Sephora has been named the Official Beauty Partner of US television competition series Dancing with the Stars.

Beginning with the 15 September premiere, the LVMH-owned beauty retailer will appear throughout season 35 of the show, with on-air integrations, custom social content and experiential activations.

This includes on-site Sephora vanity stations and glam touch-ups for audience members, and a new on-set “last looks” activation for the cast.

Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year’s winners are revealed. Click here to secure your place.

The partnership gives Sephora a major platform to reach an “engaged, cross-generational audience with its message of beauty as a source of confidence and self-expression”, Megan Black, SVP of Digital Marketing & Media at Sephora, told Cosmetics Business.

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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