What Is Sephoria Dubai 2025?
When Sephora decides to build a “house of beauty” in the desert, it doesn’t do things by halves. Sephoria Dubai 2025 returns for its second edition this year, taking over the dramatic dome of Al Wasl Plaza at Expo City Dubai for three days of colour, content and celebrity beauty icons from 20–22 November 2025.
For beauty lovers across the Middle East – Egypt very much included – it’s shaping up to be the region’s most immersive beauty weekend.
Originally launched as Sephora’s signature global beauty festival, Sephoria is a multi-city event that tours key fashion capitals; this year’s official schedule lists Shanghai, Paris and Dubai, with Dubai hosting the Middle East leg in November.
In Dubai, Sephoria 2025 is described as “Dubai’s ultimate beauty celebration of icons, innovations and unforgettable moments,” staged under the 360° projection dome of Al Wasl Plaza.
Across three days, guests can expect:
Interactive brand spaces and “rooms” dedicated to Sephora’s hero brands
Masterclasses from some of the most-followed makeup artists in the world
Photo-ready installations, AR moments and content corners
Generous swag bags packed with full-size and deluxe products
Ticket prices start from AED 300 for Beauty Access, while VIP packages include fast-track entry and a curated swag bag valued at around AED 5,000 in product.
Star Power: Huda & Mona Kattan and Mario Dedivanovic
The 2025 edition leans heavily into regional star power. Sephora Middle East and event briefings confirm a VIP masterclass line-up featuring:
Huda Kattan – founder of Huda Beauty and one of the world’s most influential beauty creators
Mona Kattan – founder of Kayali and co-founder of Huda Beauty, known for her fragrance-first vision
Mario Dedivanovic – celebrity makeup artist and founder of Makeup by Mario
VIP ticket holders get priority access to these daily sessions, which promise pro-level application techniques, product breakdowns and the kind of behind-the-scenes stories you don’t usually hear on social media.
For the region’s beauty community, seeing these names share a stage in Dubai – rather than in LA or New York – underlines how central the Middle East has become to the global beauty conversation.
Inside the Immersive Beauty Wonderland at Expo City
Sephoria Expo City: Why Al Wasl Plaza Matters
Al Wasl Plaza is the beating heart of Expo City Dubai – a vast open dome wrapped in a 360° projection surface, routinely used for large-scale light shows and cultural festivals.
Placing Sephoria Dubai 2025 here turns the festival into something more than a standard exhibition:
The dome’s projection mapping allows for fully themed visual worlds around each programming block.
The plaza layout naturally lends itself to zoned beauty “districts” – skincare, fragrance, colour, hair – that visitors can wander through like an actual city of beauty.
Evening sessions can tap into Al Wasl’s light shows, blending beauty, music and digital art in a way that feels closer to a concert than a trade show.
What Brands Are Coming to Sephoria Dubai 2025?
Event previews list a mix of global and cult-favourite brands across skincare, makeup, fragrance and haircare, including:
Drunk Elephant, Sunday Riley, Elemis, Gisou
Gucci Beauty, Laura Mercier, Bobbi Brown, Fenty Beauty
Clean and new-gen favourites like Hourglass, SAIE, e.l.f., ILIA and The Inkey List
Brand founders and experts from these houses are scheduled to host talks, demonstrations and meet-and-greets, turning each booth into a mini experience rather than just a counter.
How Sephoria Dubai 2025 Fits the Middle East Beauty Moment
Sephoria’s decision to bring its immersive format back to Dubai – and to anchor it at Expo City – is a clear signal of how powerful the Middle East beauty market has become. Sephora’s own regional communications position the event as the second in-person Dubai edition, following a successful debut in 2024.
For visitors flying in from Cairo, Riyadh, Kuwait or Doha, it’s essentially a beauty theme park for the weekend:
You discover international launches before they hit many local counters.
You meet the artists you usually only double-tap on Instagram.
You leave with a curated bag of products tailored to the region’s skin tones, climate and preferences.
It’s also a rare moment where regional talent sits centre stage. Having Huda and Mona Kattan – who built their beauty empire out of Dubai – headline the masterclass roster alongside Mario Dedivanovic makes Sephoria feel rooted in the Gulf, not just imported.
Planning Your Sephoria Dubai Weekend
Dates: 20–22 November 2025 (three days)
Location: Al Wasl Plaza, Expo City Dubai, UAE
Tickets: From AED 300 for Beauty Access; VIP packages available with upgraded swag bags and priority queues.
The Takeaway
For Niche readers looking at Sephoria Dubai 2025 as a potential winter escape, think of it as the Middle East’s answer to a beauty fashion week: one part festival, one part education, and one part luxury shopping spree under the lights of Expo City.
It’s not just another event on the calendar – it’s a sign that the Middle East’s beauty community is now important enough to host the world’s biggest brands on its own terms, in its own backyard.
