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JCPenney Beauty Brands & Locations Announced

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

There are rollouts planned across all remaining stores by 2023.

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

View all the beauty brands that will be available at JCPenny Beauty here.

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