Sephora brings beauty festival back to LA

Sephora has big plans for Los Angeles this fall. The beauty giant is bringing its ‘Sephoria: House of Beauty' festival event set to the masses for the second time this September, uniting beauty buffs and brand at the city's Shrine Auditorium and Expo Hall.

Visitors will be able to access to new products, as well as meet brand founders, lifestyle experts and influencers. Fenty, TooFaced, Charlotte Tilbury and Benefit are among the brands set to preview new products exclusively at the event, while beauty experts from brands such as Glow Recipe, Patrick Ta and Marc Jacobs Beauty will be offering masterclasses over the course of the weekend.

The 'House' will feature 16 interactive rooms, including a home spa, a glam game room and a lip lounge for creating customized lip products. 

"Our first-ever SEPHORiA was met with incredible enthusiasm that really underscored how meaningful these real-life moments of connection are for our clients," said Deborah Yeh, CMO, Sephora, in a statement, adding: "The experience is bigger than ever, but still with the commitment to creating community, fostering 1:1 connection, and welcoming and celebrating the uniqueness of every attendee who joins us. This is the great Sephora meet-up."

Sephoria will run from September 7-8. For more information and tickets, see www.sephoria.com.