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[update] JCPenney Beauty Brands & Locations Announced

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JCPenny Beauty has unveiled more than 170 brands.

JCPenney Beauty has unveiled more than 170 brands that will be available beginning October 15, 2021, online at jcp.com and in select locations beginning mid-October.

There are rollouts planned across all remaining stores by 2023.

Update: JCPenney Beauty is partnering with Landing International, a B2B technology platform that unlocks retail efficiencies for indie and minority-owned beauty brands.

Landing is utilizing its training tool to provide a single point of product knowledge to educate JCPenney's in-store sales associates on the participating brands. Landing's training technology streamlines the creation of training materials so that indie brands save time and resources on their training programs, while still competing with established brand names for sales associate attention.

Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney, said: "We're proud to partner with more than 170 like-minded brands to create the next, hyper-inclusive generation of beauty at JCPenney. From established fan favorites to new cult classics, we're excited to champion diversity in beauty and help our customers discover their new favorite products while celebrating their authentic beauty."

Sarah Chung, CEO, and founder of Landing International, said: "We are so excited to partner with JCPenney on their new beauty concept. JCPenney's vision of inclusivity resonates deeply with Landing's values. We proudly support our brands and founders who reflect the beautiful faces of JCPenney."

The following 10 JCPenny Beauty Store locations are as follows:

  • Battlefield Mall: 2821 S. Glenstone Ave. Suite 200, Springfield, MO 65804
  • Crossroads Center: 4101 W. Division St., Suite 96, Saint Cloud, MN 56301
  • Eastwood Mall: 5555 Youngstown-Warren Rd., Niles, OH 44446
  • Fairlane Town Center: 18900 Michigan Avenue (US 12), Dearborn, MI 48126
  • Greenville Mall: 714 Greenville Blvd. SE Suite 200, Greenville, NC 27858
  • La Plaza Mall: 2200 S. 10th St., McAllen, TX 78503
  • Posner Commons: 6200 Grandview Parkway, Davenport, FL 33837
  • Town East Mall: 6000 Town East Mall, Mesquite, TX 75150
  • Trumbull Shopping Park: 5065 Main St., Trumbull, CT 06611
  • Whittwood Shopping Center: 15740 Whittwood Lane, Whittier, CA 90603

The following beauty brands will be available at JCPenny Beauty:

Makeup

  • Almay
  • e.lf.
  • Prados Beauty
  • Ardell
  • Exa Beauty
  • RapidLash
  • Blossom
  • Glosshood
  • Real Techniques
  • Bossy Cosmetics
  • I'm Meme
  • Revlon
  • Caboodles
  • Makeup Geek
  • Sara Happ
  • Covergirl
  • Mineral Fusion
  • Tai-Lite
  • CTZN Cosmetics
  • Mirabella
  • W3LL People
  • EcoTools
  • Mora Cosmetics

Skin Care

  • Alaffia Everyday Humans
  • Leaders
  • Skin Gym
  • Anové
  • Freeman Beauty
  • Mary Louise Cosmetics
  • Skôt Beauté
  • APTO
  • Gloryscent Beauty
  • MedZone
  • Soji Health
  • Golde
  • Neogen
  • Spa Sciences
  • Burt’s Bees
  • Hanskin
  • nooni
  • St. Moriz
  • Buttah Skin
  • I Dew Care
  • O.R.G Skincare
  • Sukin
  • By Wishtrend
  • Isntree
  • Pholk Beauty
  • Sundree
  • Ceylon
  • Japonesque
  • PMD Beauty
  • UnSun Cosmetics
  • Clean Circle
  • Joanna Vargas
  • PSA Skin
  • Wander Beauty
  • Common Ground
  • Kadalys
  • Pure Lotus
  • When Beauty
  • Cosrx
  • Karité
  • Rael
  • Youth Haus
  • Keep Cool
  • SeeMe Beauty
  • Yuni Beauty
  • Earth Therapeutics
  • Kleem Organics
  • Skin Camp
  • Thirteen Lune Brand

Nail Care

  • OPI
  • Cutex
  • Paintlab
  • Dashing Diva
  • Piggy Paint
  • Dermelect Cosmeceuticals
  • Entity Clean
  • Sally Hansen
  • Mischo Beauty
  • Seche Vite

Bath & Body

  • Gloryscent Beauty
  • Prim Botanicals
  • Baby Foot
  • Hempz
  • Pursoma Wellness
  • Body Drench
  • Kaike
  • Cashmere Moon
  • Kitsch
  • Spraise
  • Cloth In A Box
  • Kmoni Cosmetics
  • Switch2Pure
  • Líha Beauty
  • Unplugged Essentials
  • Daily Concepts Little Green
  • The Vintage Cosmetic Company
  • Perry Ellis
  • Vish Skincare

Fragrance

  • 100Bon
  • Elie Tahari
  • Mercedes-Benz
  • Rebecca Minkoff
  • Adidas
  • Elizabeth Arden
  • Missguided
  • Ron Dorff
  • Ariana Grande
  • Elizabeth Taylor
  • Montblanc
  • Sarah Jessica Parker
  • Badgley Mischka
  • Esscentials
  • Nautica
  • Scent-Organix
  • Boucheron
  • Jean Paul Gaultier
  • Oscar de la Renta
  • Solinotes
  • Carolina Herrera
  • Jennifer Aniston
  • Paco Rabanne
  • Vera Wang
  • Coach
  • Jimmy Choo
  • Paloma Picasso
  • Versace
  • Derek Lam
  • Juicy Couture
  • Perry Ellis
  • Wellfounded
  • Dolce & Gabbana
  • Kate Spade
  • Pink Sugar by Aquolina
  • Drakkar Noir
  • Land of the Free
  • Prim Botanicals
  • dunhill
  • Laundry by Shelli Segal
  • Rachel Zoe

Hair Care

  • AfroPick
  • Carol’s Daughter
  • invisibobble
  • Rock the Locks
  • Aluram
  • Keracolor
  • Shaz & Kiks
  • Almar Accessories
  • Conair
  • Kmoni Cosmetics
  • The Doux
  • Beast
  • Curlsmith
  • Kreyòl Essence
  • The Renatural
  • Beija Flor Naturals
  • Design.ME
  • Little Green
  • Twist by Ouidad
  • Better Natured
  • Eva NYC
  • Naturally Drenched
  • Unwash
  • Bomba Curls
  • Flawless by Gabrielle Union
  • No Nothing
  • Vaycay Beauty
  • Brite
  • Grace Eleyae
  • Olivia Garden
  • Vernon François
  • Canviiy
  • ikoo
  • Renatural

Grooming

  • 18.21 Man Made
  • Bevel
  • Holly Hall Supply Co.

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