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JCPenney Just Announced the Opening of Its New Beauty Shop


It’s been a few years since Sephora backed out of JCPenney stores, but that wasn’t the end of beauty for the veteran retailer. Today, JCPenney announced a new retail strategy to attract beauty shoppers “no matter their age, gender, race, skin tone, hair type, beauty regimen, or budget.”

To ensure a successful launch, JCPenney partnered with Landing International, a B2B tech platform that works with retailers to source indie and minority-owned beauty brands with the mission of delivering inclusivity to the market. The curated collection of products will feature more than 170 brands spanning everything from makeup and skin care to fragrance and hair tools, including 17 emerging brands selected by Landing International. The new space will open mid-October at 10 store locations across the country (listed below), and will rollout to all stores by 2023. However, if your hometown store isn’t on the list, you can shop the full collection online as well.


JCPenney Beauty will also feature a shop-in-shop experience with its flagship partner Thirteen Lune, an inclusive beauty site dedicated to spotlighting Black and Brown founders. Of the 170-plus brands you’ll find at the store, 39 are from the e-tailer and include many names you’ve probably never heard of, such as Buttah SkinPholk BeautySpraise, and Prados Beauty.

“Rooted in inclusivity, JCPenney Beauty grew out of direct feedback from our customers.” says Michelle Wlazlo, executive vice president and chief merchandising officer. “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 e-commerce experience.”

Some of the other under-the-radar brands you can expect to find are Skin GymAlaffiaSolinotesKleem OrganicsBetter Natured and Makeup Geek. According to a press release from JCPenney, nearly half of the brands included in the assortment fall into the masstige category, meaning they’re a mix of mass and prestige with a price point somewhere in between department store and drugstore. The retailer will also fully integrate its beauty shop with its existing rewards program and customers will be able to earn and redeem points, as well as take advantage of certain storewide discounts.

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