Sephora is the ultimate beauty destination for the girls. And for good reason.

The multinational retailer understands not only what’s needed to stay on the cusp of the latest beauty launches and trends, but also how to keep their customers (better known as Beauty Insiders, VIBs, and Rouge members) engaged at all times.

Hence, SEPHORiA: Virtual House of Beauty.

SEPHORiA is the brand’s “biggest and most inclusive beauty event of the year,” taking place on Sunday, September 18th from 10 AM – 2 PM PST/1 PM – 5 PM EST.

The free, one-of-a-kind, 3D event features “an interactive beauty ‘house’ with multiple rooms to explore, full of exclusive content from some of Sephora’s most-loved brands, beauty icons, and surprise guests.”

According to an exclusive press release, “this year’s event includes new and innovative programming that continues to celebrate diversity, foster inclusivity, and highlight Sephora’s differentiated product assortment.”

SEPHORiA attendees (within the United States) will get to experience a “new point-earn platform with the ability to accrue Beauty Insider points as prizes for playing games throughout the space.” And during the event, attendees will be able to engage with brand founders, Sephora experts, and other content creators through new live-chat capabilities.

Metaverse integration is also an option for those interested. A unique P.O.A.P (Proof of Attendance Protocol) will be redeemable upon entering the space which can be added to Crypto wallets for free.

According to the press release, “this year’s program will also expand globally for the first time, with beauty enthusiasts from Canada, France, Spain, and Italy able to take part in the SEPHORiA experience.”

“Following a successful virtual event last year, we are thrilled to bring SEPHORiA back again this year to even more visitors from around the globe,” says Jessica Stacey, SVP External Communications + Experiential Marketing at Sephora. “Not only will this year’s event reach the US, Canada, France, Spain, and Italy, but we also have enhanced experiences to ensure SEPHORiA is the most interactive, and inclusive virtual event for the Sephora community, with unparalleled access to exclusive content, founders, product sneak-peeks and, engaging gamification. We look forward to welcoming clients back into the (virtual) world of SEPHORiA and know they will be surprised to see what we have planned.”


View this post on Instagram


A post shared by Sephora (@sephora)

Check out the virtual houses that the event will feature below!

The Foyer

A greeting area and central hub for attendees that offers helpful resources, complete with a 3D map and events schedule, a concierge desk with Beauty Insider information and registration, a prize booth with details on point-earn opportunities, and a reveal of the exclusive P.O.A.P that can be claimed upon entry.

Home Theater

The main stage is where attendees can learn about Sephora’s hottest products + brands by exploring exclusive masterclasses and interacting with talent using the new live-chat feature. This space will offer shoppable touchpoints and the ability to participate in interactive games.

Featuring: Sephora Collection, Danessa Myricks Beauty, HAUS LABS BY LADY GAGA, Tatcha, CAY SKIN, and KAYALI. 

La Sala

Newly added for 2022, La Sala (the family room) will spotlight BIPOC and Latin-owned beauty brands + brand talent and their heritage, with exclusive content conducted in both Spanish and English with subtitles.

Featuring: Rare Beauty by Selena Gomez, beautyblender, NARS, Fenty Beauty by Rihanna, JLo Beauty, Tata Harper, Ceremonia, and ABBOTT.


A new destination where attendees can get a first look at what’s cooking for holiday,

complete with gifting tips from Sephora’s Beauty Directors and special holiday segments from the #SephoraSquad.

Featuring: Charlotte Tilbury, Too Faced, GXVE BY GWEN STEFANI, ONE/SIZE by Patrick Starrr, Sol de Janeiro, First Aid Beauty, amika, PATTERN by Tracee Ellis Ross, Maison Margiela, ‘Replica’, and Yves Saint Laurent.

The Spa

A cool and calm self-care space for attendees to reflect and treat themselves with wellness-focused activities like meditation, facial exercises, aura readings, and more.

Featuring: Dr. Dennis Gross Skincare, Shani Darden Skin Care, Crown Affair, PHLUR, and FORVR Mood.


An area to explore and discover the newest innovations to come out of Sephora’s most notable Clean and Clean + Planet-Positive brands, including product ingredients and sustainability practices. Attendees can participate in live polling to help create clean make-up looks with Sephora’s Beauty Directors, test themselves on Sephora’s efforts to have a positive global footprint, and more.

Featuring: MILK MAKEUP, ROSE INC, Farmacy, Glow Recipe, The INKEY List, Briogeo, Fable & Mane, Ellis Brooklyn, and The 7 Virtues.


The party returns in the Backyard presented by the Sephora Credit Card Program, with more games, more surprises, and more fun! This is the go-to place to celebrate all things beauty with games, XR photo experiences, special guests, and more.


To register for SEPHORiA: Virtual House of Beauty and learn more about the event, visit and follow @Sephora and #SEPHORiA on social for more updates.