THE WHAT? Sephora has announced the return of its SEPHORiA event as a new virtual experience. Sephoria: Virtual House of Beauty will be hosted in a 3D game-like environment featuring an interactive beauty house with multiple rooms to explore.

THE DETAILS The free event will take place on September 18 with attendees asked to register in advance to gain access to live and pre-recorded content from the LVMH retailer’s most-loved brands, beauty icons and surprise guests. In addition, participants can purchase an Experience Kit featuring full- and travel-size products.

More than 30 brands will participate in the event, which comprises five virtual rooms from a Home Theater, streaming masterclasses; to a Family Room for roundtable discussions; a Loft for micro-communities; Sunroom for clean beauty; and Backyard for get-togethers and celebrations.

THE WHY? Deborah Yeh, Chief Marketing Officer at Sephora, explains, “We are thrilled to re-introduce SEPHORiA this year and bring our clients a unique, innovative, and more inclusive beauty experience. 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.”