SEPHORiA recap

SEPHORiA 2019 Recap + Beauty Trends

Last updated on: 2019

Agency Life

It all happened on one sunny LA weekend… Beauty lovers from all over shuffled into the Shrine Auditorium for four hours of pure makeup heaven. Retail powerhouse Sephora put on its second annual SEPHORiA 2019 event last weekend and the Taylor & Pond team was there to capture it in all its makeup glory. Move over BeautyCon, because there’s a new beauty event in town! 

What is SEPHORiA 2019?

Think of the world’s largest Sephora, only bigger and filled with trendy photo ops, themed booths and new product launches. Oh and samples lots and lots of samples. Sephora has only been hosting the SEPHORiA House of Beauty event for two years but manages to bring in almost every major brand it carries. There were masterclasses with the industry’s top beauty professionals, meet & greets and a full beauty closet where could purchase items that haven’t been officially released yet! So yes, makeup heaven.

SEPHORiA 2019 Top Beauty Trends

Clean AF Beauty: Although Fenty Beauty and Urban Decay had the predicted crowd-control ropes, smaller brands were also getting much-deserved attention. With the recent rise of clean beauty in retailers and the launch of Clean at Sephora, it’s no surprise that clean beauty featured a whole section of brand booths at SEPHORiA. Natural, clean beauty brands seemed to be SEPHORiA’s most visited booths and guests couldn’t get enough of the eco-themed photo ops and skincare samples. LAWLESS cosmetics was in attendance to show off their newest lippies and famous, talc-free Seal The Deal Loose Setting Powder. Youth To The People, Farmacy Beauty, Ilia, Herbivore, Lord Jones the list goes on and on. Clean beauty is here to stay. 

It’s All About That Base: It’s no secret that Sephora kills the skincare game. The retailer is known for the extensive, wide-range of skincare brands they carry, so it wasn’t a surprise when skincare ruled supreme at SEPHORiA 2019. More and more beauty lovers are getting to know a product’s ingredients and, most importantly, how it works for their skin. Experts from each brand were there to explain, listen and teach on what makes their skincare different. The best part? Facials were available from HydraFacials and Dr. Dennis Gross!

Glowy, Honey Realness: After your skin is snatched, glow is the only thing on your mind. What’s sweeter than glow? Honey. Urban Decay first teased its newest addition to the NAKED palette fam last month and the world was sold. NAKED Honey was the Queen B of Urban Decay’s booth as it was complete with a gold disco ball, honeycomb keychains and the palette in all its neutral-toned glory (and available for pre-release!) The other brand on the honey train? Natural hair care line Briogeo relaunched its popular Deep Conditioning Mask, but added the trending honey ingredient in a nostalgic honey bear-shaped bottle. 

Holiday in September: The smell of gingerbread wafted through the air as the echo of Mariah Carrey’s “All I Want for Christmas” blared from the speakers. The holidays came extra early this year at SEPHORiA 2019, as it was a Too Faced Christmas in September. Complete with a glitter sleigh and pink, furry stockings, the ultra-girly beauty brand showcased its new eyeshadow palette, Gingerbread Extra Spicy. Although Too Faced took Christmas to the next level, brands like Drunk Elephant, Beauty Blender and Fenty also had early-access holiday kits available. Queue the Christmas music, the beauty world is ready for holiday sets!

SEPHORiA - Too Faced booth

Sephoria 2019 Recap Pinterest

Looking for more beauty and creative event inspo? Check out our other event recaps!

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Shannon is a Copywriter at Taylor & Pond. When she's not working, you can find her devouring tacos, binge-watching beauty gurus on YouTube and listening to her latest favorite podcast.