The brands you’ll find at the new JCPenney Beauty concept will surprise you

Serious beauty shoppers know where to find what they want, but now there’s a new place to explore.

JCPenney Beauty debuted last week on jcp.com and in 10 malls, including two in Texas at Town East Mall in Mesquite and La Plaza Mall in McAllen.

JCPenney Beauty partnered with inclusive e-commerce site Thirteen Lune, bringing in 39 brands, most of them from BIPOC (Black, Indigenous People of Color) founders. Most are first offered at a national retailer.

Here are a few:

  • AfroPick was created by the three Walker brothers last year to not only create a tool for natural hair care, but also to symbolize black culture with its rich, colorful designs.
  • Bossy Cosmetics founder Aishetu Fatima Dozie says she created her ethical lipsticks and eye shadows for all people “to empower women to feel and do good.”
  • Mora Cosmetics co-founders Minara El-Rahman and Jasmine Dayal borrow from some diet plans and call their makeup brand “clean, vegan and halal”.
  • UnSun Cosmetics addresses a problem that needed to be resolved. Katonya Breaux has developed a mineral broad spectrum SPF 30 UVA / UVB sun protection that does not leave a white cast on darker skin tones.

Buyers will also find products for women and men as well as products beyond make-up and skin care. There are styling tools, fragrances, nail care as well as bath and body products in the range.

A total of 170 brands are represented on the clear, bright shelves and on jcp.com, including well-known big brands such as Almay, CoverGirl and Revlon. There are Burt’s Bees and eleven, but also smaller brands like I’m Meme, Keep Cool and a few exclusives, Makeup Geek and Mirabella.

The price range is just as broad, with some prestige products like Buttah, Vernon Francois, Bomba Curls, Prados Beauty and Sara Happ.

Inclusive pricing makes sense in beauty care because consumers buy self-care products the same way they buy clothes. From head to toe, many people combine Neiman Marcus or Nordstrom with Penney, J.Crew or Old Navy.

Buyers may be ready to start over with their beauty regime.

Twitter: @MariaHalkias

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