What: Sephora's annual beauty festival, Sephoria, was held in Shanghai, showcasing a blend of global beauty trends and local market adaptations through immersive experiences and exclusive product offerings.

Why it is important: The event highlights Sephora's ability to adapt its global beauty strategy to local markets, particularly in China, where the brand is expanding its influence by curating a diverse range of international and domestic brands while fostering a community-driven approach to beauty.

Sephoria, Sephora’s annual beauty festival, took place in Shanghai this year, attracting over 4,000 beauty enthusiasts. The event featured 50 brands and showcased over 200 beauty products across skincare, makeup, fragrances, and haircare. With interactive workshops and masterclasses, Sephora emphasised experiential retail and consumer engagement. The event also highlighted Sephora's support for both international and local Chinese brands like Fenty Beauty by Rihanna and Uniskin. Sephoria exemplifies Sephora’s commitment to diversity and inclusion through its "We Belong to Something Beautiful" campaign. The festival underscored Sephora’s strategic focus on blending global beauty trends with local insights to cater to evolving consumer preferences in China.

Sephora brings Sephoria to Shanghai, embracing diversity and innovation