via Sephoria
You may have already seen one of the hundreds of videos circulating online about the huge LA Sephoria event this month, aka Sephora’s House of Beauty event.
The first-ever Sephoria was held in 2018 and since its launch it’s been held all over the world, from New York to Paris and then to Dubai.
The event is much loved, and has been long known as a space for beauty lovers to learn about new launches, meet beauty icons, and of course, try out lots and lots of products.
With the recent launch of Sephora into Northern Ireland, we wanted to dive into what this event is and why people love it so much.
The 2026 event was held in Los Angeles, and the extremely limited tickets sold out within minutes.
There were two ticket options available, general admission which was from $150, offering a swag bag, access to booths and masterclasses.
Or you could opt for the VIP tickets which were around $500, allowing early entry, shorter lines, a bigger swag bag and access to a VIP lounge with extra activations.
The whole event is basically a huge beauty convention, with over 65 Sephora brands setting up booths to allow customers to have interactions with their favourite brands while also getting some freebies.
The brands also give insights into new products that are soon launching to create excitement and get free promotion – it’s a win-win.
@crystaalbleee POV you only have 3 hours at Sephoria and need a game plan 
my biggest tip: go upstairs FIRST + prioritize your top brands or you will run out of time worth it for the swag bag alone tbh 
@sephora #SEPHORiA #sephoriala #sephoria2026 #sephoraevent #beautyevent ♬ sonido original – sin nombre
The event is described as a beauty multi-verse, featuring some of the world’s biggest brands like Makeup by Mario, Fenty Beauty, Gisou, Olaplex and many many others.
Your ticket allows access to several exclusive events including masterclasses taught by beauty icons, a legendary (and packed to the brim) swag bag, one-on-one time with your favourite brands and first access to try new products.
@mania_anna_makeup VIP swag Bag from SEPHORiA @sephora #sephoria2026 #sephoria ♬ sonido original – Rayo Nation Music
The VIP swag bag was apparently worth up to $2000, making the ticket price already seem worth it, if that’s what you’re into.
The gift bag came with many full-size products from all the well-known brands, from skincare essentials to makeup must-haves.
@maliaelaine what’s inside the sephoria vip swag bag 
#sephoria #vipswagbag #whatsinmybag #sephoriahaul #sephorasquad @sephora ♬ original sound – Malia 
Then there was the general admission swag bag, which was valued at $700 – a bit of difference from VIP but both tickets had access to the booth freebies too, so you weren’t walking away with nothing.
@kenadeemc Part 2 Sephoria General Admission Swag Bag Value #sephoriabaghaul #sephoria2026 #sephoriaswagbag #sephoriahaul #sephoriaLA ♬ original sound – Kenadee McMullin
This year’s Sephoria was split into different sessions to try to avoid overcrowding and allow attendees to fully immerse themselves into the event. Yet there were still huge lines at many booths, and with only 3-hours of access, waiting in line was risky.
All booths offered free goodies and knick-knacks to give away, with many being travel size and sample products – which has raised some eyebrows considering the prices of tickets.
But the reception online does seem to have been generally super positive, and given the scope of the event, that’s impressive.
Now, we just need a Sephoria to land our side of the pond. Belfast, when?
