Sephora Unveils New Brand Partnerships & Virtual SEPHORiA

SEPHORiA 2021 will be virtual, featuring about 30 brands, including two new brand partners.
SEPHORiA 2021 will be virtual, featuring about 30 brands, including two new brand partners.

With delta variant infections on the rise and elevated levels of e-commerce persisting beyond the initial crests of 2020, it makes sense that Sephora has relaunched SEPHORiA as an interactive virtual experience, featuring a "3D game-like environment featuring an interactive beauty 'house' with multiple rooms to explore," per the retailer. The event is free and will run on September 18 from 1-4 p.m. Eastern time. Registration is now live.

SEPHORiA will feature 30 brands brands, including new brand partnerships (Americas) such as ITEM Beauty by Addison Rae and JVN Hair. Registered attendees can opt-in to purchase an Experience Kit for $40 with full- and travel-size products.

SEPHORiA will highlight founders, present virtual games offering prizes and include selfie photo booths. The experience will be broken out across five houses:

Home Theater

A space for new products and brands, masterclasses and brand founder and artist tutorials. Participating brands include:

  • FORVR Mood
  • Danessa Myricks Beauty
  • FENTY Beauty by Rihanna
  • Shani Darden Skin Care
  • Sephora Collection

Family Room

A space featuring roundtable discussions with brand founders that have participated in the retailer's Accelerate program. Participating brands include:


A space featuring live "micro-communities" and SEPHORiA talent, including beauty directors and members of the #SephoraSquad. Featured brands include:

  • amika
  • Dr. Dennis Gross Skincare
  • The Phluid Project
  • FENTY BEAUTY by Rihanna
  • Rare Beauty by Selena Gomez


A space featuring clean and sustainable products, as well as pre-recorded routines, tutorials, and brand stories. Participating brands include:

  • ILIA
  • Saie
  • Kosas
  • ITEM Beauty by Addison Rae
  • Milk Makeup
  • Biossance
  • Summer Fridays
  • Tatcha
  • Selfless by Hyram
  • The Inkey List
  • Fable & Mane
  • dae
  • BREAD Beauty Supply
  • adwoa Beauty
  • Briogeo
  • JVN Hair
  • The 7 Virtues
  • Floral Street
  • Skylar
  • Ellis Brooklyn


A space featuring JVN Hair, Gisou, Gucci and others.

“We are thrilled to re-introduce SEPHORiA this year and bring our clients a unique, innovative, and more inclusive beauty experience,” said Deborah Yeh, chief marketing officer at Sephora. “In 2021, we felt it was important to have a moment of joy with our clients and we’ve worked hard to recreate the special SEPHORiA environment our clients know and love, by delivering an unmatched virtual experience that they can enjoy free, from anywhere. We look forward to welcoming back clients into the (virtual) world of SEPHORiA.”

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