Sephora has announced the return of SEPHORiA Europe in 2026, which will take place in London for the first time, marking a new chapter for the retailer’s immersive beauty event.
Set to take place on 16-17 October at 180 Studios on the Strand, the event will introduce a new concept, the SEPHORiA Beauty Metropolis. The experience is designed to place beauty trend discovery, creativity and innovation at the centre of the consumer journey, with a distinctly local cultural influence.
SEPHORiA London will feature immersive environments, workshops and brand activations, offering attendees early access to new and unreleased beauty brands. The event aims to provide a platform for discovery, bringing together emerging and established brands within a highly experiential format.
A key feature of this year’s edition will be a focus on European brand incubation. Sephora will unveil the first winner of its new SEPHORA Prize, an initiative designed to support and scale emerging beauty brands across Europe. The event will also include a dedicated “The Next Big Thing” space, showcasing a selection of new European brands identified for their innovation potential.
Beyond product discovery, SEPHORiA will offer opportunities for brands to engage directly with consumers and beauty professionals through personalised experiences and educational sessions, reinforcing the event’s role as a hub for industry connection and insight exchange.
“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”, said Sarah Boyd, UK Managing Director at SEPHORA
