Sephora to bring 'Sephoria' beauty festival to London for first UK edition

Sephora has confirmed that its global beauty festival, Sephoria, will be held in the UK for the first time this October, with a two-day ticketed event taking place at 180 Studios in London.

Sephoria Europe is scheduled for 16-17 October 2026 and will be built around a new "Sephoria Beauty Metropolis" concept. The event is intended to celebrate beauty through a format inspired by UK culture and creativity.

The festival will feature a series of immersive districts designed to represent different areas of the beauty industry. According to Sephora, these spaces will reflect London's energy and creative spirit while offering attendees opportunities to explore products, trends and experiences.

The programme is set to include masterclasses, creator appearances and collaborations with local brands. The event will also host the announcement of Sephora's first European beauty incubation prize winner, a new initiative aimed at supporting emerging beauty businesses across the region.

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."

The London edition comes as Sephora continues to expand its presence in the UK through both its growing store network and e-commerce platform. The event is expected to support the retailer's efforts to increase brand awareness and strengthen engagement with UK beauty consumers.

Tickets are expected to be available through the Sephoria London page on Sephora UK's website, where the event is already being promoted. Further details regarding participating brands, creators and the full programme have yet to be announced.

Sarah Boyd, Managing Director of Sephora UK, said: "We are absolutely thrilled and deeply honoured to host Sephoria Europe in London this year.

"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.

"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 the market, and more importantly, all our passionate clients across the country.

"It is a landmark moment for beauty in the UK, and we cannot wait to welcome everyone."