Everything that happened at SEPHORiA, the Sephora party

SEPHORiA stands out from afar. You recognize it by its colors, the crowd, and the excitement in the air as soon as you turn the corner of Piazza Lina Bo Bardi. Once inside, it's an explosion of pink, neon, and mirrors—an entrance into a dreamy parallel dimension where the beauty world reigns supreme. A three-day festival in the heart of Milan, with tickets selling out in just a few minutes. An event designed to immerse yourself, experiment, touch, listen, smell, toss, and pick—a place where beauty lovers (and beyond) can find their must-have product, try upcoming releases, discover innovations, and get lost in the endless shades of the Sephora universe.

Beyond the (obvious, yet always appreciated) skincare and beauty brands, each setting up their booths with creativity—think of Yepoda, a new Sephora entry that transformed its stand into a Korean konbini, offering the chance to win a fruit drink in a colorful cup—the true magic of SEPHORiA (and Sephora itself) lies in the creation of an open, inclusive, passionate, and curious community. A community that couldn't wait to gather for the first time in Milan after stops in Atlanta, Paris, Shanghai, Rio de Janeiro, and Dubai.

Masterclasses & Experiences

Three thousand square meters and 35 corners to explore, but above all, the experiences—an essential added value. Consider the eight masterclasses, a unique opportunity to meet makeup masters and brand founders; the photo opportunities to capture moments with old and new friends (our favorites? The Vespa scene with Milan’s skyline and the beauty blender pool); and the experiential corners where visitors could consult the Sephora Pro Team for tips on makeup, hair, and nails—or simply enjoy a hairstyling session, manicure, or makeover.

The feeling is that Sephora, with SEPHORiA, has pinpointed its audience's favorite aspects, focusing on skincare meeting makeup (perfectly embodied by stands like Kosas and Byoma) through hybrid products, the new skin analysis tool Skin and Shade Diagnosis, and a corner dedicated to travel-size products—a long-time favorite among Sephora fans. However, above all else, the real experience is the community. The conversations and laughter shared while waiting in line, the common language of beauty lovers, the sense of belonging, the chatter about products and techniques: "Have you tried this? Would you recommend it? What did you win? What did the expert say?" These are the most overheard questions, proving that beauty is many things—but above all, it's a shared and participatory experience, just like SEPHORiA.