EXCLUSIVE: Sephora’s Annual Beauty Bazaar, Sephoria, Is Coming to Atlanta

Sephoria is making its Atlanta debut.

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The two-day beauty bazaar hosted by Sephora will be held at Pullman Yards on Sept. 27 and 28, featuring more than 50 brand activations and masterclasses led by pros from brands including Fenty Beauty, Dr. Dennis Gross Skincare and Danessa Myricks on behalf of her eponymous makeup brand.

The event, which first debuted in 2018 in Los Angeles, drew more than 4,200 attendees to its in-person return last year in New York after two years of being held virtually. 2023 marked the brand’s first hybrid iteration, with more than 90,000 users remotely tapping into an online, gamified experience; this fall, the event will solely be held in-person.

“Our mission has always been to bring the joy of beauty to diverse cities globally, and Atlanta perfectly embodies the vibrant and immersive spirit that has and will always define our event,” said Jessica Stacey, senior vice president of external communications, experiential and marketing partnerships at Sephora in an email to Beauty Inc.

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Among the 50-plus brands curating booths for the festival, which is themed “Beauty Funhouse” this year, are Drunk Elephant, Charlotte Tilbury, Tarte Cosmetics, Pattern Beauty, Dermalogica, Ami Colé, Phlur, Fable & Mane, Valentino Beauty, The 7 Virtues, Ouai and Rare Beauty, the latter of which will also host a masterclass.

A three-hour morning session and afternoon session will take place per day of the festival, for which tickets will be available for purchase in two tiers beginning Tuesday. General admission goes for $135 per session; VIP tickets retail for $420 and include perks such as a dedicated entrance, one-hour early entry, a lounge with photo opportunities and beauty services and a greater-value swag bag.

At last year’s festival , hits included a spin-the-wheel freebie activation by Danessa Myricks; virtual NARS ambassadors who engaged with guests about both product and the weather — “I managed to escape [the rain] because I’m in the metaverse,” explained computer-generated ambassador Chelsea during a particularly damp Day One — and “skin care cocktailing” at Drunk Elephant, wherein experts ascertained personalized regimen recommendations for guests.

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