BeautyTok—shorthand for the very big, very beauty-obsessed corner of TikTok—has been vocal, eagle-eyed and on full detective-level alert this week. On Monday, December 8, beauty megaretailer Sephora teased the 2026 location of its annual Sephoria beauty festival on TikTok, dropping hints that sent fans into theory mode. After days of speculation, it’s now official: the next event will return to Los Angeles.
Sephoria 2026 will take place Friday, March 20 and Saturday, March 21, at the Magic Box at The Reef. Guests can expect more than 50 brand activations, plenty of hands-on playtime with new launches and tons of photo-ready moments. The brand has promised a full list of participating brands soon, but it’s already shared a lengthy preview, featuring names such as Tower 28, Glossier, Topicals, Yves Saint Laurent, Laneige and many more.
There will also be master classes taught by some of the industry’s most influential names, such as Chris Appleton, Mario Dedivanovic, Mary Phillips, Jen Atkin, Pat McGrath, Danessa Myricks and more—along with surprise appearances and first looks at upcoming product drops.
Tickets include all taxes and fees, with Early Bird pricing through December 25. General Admission starts at $155 and gets you into a three-hour session filled with brand experiences, shopping perks and a swag bag valued at more than $700. VIP starts at $440 and adds early entry, a private lounge, meet-and-greets, early master-class registration and a swag bag worth more than $1,650.
@diaryoftroubledskin This was my second year going to SEPHORiA which is @sephora ‘s biggest beauty event of the year 👀💄 While I was invited to go with my fellow Sephora Squad I still wanted to analyze the experience from a consumer lens and thought I’d share whether or not I think flying out/buying a ticket is actually worth it 😭✈️ … safe to say with a grand total of my VIP swag bag alone being over $1,400 (not even counting the samples you get from each brand booth) whereas the SEPHORiA VIP entrance ticket itself is between $420-$445, I think as a fellow beauty lover, you will NOT regret coming 😌🛍️ #SEPHORiA2024 #sephoria #sephora ♬ Yacht Club – MusicBox
One important note when buying tickets: You’ll need to purchase a ticket for one of four sessions. Each session grants access to all activation rooms, but the master-class speakers and special guests vary, so you’ll want to choose the one featuring the talent you’re most excited about (and get ahead on putting in that Friday PTO request, if necessary).
Sephoria’s return to Los Angeles has been a long time coming. After years in the virtual space, the festival is bringing its in-person energy back to where it all began in 2018. If this year’s preview is any indication, L.A. is in for a majorly fun-filled beauty weekend.
