Sephora concluded the first stop of its 2025 Sephoria beauty festival at West Bund Dream Center in Shanghai. The three-day event drew nearly 5,000 participants under the “Play Makeup” theme, featuring immersive experiences. Nearly 50 international and emerging beauty brands participated, presenting new product trends. The event included appearances by makeup artist Jin Helong, comedian Li Xueqin, and model Yimengling, who delivered 21 interactive masterclasses. Sephora integrated a pop-up store into the festival for the first time.