Sephora to host its first beauty convention

Beauty omni-retailer Sephora will hold its first beauty convention, Sephoria: House of Beauty, on October 20 and 21. The convention will take place inside The Majestic Downtown in Los Angeles.

Marking Sephora's 20th anniversary in the United States, the company said the convention will be "a highly-immersive two-day beauty event that fuses high-touch physical and digital experiences."

The convention schedule includes a variety of special features, including live classes with beauty industry stars and product customization. In addition, Sephoria will host several beauty activations featuring over 50 brands, including an indoor garden by La Mer, IT Cosmetics, Gucci, Glamglow and Viktor&Rolf and a skincare station called "The Suds Room."

The roster of celebrity guests is set to include Becca spokesperson Chrissy Teigen, Fenty Beauty's global makeup artist Priscilla Ono, as well as and DJs like Gryffin, Daya and K.Flay, who will perform sets throughout the weekend.

With this convention, Sephora joins the experiential bandwagon as companies and brands, like Zalando, Anya Hindmarch and Refinery29, attempt to cut through the saturated fashion and beauty landscape with increasingly exclusive and Instagrammable events.

Tickets for Sephoria: House of Beauty are still on sale, and are available in three tiers of exclusivity with increasing bonuses.

Future information will be posted on Sephora's social media channels as well as the event's website.

Sephora to host its first beauty convention

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