At the entrance to Sephoria Dubai, attendees queued eagerly to get their photo taken. The photo was attached to the inside of an iridescent passport, which visitors could then have stamped as they worked their way around the immersive beauty festival. Those who filled their passports received a ‘swag bag’ filled with Sephora treats worth around $400.
The experience set the tone for the event, which arrived for the first time in the Middle East from 6 to 8 November after hosting versions in the US, France, China and Brazil. It comes at a time of regional tension and an undercurrent of uncertainty. Can beauty break through?
The three-day event transformed Dubai’s 500,000-square-foot Coca-Cola Arena into a whimsical, holographic wonderland, blending beauty, community and culture. There were 60 interactive brand activations, while masterclasses from trailblazers like Huda and Mona Kattan, Mario Dedivanovic of Makeup by Mario and Chris Appleton, were aired through silent disco headsets so attendees could listen amid the music festival-like atmosphere. More than 6,000 beauty fans attended across the three days.
The energy was palpable. “Sephoria is an immersive festival that celebrates beauty, innovation and community. It gives customers the opportunity to engage and interact with exclusive Sephora brands in a dynamic setting, enhancing brand loyalty,” says Hasmik Panossian, managing director at Sephora Middle East.
Sephora first launched the concept in the US in 2010. Since, it has become an annual event that plays a significant role within the wider business — driving ticket sales and offering customers a unique experience that engages them beyond traditional retail. “Sephoria highlights our commitment to customer experience, education and fostering a sense of community among beauty enthusiasts,” says Panossian. Each brand invests considerable time and resources to showcase their products in a compelling way, though exactly how much it costs is not disclosed. The return on investment (ROI) cannot be measured solely in numbers, she adds. “Sephoria primarily serves as a marketing initiative aimed at enhancing brand visibility and fostering community engagement.”
Sephora works with each participating brand to help them build their booths, and participation is by invitation only. From Rare Beauty’s Malteser dispenser to Fenty’s Fresh Market — where the latest product drops were displayed as the “catch of the day” — each brand treated attendees to fun, tactile moments. While many brands had hoards of people waiting to try their luck at gamified experiences such as Drunk Elephant’s Drunk Tank and Kayali’s Yum Boujee Marshmallow Claw machine, some like Byoma focused on educating consumers on their products and ethos.
“It feels like a huge celebration of beauty and the human spirit, everyone coming together under one massive roof like this is just exceptional,” says Lucia Perdomo-Ruehlemann, president of Saie Beauty. “We are available in six countries in the region now, so for us, the ROI isn’t about immediate sales but instead expanding our reach and building lasting relationships with Saie Beauty’s global customer base.”
Tickets (priced at $68 for general admission and up to $162 for VIP entry) sold out within minutes of being released and some fans were spotted outside the arena with placards reading “please sell me a ticket, I want to get into Sephoria”. Susanna, an attendee who lives in Dubai but is originally from the Netherlands, says: “Being the first time in the Middle East, it’s so exciting to be a part of.”
Why the Middle East
The Middle East and North Africa (MENA) beauty market — which is valued at $46 billion and is projected to reach $60 billion by 2025, according to Euromonitor — has become a key focus in global beauty expansion strategies. “The Middle East is one of the fastest-growing markets for us, growing at a double-digit rate over the last few years. With the highest spend on beauty products globally, the region offers a robust market for beauty retailers and brands,” says Panossian.
Sephoria’s success highlights the region’s deep-rooted appreciation for beauty. “The Middle Eastern client is unique and special; beauty is seen as a form of self-expression and is deeply embedded in the culture. With a large Gen Z population and high digital engagement, Sephoria epitomises a region that values beauty and immersive personalised experiences more than any other market,” says Panossian.
Makeup leads as the highest performing category, with consumers spending an average of $78 per month on makeup and the majority of purchases done at specialty stores, per Euromonitor. Makeup shopping is a communal activity, with consumers preferring to buy makeup with friends and family, enjoying the shared experience of trying before buying.
Sephoria Dubai tapped into this by making the discovery of beauty feel organic, communal and immersive; encouraging visitors to visit booths in groups, and playfully competing to see who could collect the most brand stamps. “Most of the attendees here are our VIP customers, they know Huda [Kattan] and love the [Huda Beauty] brand. Here, they can discover all our new launches, including some products they may not have been able to try before,” says Lana El Bakkar, regional trainer at Dubai-based Huda Beauty.
For international brands like Saie Beauty, which timed its regional debut alongside Sephoria, the goal was to connect with customers who had been eagerly anticipating the brand’s launch. “We’ve had a huge fan base asking for us to come to the Middle East, so they’re really excited to have access to our products now as we weren’t shipping globally,” says Perdomo-Ruehlemann. “It’s amazing to see how many people already know our brand and use our products,” says Aura A, director of international business at American skincare brand Salt Stone, which launched in the Middle East earlier this year.
Sephoria’s turnout reflects a shift whereby beauty has evolved from a product to be consumed to a shared, celebratory experience. “I’ve travelled all over for Sephora events but this supersedes anything ever they’ve done,” says Aura A.
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