It’s the month’s biggest Instagram affair

We imagine a grown woman’s playground to look something like this—life-sized makeup in place of swing sets, mirrors everywhere, and slides in the shape of a giant Louboutin heel. And because it’s 2018, that weird, wondrous fantasy has actually come true. From Jul 21-29, Sephora Singapore is pulling out all the stops with a massive beauty funhouse, where you can wander around giant lipsticks to your heart’s content.

Held at Ngee Ann City Civic Plaza, the Sephora Playhouse will feature 10 immersive rooms themed after some of the best-selling beauty brands stocked in-store—10 rooms, over 10 days, to celebrate the 10th birthday of Sephora Singapore. Enjoy swirly ice creams and coffees from Creamier while getting your brows done at the Benefit American diner-style room, or jump into a paddle pool against the backdrop of an underwater rainforest—an obvious homage to Tarte’s Rainforest of the Sea collection. There’s also a Cream Lip Slide in the room dedicated to house brand Sephora Collection, as well as striking setups from Fenty, Fresh, Kat Von D, Estee Lauder, Too Faced and Urban Decay.

Apart from the photo opportunities, you can also cop exclusive merchandise, limited edition collections and freebies at the retail room inside the Playhouse. Too Faced’s Peaches & Cream collection, finally here from the US, will be making its debut during the event, as is an exclusive face makeup set from Benefit. Makeup aside, you can also purchase hoodies, tote bags and accessories from the various brands. Sephora Playhouse is open to all Sephora Beauty Pass members, though you’ll have to sign up for a (free) session here (Gold members get priority access). The first 500 to arrive will receive a surprise goodie bag—but judging by the fast-selling weekend sessions, they’re probably already gone.

We’ll hand it to Sephora—it’s a good marketing tactic; whetting appetites with photo-worthy rooms and experiences, so that by the time you reach the retail counter, lips chapped and loins ablaze, you’ll be all set to whip out your credit cards faster than you can say "broke bitch". It’s probably how they’ve lasted 10 years.


Sephora Playhouse opens to the public Jul 21-29 at Ngee Ann City Civic Plaza.