From May 8–10, the world’s biggest beauty experience lands in Ibirapuera with 28 brands and immersive attractions.
São Paulo has been chosen to host the second Brazilian edition of SEPHORiA, the global Sephora festival that celebrates beauty through art, creativity and self-expression. After touring Shanghai, Paris and Dubai — attracting more than 22,000 attendees — the event arrives in Brazil expecting over 4,000 beauty lovers.
The Ibirapuera park will transform into a colorful “beauty multiverse,” featuring hands-on experiences, live masterclasses and interactive brand activations. A total of 28 brands are confirmed, including Rare Beauty, Fenty Beauty, Sol de Janeiro, Biossance, Carolina Herrera and Dolce&Gabbana.
“SEPHORiA embodies what makes Sephora unique: curation, inspiration and fun,” says Cataldo Domenicis, Sephora Brazil’s Marketing Director.
Tickets go on sale March 4 for the public (March 3 for VIB and Rouge members), priced at R$750 (Silver) and R$950 (Gold). Both include exclusive beauty kits worth up to R$2,800 in products.
Attendees will enjoy a mix of discovery, interaction and luxury experiences — from meeting brand founders to exploring new trends. The first Brazilian edition, in 2024 at the Copacabana Palace, was a sold-out sensation.
More details, including schedules and payment options, can be found at https://www.sephora.com.br/sephoria.html.
Photo: Divulgação
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