As JCPenney winds down its partnership with Sephora, the retailer is launching its new beauty section this fall with partners and a wide range of indie and inclusive brands.
On Thursday, the retailer will announce that over 170 brands will be included in JCPenney Beauty, its new in-store and online beauty shopping section that officially launches in October in 10 select stores and online. To curate a portion of its brand selection, JCPenney relied on B2B beauty marketplace Landing International and inclusive beauty e-tailer Thirteen Lune. JCPenney Beauty is expected to be rolled out into all 600 stores by 2023, after its Sephora partnership ends in 2022.
Michelle Wlazlo, the evp and chief merchandising officer at JCPenney, described the new offering as “hyper-inclusive.” It will include mass, masstige and prestige brands. According to a JCPenney spokesperson, “nearly half” of the brands stocked will be in the masstige category.Glossy