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JCPenney to Remake Beauty Department with New Partner

Changes come as retailer’s 15-year alliance with Sephora draws to a close

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JCPenney (Plano, Texas) is announcing new beauty department plans after Sephora (Paris) ended its 15-year contract with the retailer and will now be partnering with Kohl’s (Menomonee Falls, Wis.), reports Forbes. JCPenney’s new beauty department is expected to launch Oct. 15 in select stores, and part of the new plan includes a partnership with the online platform Thirteen Lune (Los Angeles).

Thirteen Lune specializes in selling Black and Brown-owned beauty brands, which is inline with JCPenney’s new focus on diversifying their beauty products and supply. More than 170 brands are reportedly lined up to be a part of this new project, with more to be added in the future. Another focus in their new plan is expanding their hair care supply, hoping to triple the amount of stock hair care used to occupy.

An e-commerce site for JCPenney beauty will be launched the same week as the new in-store locations open. All Sephora shop-in-shops within JCPenney will be discontinued by the end of Oct. 2022.

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