JCPenney recently expanded its JCPenney Beauty offerings online, partnering with the artificial intelligence (AI) company Revieve to offer its consumers the option to try-on makeup virtually and receive custom skin care product recommendations, Retail Leader reported.
The nationwide rollout comes as the department store fills the gap left by Sephora, which partnered with JCPenney in 2006 but in 2020 began winding down the partnership in favor of a new deal with Kohl’s. Sephora plans to open up stores in all of Kohl’s approximately 1,100 locations.
The leftover Sephora stores inside JCPenney stores will remain open until they shift to the JCPenney Beauty concept. Sephora says all of its locations inside JCPenney stores will be closed by the end of January 2023.
JCPenney Beauty has partnered with around 100 new brands since it launched last year. More than 60 of them are BIPOC- and/or female-founded, including Relevant: Your Skin Seen by Nyakio Grieco, Reina Rebelde, Mirabella and Shades by Shan, which will launch next year, according to the retailer.