Sephora’s iconic global beauty festival is landing in the UK for the very first time – and it’s bigger than anything the country has seen before. SEPHORiA Beauty Metropolis is coming to London on 16 and 17 October 2026, and if you’ve ever wanted to step inside a living, breathing beauty world packed with brands, masterclasses, and exclusive product reveals, this is it.
Here’s everything you need to know…
What Is SEPHORiA?
SEPHORiA is Sephora’s annual in-person beauty celebration that tours multiple cities around the world. It’s part festival, part product discovery event, part masterclass series – and entirely unlike anything else in the beauty calendar.
Sephora has previously hosted the festival in cities including Los Angeles, where tickets sold out rapidly and attendees left with swag bags worth hundreds of pounds. The London edition marks the first time the event has ever come to Europe, making it a genuinely landmark moment for UK beauty fans.
The 2026 edition carries a new concept: SEPHORiA Beauty Metropolis. Rather than a traditional expo format, Sephora has created the event to feel like a city in its own right – a beauty metropolis where each area of the space represents a different district with its own mood, focus, and experiences. Think immersive installations, discovery zones, and hands-on moments rather than rows of brand stands.
When Is Sephoria UK 2026?
Dates: Friday 16 October and Saturday 17 October 2026
Venue: 180 Studios, 180 The Strand, London WC2R 1EA
180 Studios is one of London’s most celebrated creative spaces, situated on the Strand between the West End and the South Bank. It has hosted major cultural events and brand experiences for some of the world’s biggest names, making it a fitting backdrop for Sephora’s first UK festival.
What Can You Expect at SEPHORiA Beauty Metropolis?
The Beauty Metropolis concept divides the event into themed districts, each reflecting a different corner of the beauty world. While the organisers are still confirming the full programme, here is what has been announced so far:
Immersive brand installations
Major beauty brands take over dedicated spaces with interactive experiences that go well beyond a standard product demo. Expect to try, test, and discover rather than simply browse.
Masterclasses with beauty experts
Leading names from the beauty industry lead a programme of masterclasses, including makeup artists and skincare specialists.
Creator appearances
Beauty content creators and influencers join the programme, with opportunities to meet, watch, and learn from the people shaping beauty culture online.
The Next Big Thing
A dedicated area spotlights emerging European beauty brands – many of which have yet to launch in Sephora stores – giving attendees a genuine first look at what’s coming next.
The Sephora Prize Reveal
Sephoria London hosts the announcement of the winner of Sephora’s first-ever European beauty incubation prize. Open to indie brands across the UK and Europe, the winner receives a three-year support package including R&D guidance, mentoring, and a European launch through The Next Big Thing campaign, before launching across Sephora’s European stores in 2027.
Exclusive local collaborations
Sephora UK Managing Director Sarah Boyd has confirmed exclusive collaborations with local brands, putting the creativity and energy of the UK beauty scene front and centre.
A gift bag
Based on previous Sephoria editions in the US, where swag bags reached values of $700 or more for General Admission, expectations are high.
What Has Sephora Said About the Event?
Chief Marketing Officer at Sephora
Deborah Yeh, Global Chief Marketing Officer at Sephora, said:
“Sephoria has always been about bringing our beauty community closer to the brands, products and trends they love. With Sephoria Beauty Metropolis, we are intentionally redefining what a beauty event can be – shifting away from a model centred 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.”
Managing Director at Sephora
Sarah Boyd, Managing Director of Sephora UK, added:
“This edition is not just an event; it is a vibrant celebration reflective of the UK culture, bringing to the forefront the distinctive creativity and dynamic spirit that this region embodies. It is a landmark moment for beauty in the UK, and we cannot wait to welcome everyone.”
How to Get Tickets for SEPHORiA London 2026
Tickets for Sephoria UK are expected to go on sale in late summer 2026. Pricing has not yet been confirmed for the London edition.
A waitlist is already open on Sephora’s UK website. Joining the waitlist means you’ll be among the first to hear when tickets are released and get access to pricing and availability information as soon as it goes live.
To join the waitlist, visit sephora.co.uk/sephoria.
Given how quickly previous Sephoria editions have sold out – and the fact this is the first UK event – demand is expected to be significant. Getting on the waitlist now is the best way to make sure you don’t miss out.
Why Is This Such a Big Deal for UK Beauty Fans?
Sephora relaunched in the UK in 2023 after a lengthy absence, becoming one of British beauty retail’s biggest stories. The arrival of Sephoria takes that commitment several steps further.
For UK beauty fans, this is the first time Sephoria has ever been accessible without a transatlantic flight. For the British beauty industry, it signals London’s growing global beauty status. It also reflects Sephora’s long-term investment in the UK market.
The Beauty Metropolis concept, Sephora Prize reveal, and emerging local brands make this edition unlike any previous Sephoria event. It’s not simply a US event transplanted to London – it has been designed with UK culture at its core.
If you’re travelling to London for the festival, plan a full day. London’s attractions easily fill the hours before or after the event.
Sephoria UK 2026: Key Details at a Glance
| Detail | Information |
|---|---|
| Dates | 16-17 October 2026 |
| Venue | 180 Studios, 180 The Strand, London |
| Ticket sale date | Late summer 2026 (TBC) |
| Waitlist | Open now at sephora.co.uk/sephoria |
| Ticket price | To be confirmed |
| Highlights | Masterclasses, brand activations, The Next Big Thing, Sephora Prize reveal, gift bag |
Sephoria takes place just before half term, making it the perfect excuse for a longer London break. We’ve rounded up the best things to do in October half term across the UK, including plenty of family-friendly ideas right in the capital.
Stay Updated
Full brand, creator, and programme details are still to be announced. Follow Sephora UK on social media and keep an eye on sephora.co.uk/sephoria for updates as they are released.
In the meantime, explore our guide to days out in Greater London for inspiration on what else to see and do when you visit.”
FAQS
What is SEPHORiA Beauty Metropolis?
SEPHORiA is Sephora’s annual in-person beauty festival, combining immersive brand installations, masterclasses with industry experts, creator appearances, and exclusive product reveals. The 2026 edition – SEPHORiA Beauty Metropolis – is designed to feel like a living beauty city, with themed districts rather than a traditional expo layout. It is the first time the event has ever come to Europe.
How do I get tickets for SEPHORiA London?
Tickets are expected to go on sale in late summer 2026. Pricing has not yet been confirmed. A waitlist is currently open at sephora.co.uk/sephoria – joining now means you’ll be among the first to hear when tickets are released.
What can I expect at the event?
The festival includes immersive brand activations, expert-led masterclasses, beauty creator appearances, a dedicated area spotlighting emerging European brands (The Next Big Thing), and the announcement of Sephora’s first European beauty incubation prize winner. Attendees will also receive a gift bag – previous US editions have included bags worth $700 or more.
Is SEPHORiA suitable for families and younger attendees?
SEPHORiA is primarily a beauty festival aimed at beauty enthusiasts and fans of the Sephora brand. The event has not yet confirmed age restrictions for the London edition. Check sephora.co.uk/sephoria for the latest guidance before booking.
Note: Details are correct as of June 2026. Ticket prices, the full programme, and participating brands have not yet been officially confirmed. Check Sephora UK’s website for the latest information.