This October, Sephora will bring SEPHORiA Europe to London for the very first time; transforming the iconic creative hub 180 Studios into the ultimate immersive beauty experience that brings together brands, founders, experts and the trends that are shaping what’s next in beauty.
Taking place on 16-17th October 2026, SEPHORiA London is the ultimate expression of Sephora’s commitment to bringing their community of beauty lovers together to create unforgettable experiences and fuel the excitement of discovery. For two days, guests attending this in-demand event will be able to discover, touch, test, play, learn and most importantly, connect, with more than 40 brands through interactive activations, workshops, special live shows, exclusive collaborations and plenty of surprise-and-delight moments along the way.
Following editions all around the world, London is ready to put its own distinctive stamp on SEPHORiA. SEPHORiA will tap into the creativity, culture and energy of its host city, inviting customers to discover beauty trends, new launches and cult-favourite brand experiences in distinct neighbourhoods that celebrate the vibrant spirit of London: the Theatre District, the Underground District, and the Residential District.
SEPHORiA London arrives at an exciting moment for Sephora in the UK as the retailer continues to supercharge its growth in the country with new store locations and the exciting announcement of a new strategic partnership with M&S due to launch in Spring 2027.
An immersive journey through the trends. See it. Try It. Experience what’s next.
As experts in brand and production curation, SEPHORiA London will bring guests on a journey through some of the movements that Sephora sees shaping the beauty trends of today and tomorrow. Throughout the neighbourhoods, guests will be invited to journey through a trend-led experience that touches on some of beauty’s most exciting trends today – hyper-personalisation, Asian beauty, next generation innovation, and of course beauty services. Attendees will be able to get hands-on with the products, rituals and ideas behind these exciting new trends, turning beauty discovery into something physical, social and shareable.
Guests will also be able to get bespoke product recommendations with Sephora’s new ‘Beauty Scan’ technology, which assesses a client’s skin to deliver insights well beyond what an app-only solution could provide, including showing clients oil & hydration levels for skin care-based needs, as well as offering more precise shade matching advice for foundation.
On makeup trends, SEPHORiA will feature bold and creative programming designed to inspire and delight guests from trend-forward brands like Charlotte Tilbury, Danessa Myricks and Marc Jacobs Beauty to celebrate makeup in all its expressive glory.
On the wellness front, SEPHORiA will shine a light on inner beauty & wellness through a unique experience created with mindful movement community SANCTUM, offering an immersive take on the growing connection between wellbeing and self-care. Throughout the event days, Sanctum will be providing 12- minute energiser sessions reflective of its signature immersive experience, as well as self-guided meditations and immersive audio experience called “Beauty is Energy,” developed in partnership with Sephora.
The SEPHORA PRIZE for European Incubation : Meet beauty’s next big thing
Sephora has long had its finger on the pulse of emerging brands that have the potential to evolve the future of beauty. These brands are often reflected in stores through dedicated spaces, including ‘Hot On Social’ and ‘The Next Big Thing’. At SEPHORiA London, that spirit of discovery will take centre stage. This spring, Sephora Europe launched the SEPHORA Prize, a new initiative dedicated to discovering the most promising European beauty brands and founders by offering them opportunity to grow and scale with the power of Sephora in Europe.
Forming one of the biggest moments of SEPHORiA’s first night celebration will be the live reveal of the SEPHORA Prize winners during a dedicated award ceremony, celebrating the creativity, innovation and entrepreneurial talent shaping beauty’s next chapter. The 1st winner will receive unparalleled support from Sephora Europe for three years to accelerate its development, which includes dedicated research and development guidance, expert mentoring sessions and extensive visibility sponsorship across all touchpoints. The two other winners will count having a full year of support from Sephora, offering them significant visibility across our Sephora platforms along with mentoring focused on market trends and strategic guidance.
Following the reveal of the winners, all guests attending SEPHORiA London will have the exclusive opportunity to be the first to discover the winning brands and its products within Sephora’s The “Next Big Thing” space at the event.
“Here it is”! Step inside Sephora’s Holiday Campaign
On the heels of Sephora Europe’s groundbreaking Holiday campaign launch featuring beloved international singer, John Legend, SEPHORiA London will provide the exclusive chance of the season to discover the campaign’s festive magic in real life in a dedicated immserive area within the event.
Conceived and art-directed by Sephora as a bold expression of Sephora’s cultural relevance and creative ambition, Sephora Europe’s holiday campaign brings together music, movement and emotion to reimagine the holiday season as a moment of joy, connection and shared celebration – all of which will be expressed within SEPHORiA in a dedicated space.
Bringing the creativity and magic of the campaign off the screen and into real life, attendees will be able to immerse themselves in the universe of this year’s holiday campaign by stepping into a recording studio to sing along with “Here It Is,” the original song created exclusively by John Legend for Sephora.
More than 40 brands under one roof
With more than 40 brands present, SEPHORiA London will bring together some of the most virally-loved brands, showcasing exciting newness, gamification, and brand experiences at this edition, which will include Sephora Collection, Aestura, Anua, Byoma, Charlotte Tilbury, Commodity, Erborian, Fenty, Fugazzi, Glow Recipe, Glowery, Goa Organics, Haus Labs Hourglass, Huda Beauty, Indu, Inde Wild, Kayali, Kerastase, Laneige, Le Monde Gourmand, Lightinderm, MAC Cosmetics, Manucurist, Makeup By Mario, Marc Jacobs Beauty, Medik8, Merit, Natasha Denona, New Notes, Obart, Olaplex, One/Size , Ouai, Phlur, Rare Beauty, Saie, Sephora Collection, Shiseido, Sol De Janeiro, Summer Fridays, Tatcha, The 7 Virtues, Yepoda, Yves Saint Laurent Beauty.
Learn from the Experts with SEPHORiA’s Workshops
SEPHORiA will also continue to elevate its programming through immersive 30-minute mini workshops, giving guests the opportunity to engage directly with brands, founders and beauty experts through interactive formats. Founders such as Danessa Myricks, Marc Elrick from Byoma, Sarah Lee from Glow Recipe and Geraldine Decaux from LightInderm are slated to appear for the mini workshops, guiding guests
with their beauty insider tips, tricks and advice. Additional mini workshops from newly launched Saie and Yepoda are also scheduled for the event days.
A stronger focus on accessibility
SEPHORiA is all about bringing people together through beauty, and this year Sephora is introducing new ways to help more guests enjoy the experience in a way that feels right for them.
Building on Sephora’s Quiet Hours initiative that rolled out globally for our neurodivergent customers or clients who simply want to bring a dose of calmness to their experience, noise-reducing headphones will be available from the moment guests arrive, offering a reprieve for those who may find busy, high-energy environments overwhelming.
UK wellness partner SANCTUM will also create a dedicated wellness space within SEPHORiA – a place to pause, reset and recharge before diving back into everything the event has to offer. Guests will be invited to explore SANCTUM Digital through guided meditations and immersive audio experiences, including a special Sephora x SANCTUM meditation entitled “Beauty is Energy.”
Unique collaborations and exclusive merchandising
As a testament to celebrating the creative spirit of London, SEPHORiA has partnered with a number of noteworthy fashion and lifestyle brands to bring a truly local touch to the global event.
Award-winning British designer ASHISH has created an exclusive merchandise collaboration for SEPHORiA, while TREATS Studios, known for their playful, nostalgic personalised accessories, has created a SEPHORiA version of its virally loved alphabet charms, which will available for purchase at the event.
During the event, attendees will also get to discover some of London’s buzziest names to hit the food and beverage scene. Premium Japanese matcha brand MATCHADO will be serving up a vegan menu of matcha oat lattes and matcha sorbet, with a complimentary vegan matcha chocolate chip cookie included with every latte or sorbet purchase.
Game-changing hydration brand PUNCHY will also sample flavours of its beloved flavours that are packed with electrolytes, minerals and vitamins C and D. Award-winning Lost Sheep ICED Coffee will also sample its zero-caffeine fibre drink in a can, a first for the UK market.
