JCPenney has replaced its Sephora shops with JCPenney Beauty sections. TikTokers are discovering the retailer as an alternative to beauty stores like Sephora and Ulta. JCPenney introduced the concept ...

Count down to the holidays in style with the JCPenney Beauty 12-Day Holiday Advent Calendar, featuring $218 worth of skincare, makeup, and beauty surprises from It's a 10, Murad, Joico, and more.

LEWISVILLE, Texas--(BUSINESS WIRE)--Today, JCPenney announces additional details on the retail strategy and product offerings for JCPenney Beauty. The retailer’s new, inclusive in-store and online ...

Products created by Black and Brown founders will continue to be prominently featured. JCPenney will roll out its JCPenney Beauty shops to its stores nationwide following the initial introduction of ...

JCPenney and Rare Beauty Brands have created the Lift Beauty Accelerator, a brand incubation initiative aimed at beauty brand founders from underrepresented backgrounds. The program will award $10,000 ...