J.C. Penney, the American department store chain, has provided new details about its upcoming J.C. Penney Beauty section after ending its partnership with Sephora. The company is aiming to create an inclusive beauty experience both in-store and online, catering to customers of all ages, genders, races, skin tones, hair types, beauty regimens, and budgets.

The J.C. Penney Beauty section will showcase a wide range of over 170 beauty brands, covering makeup, skincare, haircare, styling tools, fragrance, nailcare, and bath and body products. The assortment will feature well-established favorites like Skin Gym, Curlsmith, Alaffia, and OPI, while also supporting smaller indie labels and BIPOC-founded businesses.

As the exclusive retailer, J.C. Penney Beauty will offer makeup and fragrance brands such as Makeup Geek, Mirabella, Wellfounded, Esscentials, and Ron Dorff. In addition, it will be the only brick-and-mortar store carrying products from labels such as I’m Meme, Nooni, Kleem Organics, and Better Natured.

Michelle Wlazlo, J.C. Penney’s EVP and Chief Merchandising Officer, stated that J.C. Penney Beauty was developed based on direct feedback from customers. The company has collaborated closely with its brand partners to revamp every aspect of the beauty experience, including the carefully curated assortment, the inclusive space, the integrated loyalty program, and the enhanced e-commerce platform.

Alongside the extensive beauty offerings, J.C. Penney Beauty will include a Thirteen Lune shop-in-shop experience. Thirteen Lune is an inclusive beauty e-commerce platform founded by Nyakio Grieco, a cosmetics entrepreneur, and Patrick Herning, the founder of luxury plus-size fashion label 11 Honoré. The platform aims to highlight beauty brands created by Black and Brown founders. J.C. Penney Beauty will showcase thirty-nine brands selected from Thirteen Lune’s assortment, including Buttah Skin, Bossy Cosmetics, Mischo Beauty, Pholk Beauty, Prados Beauty, Sara Happ, Spraise, Vernon François, and Wander Beauty.

The rollout of J.C. Penney Beauty will begin in mid-October, with ten of J.C. Penney’s stores receiving the new beauty section. These locations include Davenport, Florida; Dearborn, Michigan; Greenville, North Carolina; McAllen, Texas; Mesquite, Texas; Niles, Ohio; Springfield, Missouri; Saint Cloud, Minnesota; Trumbull, Connecticut; and Whittier, California. Additionally, the beauty experience will be available on J.C. Penney’s e-commerce website starting October 15.

The company plans to introduce J.C. Penney Beauty to a total of 600 stores by 2023. This expansion comes as J.C. Penney phases out its in-store Sephora locations by the end of 2022, following a renegotiation of the partnership between the two companies after a legal dispute last year.

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