Sephoria, the third edition of the pop-up beauty festival by LVMH-owned beauty retailer Sephora, took place at the Maison de la Mutualité in Paris’ 5th arrondissement.
LVMH Moët Hennessy Louis Vuitton-owned beauty retailer Sephora opened the third annual Sephoria at the Maison de la Mutualité in Paris’ 5th arrondissement, last week. Tickets to the two-day event were priced at €85 and reportedly sold out within ten minutes as it included access to masterclasses by beauty icons; exclusive products from favorite brands; an entry to unique immersive spaces; grid-worthy photo opportunities; invitation to connect with a beauty community; and a legendary swag bag.
Following the success of its previous editions, Sephoria was one of the most eagerly awaited pop-up beauty events in Paris. The Paris 2025 edition featured an intergalactic theme, with photo opportunities in a mock spaceship and sprawling spaces dedicated to beauty brands including fragrance maker Kayali, skincare line Byoma and new European indie brands including Glowery Sorority, Yepoda and Goa Organics. K-beauty brands Aestura, Laneige and Beauty of Joseon commanded floor space.
Per Paris Select Book: ‘This return to Paris is no coincidence. With over 4,000 visitors to the previous edition, the capital has confirmed its position as a strategic hub for Sephora’s glocal strategy. Each stage of the Sephoria tour offers a specific program, tailored to the local market while retaining an international outlook. It’s a clever way of meeting regional expectations while nurturing a global brand image.’
Masterclasses were held during the Paris edition by Byoma Kérastase, Sephora Collection, and Tatcha. The space featured fragrance maker Kayali, skincare line Byoma and new European indie brands Glowery Sorority, Yepoda and Goa Organics. In addition to interactive photo opportunities, the booths were styled to complement each brand’s aesthetic, with product samples and free products available.
What Is Sephoria?
Sephoria is a global beauty festival through a local lens. It is a unique experience, marked by creativity, and celebration, where consumers can discover the best of beauty and the latest trends. Originally launched in 2018 in Los Angeles, Sephoria has gotten bigger and more interactive over time. This year alone, it hosted pop-ups in Shanghai and Milan, with events in Dubai and the US scheduled for November and early 2026. Previous locations include Atlanta, New York and Rio de Janiero.
About Sephora
French multinational retailer Sephora has transformed the way women shop for personal care and cosmetics and giving the traditional department store counter solid competition. Owned by LVMH Moët Hennessy Louis Vuitton today, Sephora was founded in France by Dominique Mandonnaud in 1970 and is defined by its unique open-sell environment with an assortment of products from carefully curated brands including Sephora’s own line.
Sephora’s ascent has a lot to do with Mandonnaud’s approach to merchandising. The “assisted self-service” experience encouraging consumers to test products before purchase has evolved Sephora into a powerful global brand. And- with wall-to-wall lipsticks- lotions- highlighters- perfumes—what’s not to love? Before Sephora- the standard operation model was of products locked in cases! Of course credit also goes to its continually evolving offering including both prolific and niche brands, and its own line of make-up- skincare and beauty tools.
Sephora opened its first United States store in New York in 1998, its first Canadian store in Toronto in 2004 and the first Australian Sephora store in 2014. Its North American headquarters is in New York with corporate offices in San Francisco and Montréal. Today the chain operates over 2,700 stores worldwide. Its philanthropic arm- Sephora Stands- is supporting women-owned brands with its beauty incubator ‘Accelerate’ which teaches makeup application to cancer patients, the transgender community and employees suffering from domestic violence.
Sephora has a diversity and inclusion mission: To never stop championing all beauty fearlessly and building inclusive environments for our employees, consumers, and communities. In 2020 Sephora launched “Diversity and Inclusion Heart Journey” to support its vision of becoming the Diversity- Inclusion- and Equity Champion in the retail industry.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
