Sephora Diner

The Sephora Diner

Service Design

Service Designer

Visual Designer

The Sephora Diner | BrandX 4 week challenge with Sephora

Pull up a seat—we’re serving looks & belonging.

An immersive pop-up experience concept designed to celebrate beauty, belonging, and bold self-expression—served with a side of retro flair.

View more working details

Project Type

Service Design

Duration

4 weeks, Winter 2020

Tools

Adobe (Illustrator and Photoshop) and Google Suite

Team

3 UX Designers

Design Digest

We Belong to Something Beautiful

The Sephora Diner was my team’s creative response to the 2020 BrandX Challenge with Sephora. Inspired by the retro charm of American diners, my small but mighty team of three imagined a nostalgic yet futuristic retail space that blends beauty, community, and self-expression. As a UX designer and concept strategist, I helped craft a space that invites guests to “order” custom beauty experiences, explore personalized services, and build connections—just like your favorite neighborhood spot. Though the project wasn’t selected as a finalist, I’m proud of the imaginative world-building, storytelling, and experience design my team accomplished under tight deadlines.

Introducing The Sephora Diner

A 1950s diner becomes a beauty playground, social media heaven and, a place to belong.

The Sephora Diner is an immersive pop-up experience that reimagines the retro American diner as a vibrant celebration of beauty, self-expression, and community. Created for Sephora’s Brand X Challenge, the space invites guests to explore their Color Story, champion a social cause close to their heart, and connect with others in an environment that’s equal parts playful, nostalgic, and empowering. Rooted in Sephora’s campaign “We Belong to Something Beautiful,” the Diner was designed to be more than just an aesthetic space—it’s a platform for inclusion, education, and celebration. Every touchpoint—from the interactive menu to the personalized makeup experience—was created to spark meaningful conversations and leave guests feeling seen, celebrated, and inspired. Whether sipping a city-inspired milkshake at the counter, mixing a custom product in the kitchen, or adding their voice to the color mural, guests leave The Sephora Diner with more than just a gift bag—they leave with a sense of belonging.

A 1950s diner becomes a beauty playground, social media heaven and, a place to belong.

Three Ways to Step Into Beauty, Belonging, and Bold Expression

Together, these elements create a vibrant, multi-sensory journey that celebrates individuality, inclusion, and the power of personal expression.

Three Ways to Step Into Beauty, Belonging, and Bold Expression

Together, these elements create a vibrant, multi-sensory journey that celebrates individuality, inclusion, and the power of personal expression.

Three Ways to Step Into Beauty, Belonging, and Bold Expression

Together, these elements create a vibrant, multi-sensory journey that celebrates individuality, inclusion, and the power of personal expression.

The Diner & Kitchen

Three mobile rooms (diner, kitchen, to-go window) that align to create a mini 1950s diner experience with limited beverage services and a classic retro feel.

The Diner & Kitchen

Three mobile rooms (diner, kitchen, to-go window) that align to create a mini 1950s diner experience with limited beverage services and a classic retro feel.

The Diner & Kitchen

Three mobile rooms (diner, kitchen, to-go window) that align to create a mini 1950s diner experience with limited beverage services and a classic retro feel.

The Mural

Detachable larger-than-life canvas murals will remain in each city to celebrate the diversity and creativity of its people.

The Mural

Detachable larger-than-life canvas murals will remain in each city to celebrate the diversity and creativity of its people.

The Mural

Detachable larger-than-life canvas murals will remain in each city to celebrate the diversity and creativity of its people.

The Classic Cars

Classic cars with Sephora We Belong to Something Beautiful branding to support our main event.

The Classic Cars

Classic cars with Sephora We Belong to Something Beautiful branding to support our main event.

The Classic Cars

Classic cars with Sephora We Belong to Something Beautiful branding to support our main event.

Discover

We began our research by digging into Sephora’s brand history and evolving identity—particularly how it champions diversity, self-expression, and beauty beyond binaries. We studied successful experiential retail activations across fashion, beauty, and tech to identify what makes a space feel truly immersive. We also explored trends in pop culture, hospitality, and nostalgia—zeroing in on the emotional power of the American diner as a playful, inclusive space. Informal interviews with Sephora shoppers helped us understand what kinds of physical interactions and brand storytelling resonate most.

The Brand X Challenge

The BrandX Challenge is a brand-sponsored design competition for college students. In 2020, Sephora invited teams to expand on their campaign “We Belong to Something Beautiful” by conceptualizing a 3D exhibit design for a pop-up shop. This immersive space would appear in select locations and serve as an interactive, inclusive destination for beauty lovers.

Our task was not just to design a visually engaging installation, but to create a holistic experience—from physical space to digital storytelling. Teams were encouraged to integrate brand identity, sensory design, social interaction, and marketing strategies that reflect Sephora’s commitment to inclusivity, personalization, and innovation.

As part of our response, we developed:

A unique brand identity for our pop-up concept
A social media campaign, complete with recommended influencers
Defined standard and VIP guest experiences
Post-event engagement opportunities to extend the brand connection beyond the physical pop-up

This project challenged us to think across disciplines—experience design, brand storytelling, marketing strategy, and environmental design—to deliver a bold, future-facing beauty experience.

Vision Statement

These insights led us to ask: What if the future of beauty looked backward for inspiration—reclaiming the past to design for connection?

Vision Statement

These insights led us to ask: What if the future of beauty looked backward for inspiration—reclaiming the past to design for connection?

Vision Statement

These insights led us to ask: What if the future of beauty looked backward for inspiration—reclaiming the past to design for connection?

How might we...?

How might we create a tactile, inviting beauty experience that celebrates individuality and community in a socially-distanced, post-pandemic world?

How might we...?

How might we create a tactile, inviting beauty experience that celebrates individuality and community in a socially-distanced, post-pandemic world?

How might we...?

How might we create a tactile, inviting beauty experience that celebrates individuality and community in a socially-distanced, post-pandemic world?

Project Goals

Reimagine physical retail as an emotional anchor point.

Create interactive, low-touch ways to explore products and services.
Celebrate beauty as a communal and expressive ritual—not just a transaction.

Define

The core insight we uncovered was that beauty, for many, is about community as much as it is about self. Our target audience—Gen Z and Millennial consumers—crave shareable, in-person experiences that reflect their values. They want to feel seen, celebrated, and invited in. We defined our challenge as: “How might we create a pop-up space that celebrates diverse beauty, encourages discovery, and delivers joy—without sacrificing authenticity?” This became the foundation of our creative strategy.

Research

To ground our concept in real user behavior and brand context, my small team led exploratory research that included:

Reviewing Sephora’s brand pillars and past retail innovation (like Beauty TIP workshops and Color IQ tech).
Analyzing Gen Z consumer trends, especially related to identity, nostalgia, and immersive shopping.

Limited by the COVID19 pandemic that had shut the world down just a few weeks before, our research was limited to mostly secondary research and our previous in-store experiences. Here are our highlight findings:

Sephora Brand Values

Beauty for All
- Sephora champions diversity and inclusion through product curation, shade ranges, and its internal and external initiatives.
- Their tagline "We Belong to Something Beautiful" isn’t just a campaign—it’s a manifesto that shapes hiring practices, representation in advertising, and in-store experiences.

Education & Empowerment
- Sephora sees itself as a beauty educator: their Beauty Advisors, online tools, and video tutorials aim to empower consumers, not just sell to them.
- Services like Color IQ, Skincare IQ, and in-store classes put knowledge into customers' hands.

Innovation in Experience
- A pioneer of the “try before you buy” model, Sephora redefined retail with hands-on sampling, digital-first loyalty, and immersive in-store tech.
- Sephora’s Beauty Insider program is a gold standard in customer loyalty, offering personalization and prestige.

Commitment to Clean and Conscious Beauty
- Initiatives like Clean at Sephora spotlight brands free from harmful ingredients.
- The company has made public commitments to sustainability, equity, and anti-racism, including their 15% Pledge to support Black-owned businesses.

Global Reach, Local Relevance
- Sephora tailors its product mix and marketing strategies by region, with a glocal (global + local) approach that helps them stay relevant in diverse markets.
- Collaborations with influencers, creators, and niche brands fuel cultural relevance, especially among younger audiences.

Gen Z Beauty Values

Self-Expression Over Perfection
- Beauty is about creativity, not conformity.
- Gen Z often views makeup as a form of art, identity, and self-care—not a tool to “fix” flaws.
- Bold colors, experimental styles, and gender-fluid aesthetics are popular.
Inclusivity Is Non-Negotiable
- They expect diverse shade ranges, gender inclusivity, and representation across races, body types, and abilities.
- Brands like Fenty and E.l.f. are celebrated for being inclusive, accessible, and socially conscious.

Sustainability and Ethics Matter
- Gen Z is highly concerned with environmental impact, cruelty-free practices, and ingredient transparency.
- They research brands before buying and are skeptical of greenwashing.

Digital-First Discovery
- TikTok is a beauty authority—from “Get Ready With Me” routines to viral product reviews.
- They love micro-influencers, authentic content, and brands that engage in two-way conversations.
- They’re more likely to trust a peer’s video review than a polished ad campaign.

Hybrid Products and Tech Integration
- Gen Z is into multifunctional products (e.g., skincare-infused makeup) and smart beauty tools.

Sephora & Gen Z

What Gen Z looks for in a brand:

Playfulness & relatability (Glossier, Starface, Youthforia)

Mission-driven identity (e.g., “clean,” vegan, inclusive)
Affordable but quality—value is key, even if price isn’t low
Community and participation, like co-creation and TikTok duets

Sephora's relationship with Gen Z:

Trusted but trendy—Sephora balances being a legacy brand and a Gen Z fave

Offers inclusive products, free education, and room to play
Transparent about values, takes action on social issues, and gives platform to underrepresented voices
They meet Gen Z where they are: TikTok, YouTube, and IRL pop-ups

Design

Our design response was The Sephora Diner, a beauty pop-up modeled after the feel-good nostalgia of classic diners, but reimagined through a contemporary, inclusive lens. We built a full identity system around this concept, including a playful logo, signage, and branded experiences both in-person and online. The experience was mapped out with zones like a lipstick jukebox, foundation milkshake bar, to-go gift boxes, and a beauty booth for makeup consultations. We also designed a tiered engagement system—featuring standard and VIP guest experiences—to encourage repeated visits and word-of-mouth. Custom packaging, interactive mirrors, and community photo ops rounded out the experience.

Our concept, The Sephora Diner, transformed the in-person experience into a playful, service-first beauty bar.
Key elements I contributed to:

UX Journey: I mapped guest flows from entry to exit, including “menu-style” product exploration and interactive service counters.
Environment Design Support: I helped storyboard key diner zones—like booths for tutorials, lipstick “sundae bars,” and fragrance “jukeboxes.”
Touchpoint Design: I developed digital and analog assets including a website for ordering event tickets.

Pitch Deck Development

We took our research and used it to develop our contextual slides for our pitch deck:

Brand Development

To bring The Sephora Diner to life, we created a cohesive brand identity that blended Sephora’s core values of inclusivity, empowerment, and self-expression with playful, retro diner aesthetics. From typography and color palette to tone of voice and messaging, every design choice was made to resonate with Gen Z audiences while staying true to Sephora’s legacy of celebrating all forms of beauty. This foundation extended into every element of the experience, ensuring that guests would feel not just welcomed—but seen.

Brand Development

Inspiration

Sephora's existing brand

Also inspired by Sephora’s iconic design language, we wanted to emphasize it our design framework. Sephora’s classic branding inspired the black and white stripes and we used their main fonts, Georgia and Helvetica, for our text. The We Belong to Something Beautiful campaign also included a typeface which we felt Acier Bat replicated very closely.

Retro inspiration

We looked to advertisements from the 1950s to build the foundation for our branding identity.

Our Branding Identity

Visaul Identiy

This research inspired the classic car, the sign shape, yellow backdrop and star elements. It also inspired our color palette which we brightened for our event.

Visaul Identiy

This research inspired the classic car, the sign shape, yellow backdrop and star elements. It also inspired our color palette which we brightened for our event.

Visaul Identiy

This research inspired the classic car, the sign shape, yellow backdrop and star elements. It also inspired our color palette which we brightened for our event.

Messaging Architecture

We developed a messaging architecture to ensure our brand remained consistent.

Messaging Architecture

We developed a messaging architecture to ensure our brand remained consistent.

Messaging Architecture

We developed a messaging architecture to ensure our brand remained consistent.

Floorplan Design

A mobile, 40x40 free standing unit which can be used in different locations. The unit breaks into three parts for easy transportation and set up at each site. Unit is equipped with retro lights, furniture, fixtures, decor pieces (such as a jukebox, records, neon signs, etc.) and more. All activities and areas of the unit are accessible for all of our guests.

Floorplan Design

Site Accessibility

Accessibility was an important aspect for us to consider because our experience heavily relied upon moving through a space. To ensure accessibility for all of our guests, we included a wide low ramp to enter the diner. Inside of the diner experience, we provided plenty of seating opportunities for guests. We did not want any wheelchair areas to feel “retrofitted” so we intentionally designed with these guests in mind and included equal opportunity experience areas.

Site Accessibility

Concept Sketches

We sketched the vision before we moved into the final rendering process of the physical experience.

Concept Sketches

We sketched the vision before we moved into the final rendering process of the physical experience.

Concept Sketches

We sketched the vision before we moved into the final rendering process of the physical experience.

UI Design

We then moved into the UI design for our supplemental digital experience.

UI Design

We then moved into the UI design for our supplemental digital experience.

UI Design

We then moved into the UI design for our supplemental digital experience.

Mobile View

Screenshots of work in progress and design iterations

Mobile View

Screenshots of work in progress and design iterations

Mobile View

Screenshots of work in progress and design iterations

Web View

Screenshots of work in progress and design iterations

Web View

Screenshots of work in progress and design iterations

Web View

Screenshots of work in progress and design iterations

Deliver

We delivered our full concept as a cohesive pitch deck, complete with 3D spatial mockups, a full social media rollout, sample influencer partnerships, and a post-event engagement plan. The project included touchpoints for physical interaction, digital amplification, and long-tail customer connection. While there were no physical installations due to the speculative nature of the challenge, we treated the project with the same rigor we would a real-world client presentation—down to designing Instagrammable moments, brand collateral, and measurable KPIs.

Sephora's 2020 Fearless Tour

The Fearless Tour is a a North-American brand-focused tour for Sephora that begins at SEPHORiA: House of Beauty. Inspired by Sephora’s commitment to being an inclusive, judgement free space for beauty, this tour brings Sephora’s We Belong to Something Beautiful manifesto to life. We selected 4 cities to feature the pop-up expereince.

Sephora's 2020 Fearless Tour

The Sephora Diner: A Pop Up Experience

Nothing is more quintessentially American than '50s-style diners, they have seen America through it all. From the Greensboro sit-in during the 1960s civil rights protests to serving families on road trip across the country still today. We chose the 50s diner theme to reclaim an experience that was not always as inclusive and make it as fun, diverse, and colorful as can be. Welcome to #theSephoraDiner.

The Sephora Diner: A Pop Up Experience

Your colors are beautiful.

We aim to give people a chance to experience their color story in a new and inspiring way by encouraging them to show their colors and share their experiences with each other. Through this, guests will deepen their love for Sephora or get a chance to fall in love with it for the first time. We hope they leave the experience loving themselves and others a bit more, too.

Your colors are beautiful.

What is a color story?

At Sephora, we believe everyone has a Color Story—a unique blend of shades, tones, and products that reflects who they are. It’s more than just your Color IQ or favorite lipstick—it's a vibrant expression of personality, culture, emotion, and style. Your Color Story is the palette that tells the world how you show up: boldly, softly, joyfully, powerfully. It’s the colors that make you feel most like yourself—and the ones that connect you to a wider beauty community. Through the Sephora Diner experience, guests are invited to explore and share their Color Story in a fresh, empowering way. Whether they’re seasoned beauty lovers or discovering Sephora for the first time, we hope every guest leaves more inspired, more seen, and more in love—with makeup, with community, and with themselves.

What is a color story?

Champion Causes

There are eight Champion Causes whcih proudly stand for: 1) Celebrating diversity, 2) Empowering with accessibility, 3) Eco friendliness, 4) LGBTQ+ proud or ally support, 5) Age inclusivity, 6) Empowering women, 7) Being in a creative community, and 8) Clean beauty. Inspired by CLEAN at Sephora (a seal which indicates a product has been formulated without parabens, sulfates, etc.). Visit www.sephora.com/beauty/clean-beauty-products to learn more.

Champion Causes

Champion Brands

A Champion Brand at Sephora is a brand which has been identified as endorsing and actively supporting one or more of our eight Champion Causes. As our We Belong to Something Beautiful movement grows, we will continue to add exciting new brands and identify even more causes to champion and communities to support.

Champion Brands

In-Store Conversation Starters

Sephora staff, known as Beauty Advisors, will be able to share more information about Champion Brands each guest may be interested in the most. For example, if a guest champions Celebrating Diversity, Beauty Advisors may discuss the Sephora exclusive brand FENTY which champions this cause as well.

In-Store Conversation Starters

Pre-Event

Pre-Event Social Media Campaign

Audience engagement starts on social media. Sephora’s online presence is incredibly impressive. Our campaign would utilize their existing Instagram and Facebook accounts @Sephora to reach over 19M customers.

Pre-Event Social Media Campaign

The Sephora Squad

In 2019, Sephora launched a “different kind of beauty-influencer program” which celebrates diversity and the “most authentic and inspiring voices.” In the weeks leading up to activation, we would have members of the #SephoraSquad post using #theSephoraDiner to inspire event attendance.

The Sephora Squad

Stories/Reels

Sephora has an impressive 15M story views. With a short video post to their story, audiences across the world would get a quick understanding of the Sephora Diner. Interested guests could swipe up to learn more on the website and purchase entry badges.

Stories/Reels

Posts

Posts on @Sephora’s Instagram leading up to the event would showcase the Dine-In experience and help to add hype around #theSephoraDiner. Links in the bio will lead to sites to learn more and purchase entry badges.

Posts

Image Text:

1. “Don’t miss out on the biggest and retro beauty event of the year! #theSephoraDiner”

2. “Did you get your tickets yet? Click the link in our bio to sign up for the biggest beauty event of the year #theSephora Diner"

Purchasing Badges

Guests will be able to purchase entry badges for the 2020 Fearless Tour online on the Sephora website or via the Sephora app.

Purchasing Badges

Guests will be able to purchase entry badges for the 2020 Fearless Tour online on the Sephora website or via the Sephora app.

Purchasing Badges

Guests will be able to purchase entry badges for the 2020 Fearless Tour online on the Sephora website or via the Sephora app.

Demo checkout process:

Champion Causes Survey

During the checkout phase of purchasing a badge, guests are prompted to complete a survey. Guests will let us know which of our eight causes they champion by ranking them from the most to least important to them.

Champion Causes Survey

Image Text:

“At Sephora, we believe that we belong to something beautiful. This will be used to enhance your SEPHORA experience and be displayed on your entry badge. Which causes do you champion? Please rank them from most important (1) to least (8).”

Recieve Your Badge

In the mail, guests receive their entry bages along with a personalized invitation card in a recycled paper envelope.

Recieve Your Badge

In the mail, guests receive their entry bages along with a personalized invitation card in a recycled paper envelope.

Recieve Your Badge

In the mail, guests receive their entry bages along with a personalized invitation card in a recycled paper envelope.

Invitation Card

A warm introduction to The Sephora Diner experience, this playful, retro-inspired card sets the tone with bold colors, expressive typography, and an empowering message of beauty, belonging, and bold self-expression. It welcomes guests into the space as more than attendees—they’re part of the community.

Invitation Card

Badge and Champion Cause Sticker

Every guest receives a personalized diner-style name badge along with a sticker representing their selected Champion Cause. These symbols, which they attach to their badges themselves, creates an instant sense of shared values and spark connection within the space. Wear it proud—your cause belongs here.

Badge and Champion Cause Sticker

On the back of the badge is a QR code which directs them to the Sephora Quizzes page* so guests can learn more about their color stories and create a Beauty Insider account if they do not yet have one. | *https://www.sephora.com/beauty/best-beauty-products

Reuse & Recylce

Got extras? Give them new purpose. This stylish insert encourages guests to bring any old, unused, or unwanted makeup to the diner. Unopened items will be donated to Sephora’s Classes for Confidence, while all others will be responsibly recycled. It’s a simple way to make space in your beauty bag and make a difference in someone’s life.

Reuse & Recylce

Onsite At The Event

Three Ways to Step Into Beauty, Belonging, and Bold Expression

The Sephora Diner pop-up is more than a space—it’s an experience built around nostalgia, self-expression, and community impact. Guests begin their journey outside with a photo op among classic retro cars, symbolizing timeless beauty and personal transformation. Inside the diner, they’re welcomed into an inclusive space that blends playful interactivity with personalized beauty experiences—from city-inspired drinks to one-on-one moments with Beauty Advisors. Finally, they leave their mark on the Color Mural, a collaborative art piece created with real makeup and paint that celebrates the vibrant stories of each city—and each guest. Together, these three elements create a space that is uniquely Sephora: bold, beautiful, and built on belonging.

Three Ways to Step Into Beauty, Belonging, and Bold Expression

The Diner & Kitchen

Three mobile rooms (diner, kitchen, to-go window) that align to create a mini 1950s diner experience with limited beverage services and a classic retro feel.

The Diner & Kitchen

Three mobile rooms (diner, kitchen, to-go window) that align to create a mini 1950s diner experience with limited beverage services and a classic retro feel.

The Diner & Kitchen

Three mobile rooms (diner, kitchen, to-go window) that align to create a mini 1950s diner experience with limited beverage services and a classic retro feel.

The Mural

Detachable larger-than-life canvas murals will remain in each city to celebrate the diversity and creativity of its people.

The Mural

Detachable larger-than-life canvas murals will remain in each city to celebrate the diversity and creativity of its people.

The Mural

Detachable larger-than-life canvas murals will remain in each city to celebrate the diversity and creativity of its people.

The Classic Cars

Classic cars with Sephora We Belong to Something Beautiful branding to support our main event.

The Classic Cars

Classic cars with Sephora We Belong to Something Beautiful branding to support our main event.

The Classic Cars

Classic cars with Sephora We Belong to Something Beautiful branding to support our main event.

Staff Attire

To fit with the theme of an American diner, Beauty Advisors will be dressed in retro diner uniforms to help guests identify them easier and immerse them in the experience. Beauty Advisors will also wear Badge Stickers for the cause that they champion.

Staff Attire

Guest Experience Tiers

Guests experience every phase of Sephora’s iconic Teach, Inspire, Play, Share journey in three different experience tiers. The three experience tiers are: 1) Dine-In: VIPs 2) To-Go: General admission 3) Cruisers: Passerby

Guest Experience Tiers

Dine-In: VIP Deluxe

Be treated to a beverage at the counter, create your own makeup in the kitchen, access premium photo areas, add your mark to a special mural wall and, receive a VIP goodie bag with cosmetics and a deluxe Champion Brand makeup gift.

Dine-In: VIP Deluxe

Welcome Experience

In-line

Guests can snap photos with the classic cars before hopping in line. While waiting, they can scan the QR code on their badge to take Sephora’s Color ID quiz in the app and discover their Color IQ. Then, they’re invited to share their results using #MyColorStory.

In-line

Being seated

Guests are welcomed inside and seated at a booth along the wall. While they wait for a spot at the counter, they can play songs on the jukebox and snap some fun photos at the indoor photo ops. If they’ve brought makeup to donate or recycle, the host will collect it at the door.

Being seated

VIP Counter Experience

What is your color story?

Guests are seated at the counter, where up to six guests are served at a time for a more personalized, VIP experience. A friendly server invites each guest to share their Color Story and explain why they chose their Champion Cause. While they chat, guests enjoy a retro-style drink from a city-specific menu featuring diner favorites like milkshakes, smoothies, sodas, and iced teas. As a thank-you for championing a cause, each guest receives an exclusive deluxe gift from a Champion Brand aligned with their selected cause. Gifts may include premium makeup or skincare items, and are only available to Dine-In guests. Afterward, guests are guided into the kitchen to continue the experience.

What is your color story?

Build your color story

In the kitchen, Dine-In guests team up with Sephora Beauty Advisors for an immersive, one-on-one session that blends creativity, customization, and care.

Build your color story

In the kitchen, Dine-In guests team up with Sephora Beauty Advisors for an immersive, one-on-one session that blends creativity, customization, and care.

Build your color story

In the kitchen, Dine-In guests team up with Sephora Beauty Advisors for an immersive, one-on-one session that blends creativity, customization, and care.

Play

Guests choose to create a custom lipstick, eyeshadow kit, or moisturizer using a variety of high-quality ingredients, shades, and scents. Together with their Beauty Advisor, they mix and match formulas to find the perfect combination that reflects their personal style and story.

Play

Teach & inspire

While crafting their product, guests receive a personalized mini-service and learn more about the deluxe gifts they’ve received—each one curated by a Champion Brand aligned with their chosen cause.

Teach & inspire

Gifts & giveaways

Before leaving, guests are gifted a retro-inspired "take-out" box filled with deluxe makeup treats—and gain exclusive access to the kitchen’s vibrant, photo-ready space, perfect for sharing on social. All custom products are thoughtfully packaged using sustainably recycled materials, reinforcing Sephora’s commitment to conscious beauty.

Gifts & giveaways

The standard takeaway set includes:

• Makeup Samples & Tools

• We Belong to Something Beautiful Apron

• Paint in “sauce packets”

Dine-In guests also receive:

• Additional deluxe makeup samples

• Their Champion Brand’s deluxe gift

• Their custom made cosmetic item

Mural Experience

Around the mural, Beauty Assistants are on hand to capture photos, share information about upcoming Sephora Classes and events, and offer guests the chance to continue their beauty journey locally.

Guests are encouraged to snap a photo of the mural and share it with the hashtag #TheColorsOf[CityName], adding their voice to a growing chorus of color, creativity, and confidence.

Share and show your colors: VIP exclusive mural

As the final stop of the Dine-In journey, guests are invited to contribute to a vibrant, collaborative mural experience that celebrates self-expression, community, and belonging. Using a mix of donated makeup and paint, guests add their unique shades to a no-line canvas—representing their Color Stories and champion causes. This mural becomes a living artwork and love letter to the city’s people and identities, and remains behind as a colorful legacy.

Share and show your colors: VIP exclusive mural

To-Go: General Admission

Swing by the to-go counter for a beverage and a goodie bag of cosmetics. Stick around to add your touch to the mural and be sure to check out the photo wall.

To-Go: General Admission

Swing by the to-go counter for a beverage and a goodie bag of cosmetics. Stick around to add your touch to the mural and be sure to check out the photo wall.

To-Go: General Admission

Swing by the to-go counter for a beverage and a goodie bag of cosmetics. Stick around to add your touch to the mural and be sure to check out the photo wall.

Welcome Experience

Arrival

Upon arrival, guests are encouraged to take some photos along the photo wall and with the classic cars before joining the line.

Arrival

Upon arrival, guests are encouraged to take some photos along the photo wall and with the classic cars before joining the line.

Arrival

Upon arrival, guests are encouraged to take some photos along the photo wall and with the classic cars before joining the line.

In-line: What is your color story?

Guests engage with Beauty Advisors about their personal color stories.

In-line: What is your color story?

Guests engage with Beauty Advisors about their personal color stories.

In-line: What is your color story?

Guests engage with Beauty Advisors about their personal color stories.

To-Go Window

To-go window

Guests receive “take-out” bag of makeup and skin care gifts.

To-go window

Guests receive “take-out” bag of makeup and skin care gifts.

To-go window

Guests receive “take-out” bag of makeup and skin care gifts.

Gifts & giveaways

Mural Experience

Guests are encouraged to snap a photo of the mural and share it with the hashtag #TheColorsOf[CityName], adding their voice to a growing chorus of color, creativity, and confidence.

Public mural experience

Guests share their colors on the mural.

Public mural experience

Guests share their colors on the mural.

Public mural experience

Guests share their colors on the mural.

Donation bins

Guests who have brought old or unwanted makeup drop it off in provided bins.

Donation bins

Guests who have brought old or unwanted makeup drop it off in provided bins.

Donation bins

Guests who have brought old or unwanted makeup drop it off in provided bins.

Bin Text:

“Donation Bin: sealed and unused makeup only, please.”

“Recycling Bin: any opened, old, used, or unwanted makeup and packaging.”

Cruiser: Passerby

Stop on by for a quick photo with a classic car and check out the mural.

Cruiser: Passerby

Stop on by for a quick photo with a classic car and check out the mural.

Cruiser: Passerby

Stop on by for a quick photo with a classic car and check out the mural.

Welcome Experience

Arrival

Cruiser guests are most likely passerbys engaged on site. This experience is free. Cruisers are welcome to take photos with the classic cars and, should they like to participate further, may purchase To-Go or Dine-In entry badges on site with one of the Beauty Advisors.

Arrival

Mural Experience

Public mural experience

Cruisers are encouraged to take photos of the mural and share with #theColorsOf__

Public mural experience

Cruisers are encouraged to take photos of the mural and share with #theColorsOf__

Public mural experience

Cruisers are encouraged to take photos of the mural and share with #theColorsOf__

After The Event

Sharing the Experience

Posts will encourage guests to share their photos from the event using the hashtags for the chance to be reposted on @Sephora’s Instagram page. #theSephoraDiner #WeBelongToSomethingBeautiful #theColorsOf__ Image Text: “We love seeing your #theSephoraDiner pictures! Be sure to tag us at #SEPHORA #WeBelongToSomethingBeautiful”

Sharing the Experience

The Murals

The murals would stay in the offices of the closest Sephora office in each city and be used to inspire sustainable packaging designs for future Sephora Collection products. Each mural will be named after their city titled #theColorsOf__ (LA, SEA, CHI, ATL, ELP). Image Text: “Thank you for the mural from #theSephoraDiner! This mural will be moved to our Atlanta office where it will remind us of what inspires us: that’s you, beautiful!”

The Murals

Donated Unused Makeup

Unopened sealed makeup gathered at the event will be donated to Sephora Cares and Sephora’s Classes for Confidence programs. Instagram posts will highlight the classes and encourage more donations and inspire people to do good.

Donated Unused Makeup

Examples of donation opportunities within Sephora:

Sephora Cares
Sephora Cares is an initiative to raise awareness of domestic violence and provide resources for survivors.

Classes for Confidence
Sephora developed Classes for Confidence to help inspire fearlessness in those facing major life transitions. Classes are hands-on with the themes Brave Beauty in the Face of Cancer, and Bold Beauty for the Transgender Community and Workforce.

Image Text:

“Thanks to your #theSephoraDiner donations, we held a charity event for domestic violence survivors. #WeBelongToSomething Beautiful”

Recycled Makeup

Packaging will be separated on site from the makeup pigment which will be used to color the murals by guests. The packaging will be recycled to create sample sized makeup packaging. These sample containers will be used for in-store samples in Sephoras. Guests can follow the journey of the recycled makeup via Sephora’s Instagram account. Image Text: “Just Look at all that makeup donated at our #theSephoraDiner event last weekend! This packaging will be recycled and plastic re-used!”

Recycled Makeup

Email Surveys

One of our KPIs was a net performer score. This score would gathered in a survey sent to guests at the end of the event to understand our customer satisfaction rating. Image Text: In the body of the email: “Thank you for visiting the Sephora Diner. How likely are you to recommend The Sephora Diner to a friend?” [Score 1-10 for users to score their experience.]

Email Surveys

The Launch of Champion Causes

We did not want #theSephoraDiner to only be a weekend long event. Instead, the 2020 Fearless Tour is also an activation of Champion Causes/Brands on Sephora’s website. Inspired by the CLEAN at Sephora, we hope to see the Champion Causes seals implemented in a similar way on the Sephora site so that guests can continue to champion their causes and keep up with the We Belong to Something Beautiful campaign even after the event is over. CLEAN, an existing Sephora initative, at Sephora webpage found at www.sephora.com/beauty/clean-beauty-products

The Launch of Champion Causes

Shop By Campion Causes

Customers will be able to shop on the We Belong to Something Beautiful page to support all of the Champion Causes.

Shop By Campion Causes

Customers will be able to shop on the We Belong to Something Beautiful page to support all of the Champion Causes.

Shop By Campion Causes

Customers will be able to shop on the We Belong to Something Beautiful page to support all of the Champion Causes.

Shop By Campion Brands

Customers can shop entire brands who support a Champion Cause. Customers will be able to see the brand’s Champion status while shopping for their favorite products anywhere on the Sephora website with the Champion seals.

Shop By Campion Brands

Want to see more?

View the full pitch deck.

Open pitch deck

Debrief

Although our concept didn’t win the final challenge, The Sephora Diner remains one of my proudest projects. It pushed me to think deeply about how brand, space, and story come together—and how to design for joy, identity, and accessibility all at once. I grew immensely as a UX and brand strategist, gaining experience in experiential design and cross-functional teamwork. Created just a few weeks into the COVID19 pandemic, we were working in a different world but did work that make us proud. Most importantly, I walked away with a greater understanding of how play, beauty, and belonging can intersect in powerful, meaningful ways.