Last year, Sephoria made its Middle Eastern debut in Dubai and instantly became the beauty event of the season. Now, it’s coming back for round two, and this time it’s supercharged. Think less trade show, more fever dream for anyone who’s ever gotten lost in the black-and-white aisles of a Sephora store.
Set to take over Al Wasl Plaza at Expo City from November 20–22, Sephoria is back with 70+ brand activations, immersive “dimensions,” and the kind of sensory overload that makes you forget you only came for a new lipstick. Sephora Collection, Huda Beauty, Kayali, Fenty Beauty, Glossier, Makeup by Mario, and Dyson are just a few of the names on the lineup.
You can also expect masterclasses with industry legends, selfie-friendly installations, and a community that treats makeup as both armor and art across three days. “Across the GCC, we see an inspiring blend of tradition and trendsetting,” said Hasmik Panossian, Managing Director of Sephora Middle East. “This year, we’ve created an immersive experience that celebrates our diverse community and empowers every individual to show up as their most authentic self.”
Last year, Sephoria made its Dubai debut at the Coca-Cola Arena, transforming the venue into a hyper-saturated playground of brand booths, exclusive launches, and influencer sightings. For three days, it felt less like a convention and more like a beauty carnival—queues snaking around the arena, creators livestreaming every glittery corner, and masterclasses that had fans sprinting for front row seats.
Tickets are available now, with options ranging from single-day access (AED 300) to a three-day VIP pass (AED 600) that promises early entry, masterclass priority, and next-level swag bags. If you still need a little bit of convincing, allow us to just add that last year’s VIP goodie bag (it was actually a Sephora-branded carryon suitcase) was filled to the brim with AED 1500 worth of makeup, hair, nail, and skincare products from the likes of Caudalie, Dolce & Gabbana, Sunday Riley, Clinique, Supergoop!, Dr. Jart+, K18, Rare Beauty, and more. Convinced now?
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