Sephora is bringing back Sephoria, its biggest beauty event of the year, but this time as a virtual experience.  This year’s event will feature a 3D game-like environment inside an interactive beauty “house” comprised of multiple rooms to explore beauty, brands and founders. The event is free and will take place on September 18 from 10 a.m. to 1 p.m. PST and 1 p.m. to 4 p.m. EST. Registration is currently live.

“In 2021, we felt it was important to have a moment of joy with our clients and we’ve worked hard to recreate the special SEPHORiA environment our clients know and love, by delivering an unmatched virtual experience that they can enjoy free, from anywhere. We look forward to welcoming back clients into the (virtual) world of SEPHORiA,” said Deborah Yeh.

Attendees will have access to both live and pre-recorded content from some of Sephora’s best-selling brands, beauty icons, and other surprise guests. Attendees can also “meet” brand founders and experts, play virtual games with chances to win Sephora swag, take selfies in virtual photo booths and more. More than 30 brands are participating – including several that are new to Sephora. The activation will include:

  • Home Theater: A spotlight on Sephora’s hottest new products + brands, with masterclasses and special tutorials by brand founders and global artists. Participating brands will include FORVR Mood, Danessa Myricks Beauty, FENTY Beauty by Rihanna, PATRICK TA, Shani Darden Skin Care, and Sephora Collection.
  • Family Room:A space for ‘real talk’ conversations and reflections, including a roundtable discussion with former Accelerate brand founders. Here users can experience Tatcha, BREAD Beauty Supply, Topicals and a selection of Sephora’s 2021 Accelerate brands.
  • Loft: A place to connect and network live with micro-communities and SEPHORiA talent on several trending beauty topics. Brands in the Loft include amika,  Dennis Gross Skincare, The Phluid Project, FENTY BEAUTY by Rihanna, Rare Beauty by Selena Gomez, Sephora’s Beauty Directors, and members of the newest #SephoraSquad.
  • Sunroom: A space to explore and discover Sephora’s most notable clean and sustainable products with pre-recorded routines, tutorials, and brand stories. Brands in the Sunroom include ILIA, Saie, Kosas, ITEM Beauty by Addison Rae*, Milk Makeup, Biossance, Summer Fridays, Tatcha, Selfless by Hyram, The Inkey List, Fable & Mane, dae, BREAD Beauty Supply, adwoa Beauty, Briogeo, JVN Hair*, The 7 Virtues, Floral Street, Skylar, and Ellis Brooklyn.
  • Backyard: A place to get together and celebrate with brands including Gucci, JVN Hair, Gisou, and more.

Registered attendees will receive full access to the beauty house, and can opt-in to purchase an Experience Kit for $40, a $150 value that includes full- and travel-size product from a selection of participating brands. Experience Kits are available in limited quantities, while supplies last. Sponsors of this year’s SEPHORiA: Virtual House of Beauty include Obe Fitness + ThirdLove, who will be offering exclusive and unique experiences for all SEPHORiA guests.