Sephora China unveils 2020 beauty trends during Virtual Sephora Day

Selective retailing


On April 23 Sephora China presented beauty trends for spring/summer 2020 during Virtual Sephora Day, an exclusive livestreamed event. This first edition proved a resounding success among Chinese consumers, drawing over one million viewers on the Maison’s different digital broadcast channels.


With Virtual Sephora Day in China last April 23, Sephora once again confirmed its global leadership in prestige beauty retailing. Last year Sephora China unveiled the season’s beauty trends during Sephora Day, which went online in 2020 amidst the Covid-19 restrictions that have made public gatherings impossible.

Virtual Sephora Day was livestreamed on April 23 on the Sephora website, as well as WeChat and e-commerce platforms Tmall (part of Alibaba) and With over a million viewers during the three-hour event, this new format met with an enthusiastic response among Chinese consumers.

© Sephora

Sephora invited beauty editors from top fashion magazines and popular beauty bloggers to discuss six curated global beauty trends: Targeted Skincare, Glossy Girl, Jungle Adventure, Naughty Braids, Floral Fragrance and Environmental Respect. These themes bring to life Sephora’s cutting-edge interpretation and pragmatic philosophy on skincare, makeup, fragrance and haircare trends.

To illustrate the season’s six beauty trends, more than 100 new or classic “Only at Sephora” products from 43 worldwide brands were presented  during Virtual Sephora Day, including those from the ultra-popular Sephora Collection.

The innovative Virtual Sephora Day initiative was a huge hit among both the public and the media, underscoring the Maison’s broad and inclusive vision of beauty, offering both niche brands and products from renowned international brands.