8,000 people, 50 brands: what Sephora’s annual festival reveals about the future of beauty

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October 3rd, 2024 // Fast Company

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 8,000 beauty fans descended from around the country for Sephora’s annual beauty festival, known as Sephoria.

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