Sephora Summer Club Opens Poolside Activation at Two Hotels

Sephora will launch its first poolside activation at The William Vale in Brooklyn and Isla Bella Beach Resort in the Florida Keys. The program begins Friday, May 22, and continues through Labor Day, September 7. The activation combines on-site beauty services with standard hotel amenities.

Guests can use a Sephora Beauty Library to rent tools, receive complimentary sun-care products, and purchase items at a dedicated kiosk. Beauty Insider members will receive special rewards.

The William Vale, the activation draws from European beach club design with New York elements. The hotel will offer monthly cinema nights open to the public, with film selections chosen through social media polls. A custom food and beverage menu developed with NoHo Hospitality Group will include cocktails, low-alcohol drinks, and Sephora-themed items.

Resort will provide the same beauty services in a Florida Keys setting. Both properties are accessible to local residents through day passes via ResortPass. U.S. senior vice president of External Communications, Experiential and Marketing Partnerships, said the program aims to connect with consumers outside traditional stores.

William van Wassenhove, managing director of The William Vale, said the activation was designed to be inclusive and to combine beauty with wellness programming.