Sephoria—an immersive beauty festival hosted by Sephora—has revealed its 2024 plans. This fall, the event is heading to Atlanta, specifically to the city’s iconic Pullman Yards, on Friday, September 27, and Saturday, September 28. According to the Sephora Newsroom, this year promises to be the biggest yet. But don’t worry, you’re not late to the game; you can secure your spot starting tomorrow, July 16, on sephoria.com, with two ticket tiers available: General Admission and VIP. Ahead, we’re breaking down everything you need to know about this event, often dubbed the Super Bowl for beauty lovers.

This year’s Sephoria theme

“We are thrilled to take the SEPHORiA experience to Atlanta, broadening our reach and creating buzz in a highly immersive new market,” said Jessica Stacey, Sephora’s SVP of external communications, experiential and marketing partnerships. “SEPHORiA promises to deliver on an abundance of newness this year – starting with our captivating ‘Beauty Funhouse’ theme, which celebrates a spirit of joy, surprise, and discovery in beauty.

What you can expect from the theme? “Our Funhouse comes to life through multi-sensory, transportive, prismatic activations, which extends to the many amazing brand booths and masterclasses on-site, creating an atmosphere in which all are welcome to express themselves in vibrant new ways,” Stacey continued. “We look forward to debuting an ever-evolving beauty event and celebrating our beautifully diverse community with surprises and perks throughout the event journey.”

What to expect at Sephoria

As seen on social media over the years, Sephoria is an opportunity to meet and connect with brand founders and makeup artists, attend masterclasses, create social media content, and perhaps most epically, get a lot of free products. In Sephoria hauls on TikTok, attendees have showcased their very-heavy swag bags. This year’s brand participants include Glossier, Dyson, Tarte, Sol de Janeiro, Laneige, Drunk Elephant, Ami Colé, and Natasha Denona, among others. Confirmed masterclasses include Rare Beauty, Fenty Beauty by Rihanna, Makeup by Mario, Dr. Dennis Gross Skincare, Cay Skincare, and more.

@amandahowardx all of the samples they gave out at sephoria ♥️ @sephora #sephoria #nyc #sephoria2023 #patrickta ♬ Calm background music with acoustic guitar and saxophone(1288148) – ame

How much is a ticket to Sephoria?

Tickets for Sephoria go on sale for Sephora Rouge Members on July 16, and on July 17 for all other guests. A general admission ticket costs $135, while a VIP ticket is priced at $420, which includes a dedicated entrance, one-hour early entry, access to a VIP lounge with exclusive photo opportunities and beauty services, priority access to the aforementioned masterclasses, and more. Note: prices increase to $160 and $445, respectively, starting August 15. Your ticket includes three-hour admission to the event, plus a swag bag full of full-size beauty products valued at over $500 for General Admission or over $1,300 for VIP.

The history of Sephoria

Sephoria has evolved over the years. It debuted in Los Angeles in 2018 as an in-person experience and returned there in 2019. The 2020 event was canceled due to the COVID-19 pandemic and transitioned to a virtual format in 2021 and 2022. In 2023, the event moved to the East Coast, specifically NYC, with both an in-person component and a virtual experience for those who couldn’t make it to the Big Apple.

@kellyaoh Replying to @sephora it’s so hard to fit everything into one video, but here is my day at SEPHORiA ❤️‍🔥 #sephoria #sephoria2023 #sephora #makeup #vlog ♬ Hip Hop with impressive piano sound(793766) – Dusty Sky