JCPenney Outlines New Beauty Offering to Replace Sephora

The department store chain plans to roll out the concept to all locations by 2023

JCPenney provided new details on the beauty offering that will replace its partnership with Sephora.

As JCPenney winds down its partnership with beauty and skincare retailer Sephora, the department store banner outlined its plans for its own in-store and online offering called JCPenney Beauty.

Top line

JCPenney said the new experience will emphasize inclusivity, reflecting “customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regimen or budget.”

Michelle Wlazlo, the retailer’s chief merchandising officer, added in a statement, “Together with our brand partners, we have reimagined every aspect of our beauty experience—from the highly curated assortment and welcoming space to the integrated loyalty program and all new ecommerce experience.”

Between the lines

The concept, which was developed via customer feedback, will initially be rolled out to 10 locations by the middle of October. The list of initial stores includes: Davenport, Fla.; Dearborn, Mich.; Greenville, N.C.; McAllen and Mesquite, Texas; Niles, Ohio; Springfield, Mo.; Saint Cloud, Minn.; Trumbell, Conn.; and Whittier, Calif.

As of Oct. 15, customers will also be able to purchase the beauty products on

The department store operator said it will sell more than 170 brands from “tried-and-true favorites” to “fresh indie finds,” as well as products from BIPOC founders, spanning cosmetics, skincare, haircare, styling tools, fragrance, nail care and bath products.

While half the assortment will consist of masstige products, the other half will be split between mass and prestige. Some familiar names include e.l.f., Revlon, Covergirl, Almay, Burt’s Bees, Sally Hansen, Alaffia and Conair.

In addition, the beauty section will feature a shop-in-shop created with partner Thirteen Lune, an ecommerce site founded by Nyakio Grieco and Patrick Herning that features brands with BIPOC founders. The 39 names sold by Thirteen Lune include Buttah Skin, Bossy Cosmetics, Mischo Beauty, Sara Happ, Spraise and Vernon François.

JCPenney Beauty will also feature experts to guide customers to the right products and tools, and provide tutorials on how to use them.

Bottom line

JCPenney Beauty will appear in all 650 locations by 2023, which is the same year the retailer will conclude its partnership with Sephora. This new offering by the beleaguered chain is part of its ongoing transformation after emerging from bankruptcy late last year.

Meanwhile, Sephora has since partnered with department store chain Kohl’s to open 200 shop-in-shops by this fall.

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