First UK SEPHORiA launches in London with more than 40 beauty brands

Sephora’s first UK SEPHORiA event has launched at London’s 180 Studios, bringing together more than 40 beauty brands for two days of product discovery, founder-led workshops and interactive experiences.

Running on 16 and 17 October, the event follows a VIP launch party and the inaugural Sephora Prize ceremony on Thursday evening. Guests included Mario Dedivanovic, Danessa Myricks, Dominic Skinner and Chloe Kelly. Both the Gold member session and public sessions have sold out.

The venue has been transformed into a beauty metropolis across three neighbourhoods: the Theatre District, Underground District and Residential District. The programme explores personalised beauty, Asian beauty, product innovation and services, with participating brands including Fenty, Rare Beauty, Huda Beauty, Glow Recipe, Medik8, Olaplex, Tatcha and Sephora Collection.

Sephora’s Beauty Scan technology offers visitors product recommendations based on assessments of skin oil and hydration levels, alongside foundation shade-matching advice. A series of 30-minute workshops gives guests access to founders and experts, with Danessa Myricks, Byoma’s Marc Elrick, Glow Recipe’s Sarah Lee and LightInderm’s Geraldine Decaux among the scheduled speakers.

Wellness partner SANCTUM is providing 12-minute energiser sessions, guided meditations and a dedicated space to pause away from the main event. Noise-reducing headphones are also available for visitors who find busy environments overwhelming.

The London edition includes exclusive merchandise by British designer ASHISH and personalised charms from TREATS Studios. A recording-studio experience brings Sephora’s European holiday campaign with John Legend into the venue, allowing visitors to sing along to the campaign’s original song, “Here It Is”.

Alongside the consumer programme, the opening celebrations marked the announcement of the first Sephora Prize winners. The European brand-support initiative attracted 150 applications in four weeks, with ten finalists shortlisted.

Sun-protection brand Substance of Light, founded by Clara Nentille in 2021, took first prize. It will receive three years of tailored mentoring, strategic guidance, retail integration opportunities and visibility across Sephora’s European network.

French fragrance house French Cowboy placed second, followed by Belgian haircare brand Omad’s in third. Both will receive one year of mentoring and support, including exposure across Sephora’s digital, customer communications and social channels. Visitors can discover all three winners in the event’s The Next Big Thing space.

Catherine Spindler, Sephora Europe and Middle East President, said: “We are incredibly proud to celebrate Substance of Light, French Cowboy and Omad’s as the first winners of the Sephora Prize. Each of these brands stood out for its distinctive vision, innovative approach, and the passion of its founders. This is just the beginning: we are now looking forward to supporting them on the next stage of their journey, while getting ready to discover a new generation of emerging European brands for the second edition of the Sephora Prize.”

Applications for the prize’s second edition open on 26 October and close on 30 November 2026. Beauty brands from the UK, European Economic Area, Turkey, Switzerland and Monaco are eligible to apply through their local Sephora website.

Part of LVMH since 1997, Sephora operates across 37 markets with more than 3,400 stores. The London event accompanies its continued UK expansion, including new store locations and a partnership with M&S scheduled to launch in spring 2027.