SEPHORiA Europe Is Coming to London With a Brand-New Beauty Metropolis Experience
SEPHORiA Europe, the annual beauty festival by Sephora, the world’s leading global prestige beauty retail brand, will arrive in London this October for its biggest European edition yet, bringing a brand-new immersive concept to the capital with beauty trends, emerging brands, exclusive experiences and a distinctly British twist.
Taking place at 180 Studios on the Strand, the two-day beauty event will transform the creative hub into a London-inspired “Beauty Metropolis”, with different areas designed around some of the city’s most recognisable neighbourhoods and urban spaces.
The new SEPHORiA concept will move beyond the traditional beauty event format, putting discovery, entertainment and real-life experiences at the centre of the journey. Beauty lovers will be able to explore the latest trends, take part in personalised workshops and services, play games across brand booths and discover new beauty launches, including brands that have not yet officially launched.
The experience will be divided into three districts: the Theater District, Underground District and Residential District. Each will offer a different atmosphere, from entertainment-led beauty experiences and trend discovery to more relaxed, personalised services inspired by everyday London life.
Adding to the London focus, SEPHORiA will feature exclusive collaborations with local brands, bringing elements of UK culture and creativity into the experience. The event will also introduce an integrated merchandise shop where visitors will be able to purchase selected discoveries from their SEPHORiA journey.
Emerging European beauty brands will also have a major role to play. SEPHORiA London will host “The Next Big Thing”, a dedicated space showcasing new beauty brands and innovations from across Europe.
The event will also reveal the first winner of the new SEPHORA Prize for European beauty incubation. Launched in June, the initiative will support promising European beauty brands and innovative concepts, with the winning brand receiving a platform to grow its presence with Sephora. Visitors attending the public days will be able to discover the winner at SEPHORiA itself.
Sephora will also bring its sustainability and inclusivity initiatives into the experience. Visitors with sensory sensitivities will be able to use noise-cancelling headphones as part of Sephora’s ongoing focus on calmer shopping experiences, while an interactive Clean at Sephora experience will explore how shoppers can find products that align with their individual needs and values.
“SEPHORiA Europe is an unparalleled platform designed for the launch of the most daring innovations from our partner brands, offering our clients exclusive access to the very best in the industry. This unique gathering fosters an environment conducive to discovery and inspiration, reinforcing Sephora’s role as the ultimate partner of launching brands. Our decision to bring this edition to London reflects our strategic commitment and accelerated development in this vibrant city, which we increasingly recognize as a pivotal hub for our growth. Furthermore, SEPHORiA is where excellence is recognized, and we are proud to announce that this event will culminate in the revelation of the winner of our SEPHORA Prize award, marking a key moment for SEPHORA”, said Catherine Spindler, Europe and Middle East President at SEPHORA.
Sarah Boyd, UK Managing Director at SEPHORA said: “We are absolutely thrilled and deeply honored to host SEPHORiA Europe in London this year. This edition is not just an event; it’s a vibrant celebration reflective of the UK culture, bringing to the forefront the distinctive creativity and dynamic spirit that this region embodies. Building on our commitment of leveraging hyper local culture, we have brought together exclusive local collaborations that will truly underscore the uniqueness of this SEPHORiA edition. Having the event here in London allows us to celebrate the incredible energy of the UK since our successful launch in market, and more importantly, all our passionate clients across the country. It’s a landmark moment for beauty in the UK, and we can’t wait to welcome everyone”.
“SEPHORiA has always been about bringing our beauty community closer to the brands, products and trends they love” said Deborah Yeh, Global Chief Marketing Officer at Sephora. “With this new theme of a Beauty Metropolis within SEPHORiA, we’re intentionally redefining what a beauty event can be— shifting away from a model centered on the haul to one even more rooted in experience, connection and entertainment. This edition is designed to feel more like a living beauty world. There will still be amazing swag, but we are also dialing up the experience to ensure that SEPHORiA creates memories, offers moments of IRL connection, and sparks new ideas that inspire our beauty community.”
With SEPHORiA Europe heading to London for the first time, this edition will combine the global beauty festival format with local collaborations, emerging brands and a city-inspired setting, creating a new way to experience the beauty trends and brands shaping the industry for an unparalleled, immersive experience.
When: 16–17 October 2026
SEPHORiA Ticket Sessions
Friday 17th October – MySephora Gold Member Slot Only
- 1:30pm – 4:30pm
Friday 17th October – General Admission
- 5:00pm – 8:00pm
Saturday 18th October – General Admission
- 8:30am – 11:30am
- 12:00pm – 3:00pm
- 3:30pm – 6:30pm
- 7:00pm – 10:00pm
Where: 180 Studios, Strand, London WC2R 0DT
What: A ticketed immersive beauty experience featuring beauty trends, unreleased brands, workshops, personalised services, local collaborations, games, exclusive merchandise, European emerging brands and the reveal of the first SEPHORA Prize for European beauty incubation winner.
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