Your Guide to Sephora's New Beauty Convention

Sephora lovers: This news is about to make your day, week, month, maybe even your year. You know that happy feeling you get whenever you walk into Sephora and treat yourself—imagine that times a million. Meet Sephoria, Sephora's new interactive, two-day beauty conference to celebrate the brand's 20th anniversary. Sephoria is the brand's first-ever experiential event that will be a "beauty wonderland."

The beauty convention will feature interactive, customized events for the hair-, makeup-, skincare-, and fragrance-obsessed. Imagine Beautycon but Sephora-style, including 50 of its best-selling brands, which will be announced closer to the date. Get ready to truly delve into the world of beauty at this event, crafted so that attendees get to play, learn, and be inspired by its ever-evolving brands.

"At the heart of it, Sephoria sets out to celebrate the often indescribable euphoria you get from playing in the vast world of beauty—from discovering game-changing products or trying out a new look to engaging with digital technology that takes personalization to a whole new level," Deborah Yeh, Sephora's SVP of marketing and brand, said in a press release. "We've drawn from our deep understanding of the kinds of physical and digital beauty experiences clients love from Sephora, and set out to create the ultimate event that fuses fun, education and inspiration, and gives our community a place where they can live out all of their beauty fantasies."

This event will take place October 20 through 21 at The Majestic Downtown in L.A. That may feel like a long time from now, but tickets go on sale in just a few weeks. Mark your calendars for July 21, 2018, which is when tickets go on sale exclusively at If you're a Sephora Beauty Insider, VIB, or Rouge member, you're in luck with a few special offers for the event. Keep your eyes locked on for more details leading up to the big day. We have a feeling these tickets will sell out quickly, so act fast. Here are a few of our Sephora favorites to get you in the spirit.

Outside view of the Sephora store in Universal City
Charley Gallay / Getty Images
Brow Wiz Granite 0.003 oz/ 0.085 g
Anastasia Beverly Hills Brow Wiz Granite $21

Fill in and define your brows with this pencil that offers the teeniest tip for precision.

Pro Filt'r Soft Matte Longwear Foundation 170 1.08 oz/ 32 mL
Fenty Beauty by Rihanna Pro Filt'r Soft Matte Longwear Foundation $35

This foundation is flying off the shelves because of its airbrushed effect that'll give your complexion the perfect canvas.

Killawatt Foil Freestyle Highlighter Duo in Mimosa Sunrise/Sangria Sunset
Fenty Beauty by Rihanna Killawatt Foil Freestyle Highlighter Duo in Mimosa Sunrise/Sangria Sunset $36

A newbie to the Fenty family, these highly pigmented shadows will give your makeup the perfect summery vibe.

Cream Lip Stain Liquid Lipstick 10 Mandarin Muse 0.169 oz/ 5 mL
Sephora Collection Cream Lip Stain Liquid Lipstick $14

These inexpensive stains will give your lips a long-lasting pop of color.

Translucent Loose Setting Powder Translucent Medium Deep
Laura Mercier Translucent Loose Setting Powder $39

Keep your shine intact with this translucent loose powder that truly works on all skin tones.

Radiant Creamy Concealer Truffle
Nars Radiant Creamy Concealer $30

Wake up your face or cover imperfections with this creamy, blendable concealer that seriously looks like a second skin.

Are you hoping the above best sellers will be at Sephoria? Same. Fingers crossed. Stay tuned on its website in the coming months for a confirmed list of brands that'll be at the convention.

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