Sephora’s highly anticipated beauty extravaganza, Sephoria, held in Dubai from November 20–22, 2025, turned into a mixed experience for attendees. The event, hosted at Al Wasl Plaza in Expo City, promised an immersive experience with over 70 brand activations, masterclasses, exclusive product launches, and photo opportunities. However, Day 1, reserved for VIP ticket holders, was marred by long queues, delayed entry, and mismanagement. Attendees reported waiting over an hour to enter, with gates opening late and swag bags arriving after significant delays. Some VIPs even missed out on the promised Dh5,000 worth of goodies. Sephora issued a public apology on social media, vowing to improve the experience for subsequent days. Day 2 saw better organization, with structured queues and timely entry, leading to positive feedback from attendees. Despite the initial setbacks, many guests praised the event’s overall value, leaving with bags full of premium beauty products.
‘Truly sorry’: Sephora apologises after event visitors complain of long queues, delays
