Sari Rifkin, Sephora's Experiential Marketing Director, Named to BizBash 40 Under 40

The 39-year-old has spearheaded major in-store and virtual events for the beauty retailer over the past 12 years.

Mar. 30, 2026 at 6:07pm

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Sari Rifkin, 39, has been named to BizBash's 2026 40 Under 40 list for her work as the director of experiential marketing at Sephora. In her 12 years at the company, Rifkin has led the expansion of Sephora's signature SEPHORiA event to multiple global markets, including the creation and launch of the event's virtual debut.

Why it matters

Experiential marketing has become an increasingly important part of retail strategy, especially for beauty brands looking to drive engagement and build loyalty with consumers. Rifkin's work at Sephora showcases how a leading brand can successfully execute large-scale in-person and virtual events to connect with its audience.

The details

At Sephora, Rifkin has overseen a wide range of in-store and off-site client experiences, including leading the expansion of SEPHORiA to the U.S., France, China, Brazil, and the UAE. She has also played a critical role in the creation and launch of the event's virtual debut. Prior to joining Sephora, Rifkin gained experience in PR and brand management while working directly for fashion designer Norma Kamali.

  • Rifkin has worked at Sephora for over 12 years.
  • She was named to BizBash's 40 Under 40 list in 2026.

The players

Sari Rifkin

The 39-year-old director of experiential marketing at Sephora, based in New York.

Sephora

A leading beauty retailer where Rifkin has worked for over 12 years, overseeing in-store and virtual experiential marketing programs.

Norma Kamali

The fashion designer that Rifkin worked for early in her career, gaining experience in PR and brand management.

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The takeaway

Rifkin's work at Sephora demonstrates the growing importance of experiential marketing in the retail industry, particularly for beauty brands looking to engage consumers through immersive in-person and virtual events. Her leadership in expanding Sephora's signature SEPHORiA event globally highlights her ability to execute large-scale, cross-functional programs that drive consumer engagement and brand loyalty.