Beauty lovers, mark your calendars — Sephoria is making its return to Dubai this November.

After a wildly successful Middle Eastern debut last year, Sephora’s flagship beauty festival will once again transforming the Coca-Cola Arena into a ultra-glam wonderland. Set to be bigger, bolder, and more immersive than ever, this year's edition will see skincare, fragrance, haircare, and makeup collide in a three-day celebration of creativity, community, and serious product drops.

What is Sephoria?

Sephoria is Sephora’s immersive beauty festival, designed to celebrate the artistry, innovation, and community of the global beauty industry. Unlike a traditional trade show or shopping event, Sephoria offers a fully interactive experience where attendees can explore curated brand activations, attend live masterclasses, and engage with top beauty influencers and founders - and also pick up free product samples. It’s a space where makeup, skincare, fragrance, and haircare come to life through hands-on demos, creative installations, and exclusive product reveals.

Originally launched in Los Angeles in 2018, Sephoria has since toured cities like Paris, Shanghai, and Rio de Janeiro. Its arrival in Dubai marks a major moment for the Middle East’s beauty scene, blending international prestige with regional flair.

Sephoria Dubai 4 via ig mb team

Sephoria Dubai 1 via ig mb team

Sephoria Dubai 2 via ig mb team

Images via IG mbagencement

What can we expect this year?

This year’s edition promises over 60 interactive experiences, from masterclasses with global beauty icons to exclusive brand activations by cult favourites like Rare Beauty, Drunk Elephant, and Dyson as well as locally grown gems such as Huda Beauty and Kayali. Sephora fans and beauty lovers can expect a wide variety of immersive installations, live demos, and the kind of Instagrammable moments that turn a beauty event into a cultural phenomenon. Whether you're a seasoned pro or just discovering your signature shade, Sephoria offers something for every level of beauty obsession.

And yes — the legendary gift bags will be back.

Sephoria, November 2025
More details to come
@sephoramiddleeast

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