Sephora 'truly sorry' for frustrating first day at Expo City Dubai event

After a deluge of disappointment at long crowds and a lack-lustre VIP experience, Sephora Middle East put out a statement apologizing and acknowledging the frustration its clients had to face.

The Sephoria Dubai 2025 event is running at Expo City until this evening. However, day one (Nov 20) saw plenty of annoyed customers; they had expected a seamless shopping experience but wait times proved frustrating.

Addressing the upset, Sephora Middle East have put out a comment the next day, saying: We’re aware that many of you faced challenges at yesterday’s event and are truly sorry for any frustration this caused. Your experience means everything to us and we never want a moment at Sephora to feel anything less than great.

Promising the rest of the event would be smooth, they thanked clients for their feedback.

While things have improved exponentially, admit social media users, some are not quite satisfied with just an apology.

Social media user Gaida, for instance, said on Instagram: “It is absolutely unfair to the people who attended day 1 as VIP and faced the horrible disorganization, pushing, bullying by staff, for you to simply say “ we are taking your feedback to improve the next two days” and for the next two days to be organized and nice. It is unfair to me who paid the same exact amount as these people. It is unfair that I had to be pushed around and wait for 2 hours until I got to enter the event….What happened yesterday was ridiculous and responsibility needs to be taken as it’s unfair to me as a person who went on day 1.”