Sephora’s first festival brought together 5,000 makeup addicts for a branded experience extravaganza. At Sephoria: House of Beauty, attendees could play Urban Decay slot machines for coveted cosmetic prizes, make their own Make Up For Ever palettes, have a mini salon day at Dry Bar, or just sample all their favorite brands and take advantage of the numerus photo ops. While influencers are arguably BeautyCon’s biggest draw, Sephoria focused on brands and the people that proudly rep them. (Glamour, The Cut)
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