Sephora

itsfi · ‎03-25-2026

Thought it would be fun to hear from those who attended SEPHORiA 2026 Los Angeles about some of their faves (and, in some instances, fails) from the event. They don't call this "Sephora's iconic beauty festival" for no reason - there's A LOT to take in. I know there's a survey that has gone out in the past but I thought I'd put together a handful of questions to help breakdown the biggest winners and best moments from this year's SEPHORiA for the BIC. Will be back soon to share my thoughts as well.

Prelim question: Was this your first SEPHORiA?

1. List up to three (3) brands that you felt had the best giveaways at their booth (list the giveaway, too).

2. Identify your favorite 2 booth set ups / layouts. Why were they your favorites?

3. Which 2 booths had the best games in your opinion? Why did you like them?

4. What was your favorite product from the swag bag(s)? Also indicate if you received the General Admission or VIP swag bag.

5. Sephora merch store

(a) Did you stop by the merch store?

(b) Did you buy anything? If so, what did you get?

(c) What did you think of the selection of merch available for purchase?

(d) What, if anything, would you have liked to have seen available at the merch store?

6. What was/were your favorite moment(s) at SEPHORiA 2026? (This could also include a favorite moment leading up to the event, during the event, or immediately after it. It could also be something you observed, overheard, etc.)

7. Was there anything (booth, admin, set up, etc.) about SEPHORiA 2026 that underwhelmed you?

8. Knowing what you know now about SEPHORiA 2026, if you could redo it again, what, if anything, would you have done differently? (i.e., spend more / less time doing X; try for Session __; skip ____; etc.)

9. What did you like (or not like) about SEPHORiA being on the West Coast this year?

10. Did you like having SEPHORiA in March this year (vs. September in years past)? Why or Why not?

11. Based on this year's SEPHORiA, will you try to go again in the future (be in 2027 or 2028 or ...)?

12. Where would you like to see the next SEPHORiA North America event take place?

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Image credit: sephoria.com

itsfi · ‎03-28-2026

@jaky1, great to hear you enjoyed your time at SEPHORiA this year. I'm not following your comment regarding returns and new products - you're talking about purchases made at The Merch Shop at SEPHORiA, yes? My understanding is that the terms and conditions for purchases made there were printed on the signage at the store - on the counter and on stands near where you would line up to wait your turn. My recollection is that all sales for products are final.

itsfi · ‎03-27-2026

Prelim question: Was this your first SEPHORiA?

No, I've been to other SEPHORiA events, all in the US.

1. List up to three (3) brands that you felt had the best giveaways at their booth (list the giveaway, too).

Makeup by Mario (no game play required) - full size blush, your choice of shade among the ones they had available

Summer Fridays (no game play required) - the tote was adorable and included a charm. I appreciated that they also included mini's of their most well known products (Jet Lag Mask and lip balm) as well as their two most recent launches (eye mask and a sample of their new fragrance). There was also the option to win another product (possibly, a full size?) with the claw machine game.

Touchland (no game play required) - a Body & Hair Fragrance Mist in the scent of your choice. They also had a claw machine game you could play to win another product as well as the Whack A Mole game (no prize with that one but it tied into the booth's theme).

Honorable Mention: Haus Labs (no game play required) - you were shade matched to their foundation and given a deluxe size sample to take home with you in a cute tin. I have a feeling the shade I received is a bit off but I like that they were giving out samples for folks to try. This I thought would be a nice one for attendees who do not have a brick-and-mortar store near them or a store that carries Haus Labs.

2. Identify your favorite 2 booth set ups / layouts. Why were they your favorites?

SincerelyYours - the throwback ice cream parlor set up was super cute and ngl, that pineapple whip* / soft serve was refreshing and delish. *Pineapple whip is one of my favorite things in the world - it reminds me of my childhood (and adult) trips to Hawaii. 🍍🍦

Summer Fridays - one of the booth set ups with more efficient line(s) - one for the game play prize (full size product) and one for the tote with a sample of their most well known and more recently launched items. I know, I know, who looks at efficiency as a criteria for their favorite booth anyways?! I do. 😊 It felt organized, well thought out, and it seemed to take take into consideration the best way to keep their people as sane as possible over the course of four 3-hour sessions and keep the line moving without too much of a bottleneck (the line for the game did back up a bit but that I imagine is to be expected when you have gameplay taking place).

Honorable Mentions: (1) Paula's Choice booth with a lab / coffee shop theme was cute, right down to the person taking down your choice of PC BHA product and coffee order. Also a nice touch - they made available samples of not-yet-launched products - a 1% BHA and a 4% BHA - as well as the existing BHA 2% toner.

RE: Paula Choice product giveaway - Question for SEPHORiA attendees (or TeamBIC if this is something you know and you are able to share) - the samples (the new products and the BHA 2%) were in dispensers that looked similar to the ones you can purchase to transfer full size produts for travel and made to look like a vial or container you might find in a lab, in keeping with their theme (I'm liking this booth more as I write about it, btw). I'm wondering if the BHA 1% and 4% have not yet launched, is the product that was given away the actual formulation that will be launched (and just not packaged in its final packaging for product readiness, business or legal reasons) or is it (the formulation) something that is currently in some other stage of development/testing/approval?

(2) Topicals - like @danielledanielle mentioned, the boxing punching bag tied in beautifully with their marketing campaign for their Faded Tranexamic Acid Dark Spot Patches for Hyperpigmentation - Topicals | Sephora - this also would get my vote for one of the booths that provided the best photo op - doh! Forgot to include that question!! Going to edit the OP.

(3) La Croix - I also very much liked that La Croix had a line where you could play their game for prize(s) as well as two coolers set up if you wanted to just get water to stay hydrated. Whaaaat?! Hydration is very important to me. This was similar to SEPHORiA Atlanta but this time their booth was in the middle of the venue (2nd floor) and not at the front/entrance. Liked that too! I did like that there were refreshment stations (caffeinated or otherwise) set up at various spots in the venue. 👍

3. Which 2 booths had the best games in your opinion? Why did you like them?

Fugazzi (game: scratch off) - everyone wins something - possible prizes include deluxe samples of fragrances; large tote; full size products including a full size of their Vanilla Haze Eau de Parfum - FUGAZZI | Sephora

Gisou (game: like the electronic slot machines at a Vegas casino) - wait, all I have to do is press a button and then wait to see what it is that I won? Count me IN! 😂 It also didn't hurt that I won a puppy - it's a plush not a real one. I would have been happy with a real one, too.

4. What was your favorite product from the swag bag(s)? Also indicate if you received the General Admission or VIP swag bag.

In full disclosure, I haven't thoroughly gone through everything in the bags. I've sorted through them when I was packing and also as I've been working on gifting/donating products. Also, my choices for favorites are based on things I don't already have in my collection and/or that I'm interested in trying and less on monetary value or product size.

from General Admission swag bag: Fugazzi Orange Crush (though I thought the full size Major Beauty Headlines - Double-Take Crème & Powder Blush - PATRICK TA | Sephora (She's Giving) was a very nice touch)

from VIP swag bag: The Cream Blush Brush - m.ph by Mary Phillips | Sephora

5. Sephora merch store

(a) Did you stop by the merch store?

Yes, it was one of the first places I stopped, thinking there might be a line as the day drew on.

(b) Did you buy anything? If so, what did you get?

Yes, I purchased the Summer Fridays makeup bag, the Pomegranate Princess Eau de Parfum Travel Spray - SKYLAR | Sephora that launched that day and the carrying case/key chain for the travel spray. Same items that danielledanielle purchased.

(c) What did you think of the selection of merch available for purchase?

The actual products available for sale were fine, but I was expecting more - more items in general, more Sephora-branded products, more Sephoria-related items. Completely understand that with the last one there are costs that go into production that may not make it worthwhile to produce large quantities or multiple items. TL;DR: Give me ... more!!! 😍

(d) What, if anything, would you have liked to have seen available at the merch store?

I recognize that it's not intended to be a full blown store and that's not what I was expecting or wanting, but a handful of more items would have been welcomed, including things along the following lines:

A special edition brush - it could have the Sephora black-and-white stripes on the handles or have some design in recognition to the city where the Sephoria is being held. If the quality is similar to the Sephora PRO collection brushes, which we all know are FABULOUS, I feel like that would sell out like that!

T-shirt, hat and/or sweater - you're thinking "Fi, remember that cream and black pieces were available online?!" Those, for me personally, were a little too minimalist in design (and that's coming from someone who generally likes the more minimal aesthetic). Something along those lines but a little more. Sephora has put out plenty of branded swag that's been immensely appealing so there could be a design or print that captures the Sephora brand or the Sephoria event.

6. What was/were your favorite moment(s) at SEPHORiA 2026? (This could also include a favorite moment leading up to the event, during the event, or immediately after it. It could also be something you observed, overheard, etc.)

Observed: Chris Collins (founder and owner of World of Chris Collins) and Bram Niessink (founder and owner of Fugazzi Fragrances) sharing a couple of their fragrances with each other and having a conversation about them. Game recognizes game.

Seeing some BIC beauties at SEPHORiA, whether running into folks while standing in line or making our way from booth to booth - @sunkissedblush, @Tamara76 and her daughter (so good to see all of you!) It's amazing how often that happened in a venue so large) to being able to catch up briefly over drinks and apps after the conclusion of the event - so fun to see y'all @danielledanielle @faeriegirl (and her daughter), @Guessgal @Mellmars1185 @missjeanie (thank you for organizing!) Sorry to have missed you @SportyGirly125.

Hearing @faerigirl's daughter share her excitement for her first SEPHORiA and saying that she'd love to go to another.

Reconnecting with some brand founders

Bringing my Sephora winky girl mini fridge (gratis; thank you @TeamBIC) with me on this SEPHORiA trip. Yes, it happened! It made the flight intact (checked baggage) and without anyone opening my bags. 😂 I can check this off my beauty bucket list. ☑️ Finally. 😊

(continued below)

Tamara76 · ‎05-06-2026

It was so good to see you, too @itsfi ! I just wish it had been less chaotic so we could actually chat a little more!

itsfi · ‎05-06-2026

It's always so busy at these things; next time @Tamara76!

faeriegirl · ‎04-06-2026

It was so good to get to see y’all again @itsfi! My daughter absolutely loved it and thinks you are the sweetest person ever🩷

itsfi · ‎05-06-2026

Awww, that's so kind of her to say @faeriegirl; it's always a lot of fun to hear about someone's first SEPHORiA experience! Loved hearing that she was excited to go to another one. 🙌 You've gotten her hooked! 👏 Hopefully we'll all be able to do it again next year and get to spend more time hanging out!

itsfi · ‎03-27-2026

7. Was there anything (booth, admin, set up, etc.) about SEPHORiA 2026 that underwhelmed you?

Love the idea of having a merch store but would have liked to have seen a few more items made available for purchase
Better flow / layout for the line for certain booths, particularly Morrocanoil, Fenty, Jo Malone, and a few others. There were several booths on the first floor and a couple on the second that were designed in such a way where there was a break/gap between the line (so that people could walk through the hall/floor). This caused confusion on multiple occasions as to where the line started. To be fair, the line organization this year was better than in Atlanta. Also, it did feel that the lines were taking longer than usual to move along.
It could be that my age is just showing a lot more in certain areas, and while I understand and appreciate the lounge vibes of the VIP Louge at Sephoria, it was a smidge dark in there.
Exiting the venue could have been better organized, both from the flow and safety perspective. Completely understand it's a lot of people that you're trying to get out of the venue at once. Having some sort of divider (even those stanchions used at the booths) and more space between people.
To be fair, one thing I do want to highlight here that I appreciated (a plus/pro), is that there were people at the event who asked attendees if they would be willing to take a survey about their experience. The person who asked me was very forthcoming recognizing and owning that there were areas for improvement on their end (and not just saying it in a general, generic way) and encouraging us to be frank in our comments, whether good or bad. This was much appreciated.

8. Knowing what you know now about SEPHORiA 2026, if you could redo it again, what, if anything, would you have done differently? (i.e., spend more / less time doing X; try for Session __; skip ____; etc.)

I made my way to all the booths I wanted to, for the most part. There might have been a couple that I'd like to have gone back to one more time, possibly (?)

Check out a Fireside Chat
Maybe take a selfie (heavy emphasis on the "maybe" )

9. What did you like (or not like) about SEPHORiA being on the West Coast this year?

Being on the West Coast, and in California, I loved it as it made travel easier for me and I had some familiarity with the city. That said, I like the idea of changing the venue for SEPHORiA to provide opportunities to discover and learn about new cities, and for others to have an opportunity to have the event "in their own backyard" so to speak.

However, taking into consideration general weather conditions in the locale during that time of year should play a significant factor when deciding the venue. To be clear, I feel like the storm in New York in 2023 was an aberration and the cancelling of Day 1 disappointing but the right decision under the circumstances. While canceling Session 1 of Atlanta 2024 was the right decision, I'm not entirely certain holding SEPHORiA in Atlanta in the middle of its hurricane season was the best idea.

10. Did you like having SEPHORiA in March this year (vs. September in years past)? Why or Why not?

I didn't mind it being in March, but I also didn't mind it being in September, at least not when it was in NYC. Holding the event in Atlanta during its hurricane season (or in any state during a time of year when it is known to experience natural disasters) is generally something I would prefer Sephora avoid doing in the future.

11. Based on this year's SEPHORiA, will you try to go again in the future (be in 2027 or 2028 or ...)?

Absolutely, I would try, depending on my schedule and if all the necessary information (e.g., date, time and location of event as well as date and time tickets will be released, etc.) is provided well enough in advance.

12. Where would you like to see the next SEPHORiA North America event take place?

Depending on date of event and the general weather conditions that time of year in the location:

Austin, TX
Boston, MA
Chicago, IL
Las Vegas, NV
Miami, FL
New York, NY
San Diego, CA
San Francisco, CA - I'm a little bias with this one. Would love to have an opportunity to have some of my BIC friends in town - there are 4 Sephora stores we can swing by and a number of food spots to try out. And the likelihood of a Team BIC sighting goes up with a SEPHORiA in SF.
Seattle, WA
I also would be on board with a SEPHORiA taking place in Canada (Vancouver, BC or Toronto, ONT) subject to the same caveats above. but recognize there are a host of issues that may exist with respect to that, including passport requirements, etc. Also not sure how that would work with the product giveaways as they'd likely have to go through Canadian regulations I imagine (?) so that might limit what brands / products would be able or willing to participate.

Samtian · ‎03-30-2026

@itsfi You make me laugh with your commentary. I loved reading this so much ❤️ it sounds like it was an amazing time!

Mellmars1185 · ‎03-27-2026

@itsfi I loved reading this. I feel like I forgot so much because it went by so quickly in session 4. I was trying to make my rounds quickly. I totally forgot who was giving the Dole Whip. It was so nice to see you (and everyone). That is always my favourite part 💞.

itsfi · ‎03-28-2026

It was so good to see you too @Mellmars1185; I'm glad we got an opportunity to hang out for a little bit, it's been so long! 100% agree, that is the best part for me as well.

Yeah, that pinepple whip ... yum! I have seen a version of it at Costco but it's not the same, in my opinion. Sincerely Yours was a popular booth, there seemed to always be a line. They hit my radar when I saw so many folks walking around with their very roomy bags (a good, strategic marketing move at the event by Sincerely Yours), that pineapple whip, other than holding some nostalgia for me, was a nice treat in general but particularly with the weather being a tad toasty during the event.

I hope you had a fabulous time in LA.

danielledanielle · ‎03-27-2026

Oh, yeah. I'd be down for Sephoria Vegas.. March only though @itsfi

Sephoria Vegas, what plays in Vegas slays in Vegas

itsfi · ‎03-27-2026

I'm going to say it should be generally good/fair/moderate (safe) weather conditions across the board for all possible sites on all relevant dates @danielledanielle to the extent that it's foreseeable. I really don't think that NYC storm on Day 1 was all that foreseeable at the time that that Sephoria was announced, but that's just my opinion. Completely recognize it's easy for us to sit here and toss out places but we're not the ones who go through the hoops and hurdles, and make all the arrangements to put it all together, so shout out and thank you to those front-and-center and behind the scenes that make that happen.

Love it! Just gonna go and hold/claim this for you here 🤣, to the extent that's possible, just this one time

"what plays in Vegas slays in VegasTM"

danielledanielle · ‎03-29-2026

Definitely agreed about the one off NYC weather. More like, I don't think I'd last in a Vegas summer, like if they had Sephoria there in September 🥵 @itsfi

Samtian · ‎03-30-2026

@danielledanielle 😈 It's only a dry heat. 🤣

danielledanielle · ‎03-30-2026

Only a dry heat she says @Samtian

credit to Ash vs Evil Dead

Samtian · ‎03-30-2026

@danielledanielle

danielledanielle · ‎03-26-2026

Prelim question: Was this your first SEPHORiA? Nope 🙂

1. List up to three (3) brands that you felt had the best giveaways at their booth (list the giveaway, too). Makeup By Mario, full sized blush, Touchland - FS hair mist, Fenty - choice of FS Fenty Beauty by Rihanna The Comeback Kid Instant Damage Repair Hair Treatment 5 oz or Fenty Beauty by Rihanna Gloss Bomb Oil Luminizing Lip Oil 'N Gloss Fro$Ted Bunz or 2 Fenty Beauty by Rihanna Butta Drop Whipped Oil Hydrating Body Cream Mini Fenty Fresh

2. Identify your favorite 2 booth set ups / layouts. Why were they your favorites? Sincerely Yours had pineapple sorbet aka dole whip with a cute photo set up, and Touchland with the carnival like games.

3. Which 2 booths had the best games in your opinion? Why did you like them? Topicals with the boxing theme that matched their campaign for Topicals Faded Tranexamic Acid Dark Spot Patches for Hyperpigmentation 20 Patches/pack and Ciele with the Trivia

4. What was your favorite product from the swag bag(s)? Also indicate if you received the General Admission or VIP swag bag. No immediate favorite 🤔, I was happy to see a FS PATRICK TA Major Headlines Double-Take Crème & Powder Blush Duo in the general bag, and m.ph by Mary Phillips The Cream Blush Brush in the VIP bag

5. Sephora merch store

Did you stop by the merch store? Yes
Did you buy anything? If so, what did you get? Summer Fridays tote case and SKYLAR Pomegranate Princess Eau de Parfum Travel Spray 0.33 oz/10 mL eau de parfum spray
What did you think of the selection of merch available for purchase? There was barely any Sephora branded merch, seemed like a missed opportunity
What, if anything, would you have liked to have seen available at the merch store? The brand collabs are okay, but more like the Daphne Dover kind. Like a Béis x Sephora makeup travel brush set would be cool (or cases). A misting bottle, so you could DIY your own mist like PATTERN by Tracee Ellis Ross Juicy & Joyful Mist Spray Bottle in the iconic Sephora stripes.

6. What was/were your favorite moment(s) at SEPHORiA 2026? (This could also include a favorite moment leading up to the event, during the event, or immediately after it. It could also be something you observed, overheard, etc.) The folx at Sincerely Yours were the nicest as well Eadem, Ciele, Josie .. Honestly, a lot of the reps were super kind. There were a few meh, but the good outweighed the bad

7. Was there anything (booth, admin, set up, etc.) about SEPHORiA 2026 that underwhelmed you? The first floor layout led to too much crowding and it was oddly humid. Plus leaving the area felt like a safety issue. The layout for ground level needs to be better organized.

8. Knowing what you know now about SEPHORiA 2026, if you could redo it again, what, if anything, would you have done differently? (i.e., spend more / less time doing X; try for Session __; skip ____; etc.) Try to go back to both with lines, my BF had good luck with that

9. What did you like (or not like) about SEPHORiA being on the West Coast this year? The time difference, I think the jet lag is hitting me now

10. Did you like having SEPHORiA in March this year (vs. September in years past)? Why or Why not? It was ok. Kind of an odd time, but it worked for me this year

11. Based on this year's SEPHORiA, will you try to go again in the future (be in 2027 or 2028 or ...)? Probably. I said this was my last, but that's a thing you just say 😂 Depends on location, work schedule, family stuff yada yada

12. Where would you like to see the next SEPHORiA North America event take place? Honestly, Canada.. Even though that introduces international challenges. Or Sephora NY/Philly.