With all the colors, swatches to try, and tools to play with, walking into Sephora is basically the beauty equivalent of going to Disneyland. But now, in honor of the retailer's twentieth anniversary, that beauty playground mentality is becoming even bigger and better. Sephora just announced that it's going to be throwing its first convention later this year. Think: the Sephora version of BeautyCon.

On October 20 and 21 at its downtown L.A. location, Sephora will be hosting Sephoria: House of Beauty, a "highly-immersive two-day beauty event fusing high-touch physical and digital experiences," the brand said in a statement. While it's not yet clear exactly what the experiences will entail, you can bet there will be plenty of Insta-bait.

According to the brand, there will be interactive rooms to explore, and participants will have the chance to mingle with influencers, brand founders, and other beauty industry pros. The event will also include more than 50 of Sephora's brands, including skin care, hair care, makeup, and fragrance, along with "personalized products" that will be up for grabs. Again, there's no word on which ones, but as Business of Fashion points out, Fenty Beauty is an exclusive to Sephora.

Sephora isn't the first beauty brand to venture into the experiential event space; though, it's arguably the biggest. And while paying to go shopping and stand in long lines might sound like a version of hell to some, by now, plenty are willing to shell out big money for the experience. Gwyneth Paltrow's Goop Summit in New York City this year was a hit. It sold out all 600 tickets, ranging from $650 to $2,000 each. Chanel, meanwhile, hosted a pop-up called Chanel Beauty House in L.A. in March to celebrate the launch of its new Instagram page @welovecoco. (No doubt, you saw the photos from its "content room" cross your feed.) While entrance was free, the retail opportunities were plenty.

Tickets for Sephoria: House of Beauty go on sale on July 21, but VIB and Insider Rouge members will be given advanced access. Cost is still TBD, but to stay in the loop you can sign up for updates on Sephoria.com. It's safe to say, there's going to be competition if you're serious about landing a ticket.

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