21 , 2026 , with both General Admission and VIP tiers designed to feel more like a festival than a standard trade show. What Makes SEPHORiA 2026 Different SEPHORiA 2026 will feature 50+ unique
spaces and experiences, each themed around different “dimensions” of beauty and future-forward trends, from color and artistry to community and connection. Programming goes beyond sampling to include breaking product news, on-site-only launches, exclusive merch, and highly “postable” installations built for social content.
New fireside chats and panels, plus an expanded masterclass schedule, are open to all attendees, with talent appearances layered into education, demos, and giveaways. Brand and Talent Powerhouse Lineup Sephora is using SEPHORiA 2026 as a live showcase for both legacy and next-wave brands.
The confirmed lineup spans artistry icons, founder-led stories, and social-first labels. Pro-driven brands with named talent include Color Wow (Chris Appleton), M.ph by Mary Phillips (Mary Phillips), Mane (Jen Atkin), Pat McGrath Labs (Pat McGrath), and Patrick Ta.
Emerging and influencer-led names include: BROWN GIRL Jane (Malaika Jones), Danessa Myricks Beauty (Danessa Myricks), FORVR MOOD (Jackie Aina), Makeup by Mario (Mario Dedivanovic), ONE/SIZE by Patrick Starrr (Patrick Starrr), Phlur (Chriselle Lim), Sienna Naturals (Issa Rae), Sincerely Yours (Salish Matter), Skylar…
