[9][10] Mandonnaud continued to expand the Sephora brand through the 1990s, opening its flagship store in Champs Élysées in 1997.

[11] In October 2023, Artemis Patrick was named president of Sephora North America with the understanding that she would also be CEO once her predecessor, Jean-André Rougeot, retired.

[13] In April 2024, Patrick was announced as president and chief executive officer of Sephora North America.

[15][16] Its North American headquarters is located in New York City, with corporate offices in San Francisco and Montréal.

[18] On 31 March, 2017, Sephora opened its largest retail location in North America near Herald Square in New York City.

It is one of six Sephora TIP Workshop locations, with interactive services and tools, in North America; the others include San Francisco, Boston, Chicago, Santa Clara Valley, and Toronto.

[citation needed] On July 26, 2021, Sephora agreed with Palamon Capital Partners the purchase of Feelunique.com,[24][25] a UK online retailer of prestige beauty goods founded in 2005, with 1.3 million active customers from 120 countries and more than 35,000 products from over 800 brands.

[28] In July 2024, Sephora introduced a summer-themed pop-up in partnership with body care brand Sol de Janeiro.

[34] In 2024, Sephora confirmed the opening of its fourth UK store at Newcastle upon Tyne's Eldon Square Shopping Centre.

Packaging for the line previously featured the company's elongated flame logo in standard black print.

[38] In June 2020, Maddie Ziegler's imagination collection collaborated with Morphe, launched in Sephora Canada.

[39] In 2023, Sephora became the first retailer of feminine hygiene and cosmetic product Luna Daily in the United States.

Sephora inside JCPenney features some of the same makeup, skincare, and fragrance brands as well as its own product line found in stand alone stores nationwide.

In 2020, the two companies did not renew their contract resulting in the debut of JCPenney Beauty and the new collaboration of Sephora with Kohl’s.

Since 2007, over 30 separate Sephora stores have opened across the Middle East region (UAE, KSA, Bahrain, Qatar, Kuwait).

Sephora UAE and KSA provide make up and skincare products from notable brands such as Christian Dior and Laura Mercier[52][53] in a high tech contemporary retail environment.

[55] Despite this early setback Sephora have opened more than 30 more stores and introduced online shopping to the region in November 2016.

[59] Sephora's Middle East stores stock international products alongside local brands such as Shiffa Dubai Skin Care and Huda Beauty.