SEPHORiA 2025: the beauty event returns to Paris on October 10 and 11

SEPHORiA returns to Paris in October 2025 with an even more immersive edition, featuring 45 brands, masterclasses and previews.

Following the success of its previous editions, SEPHORiA confirms its place as one of the most eagerly awaited beauty events in Paris. The event concept from Sephora, a subsidiary of the LVMH group, will take up residence at the Maison de la Mutualité, in the 5th arrondissement, on October 10 and 11, 2025. A highlight for the French beauty community, with a program tailor-made for make-up, skincare and novelty enthusiasts.

The Paris event will be the second stop on an international tour that begins in Shanghai in September. For Paris, this will be the third edition since 2023, confirming Sephora’s ambition to make this event a permanent fixture on the European cosmetics scene.

Exclusive, segmented programming

SEPHORiA Paris 2025 is aimed at both the general public and Gold members of the loyalty program, with differentiated time slots. This segmentation enables a personalized, more qualitative experience for the most committed visitors.

The event will feature five themed universes designed to offer total immersion in the world of beauty. On the program: workshops, tutorials, make-up sessions and personalized consultations. New features include a spotlight on K-Beauty with brands such as Aestura and Glowery, soon to be available at Sephora France.

Paris at the heart of a glocal strategy

This return to Paris is no coincidence. With over 4,000 visitors to the previous edition, the capital has confirmed its position as a strategic hub for Sephora’s glocal strategy. Each stage of the SEPHORiA tour offers a specific program, tailored to the local market while retaining an international outlook. It’s a clever way of meeting regional expectations while nurturing a global brand image.

Paris, the world capital of beauty, is fertile ground for testing new initiatives. By setting up shop again at 24 rue Saint Victor, Sephora is investing in a location that is both central and symbolic. On-site activations will aim to create a strong emotional engagement with participants, focusing on interactivity and sensory experiences.

A showcase for partner brands

With 45 brands present, the event also serves as a launch platform for new products soon to hit the shelves. For brands and visitors alike, SEPHORiA is a unique window on future trends, both commercial and community-based. This 2025 edition is therefore as much a marketing tool as it is a real opportunity for brands and consumers to meet.

📅 Dates: Friday, October 10 and Saturday, October 11, 2025
📍 Venue: Maison de la Mutualité – 24 rue Saint Victor, 75005 Paris
🕒 Times: Specific slots according to type of access (general public / Gold members)
🎟️ Registration: Booking required via the dedicated SEPHORiA Paris 2025 page
🚇 Metro access: Maubert-Mutualité (Line 10)

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