Since its inception as a live event in 2018, SEPHORiA: House of Beauty has grown to become Sephora's premier annual beauty event. In 2023, Sephora and OBE transformed SEPHORiA into a hybrid experience for the first time ever, combining a dynamic in-person event in New York City with an engaging virtual platform accessible to a global audience.

We evolved the “House of Beauty” signature to capture the essence of a New York City apartment, curating our venue into interactive “apartment rooms” showcasing 55+ partner brands and activations. Our live stage hosted “Master Classes” with beauty founders and experts, offering attendees exclusive insights into new products and techniques.

Simultaneously, the SEPHORiA virtual platform extended the event’s reach with a gamified experience. Participants customized avatars, explored a playful digital environment, and collected hidden lipsticks to earn Sephora Beauty Insider perks. With content captioned in six languages, the virtual experience included Beauty Advisor Chats and a variety of interactive games, ensuring global inclusivity and engagement.

The goal was to create an approachable, interactive, and socially-driven hybrid beauty environment that celebrated diversity, fostered positive brand perception, and highlighted Sephora's unique product offerings. The hybrid format successfully connected beauty enthusiasts worldwide, solidifying SEPHORiA as the leading beauty event in the U.S. and beyond.

Key achievements included 90k virtual registrants from 7 countries, over 500,000 video views, and a sold-out in-person event with 4k+ attendees for the in-person. SEPHORiA 2023 not only deepened brand engagement but also cultivated a sense of community among beauty lovers.