Comment on 5,000 people, 50 brands: what Sephora’s annual festival reveals about the future of beauty

5,000 people, 50 brands: what Sephora’s annual festival reveals about the future of beauty

Fans flocked to Sephora’s ‘beauty funhouse’ in Atlanta last week to meet brands like Sol de Janeiro, Danessa Myricks, and Brown Girl Jane. In the early 20th century, Atlanta’s Pullman Yards was a thriving industrial complex, a leading hub for chemical manufacturing. This past weekend, the entertainment and event venue was home to a very different industry, as 5,000 beauty fans descended from around the country for Sephora’s annual beauty festival, known as Sephoria.

 

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