Sephoria Europe, the event organised in Paris by selective perfumery chain Sephora, will be held again in the French capital on October 4-5, almost one year to the day after its first Parisian edition, which attracted 3,600 visitors. The second European edition of the event staged by the LVMH group’s chain will be hosted by the Maison de la Mutualité, a 3,500-square-metre venue on three floors located at 24 rue Saint-Victor, Paris.

At the Maison de la Mutualité, Sephora will showcase its world of cosmetics: make-up, skincare, hair care, fragrances, the full range of the Sephora Collection brand, and new products for Christmas 2024.

For two days, 45 brands including Glow Recipe, Lancôme, Fenty Skin and Haus Lab by Lady Gaga will showcase their collections to visitors. The event will feature cosmetics masterclasses, for example by Pat McGrath, founder of the eponymous make-up brand, private consultations with brand founders and experts, live events, and a pop-up café.

Registrations for Sephoria Europe’s new edition open on September 3 for the chain’s Gold customers (admission price €35) and on September 5 for the general public (admission price €55), subject to availability. A gift bag containing products will be given to all visitors.

Sephoria’s inaugural edition was held in 2018 in the USA, and since 2023 the event is being staged in some of the chain’s other key markets. On September 27-28, Sephoria will be held in Atlanta, USA, on October 24-27 in Shanghai, China, on November 6-8 in Dubai, and on November 1-3 it will be held for the first time ever in Brazil, in Rio de Janeiro. From October 8 to 14, the Sephora store on the Champs-Élysées in Paris will host a special week inspired by Sephoria.

Sephora was bought by LVMH in 2017, and currently operates 3,000 stores worldwide. According to beauty industry experts, in 2023 it generated a revenue of more than €14.35 billion, and it plans to reach €20 billion in the medium term. To do this, Sephora is keen to expand in China, a market where consumption is still weak and where Sephora is actually set to cut some jobs.