Mike Tish | 

JCPenney Gets More Inclusive with 39 New Beauty Brands

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As part of JCPenney‘s new beauty campaign to be more inclusive, JCPenney’s beauty shop will include 39 additional black- and brown-owned brands beginning Oct. 15.

The relaunched beauty shop will be our first glimpse of how JCPenney Beauty will look after their partnership with Sephora ends in 2022. In a press release, JCPenney announced they would have over 170 brands in their new beauty shop, which means 20 – 25% of their inventory will be from black- or brown-owned brands.

Read on for our breakdown of the announcement, plus some tips on how to save the most on your JCPenney Beauty buys.

If you want to get an alert the moment these products go on sale, then you ought to download the KCL app and bookmark JCPenney deals. We’ll send all of the deals straight to your phone.


1. Shop the new JCPenney Beauty campaign online starting Oct. 15.

JCPenney Beauty coming soon sign on their website

JCPenney’s expanded collection will be easiest to find online at first. That’s because they’re only launching the new campaign in 10 brick-and-mortar stores across the country. JCPenney said they would be adding more stores through 2023.

The first 10 stores will be located in:

  • Springfield, Missouri
  • Saint Cloud, Minnesota
  • Niles, Ohio
  • Dearborn, Michigan
  • Greenville, North Carolina
  • McAllen, Texas
  • Davenport, Florida
  • Mesquite, Texas
  • Trumbull, Connecticut
  • Whittier, California


2. Black- and brown-owned brands will be nearly 15% more of JCPenney’s beauty lineup.

JCPenney Thirteen Lune sign and shelf

JCPenney partnered with Thirteen Lune, an online company that curates an e-beauty shop comprising 90% black- and brown-owned brands. Before this partnership, we estimated that black- and brown-owned brands composed just under 10% of JCPenney’s beauty stock.

When JCPenney Beauty launches on Oct. 15, though, black- and brown-owned brands will represent 20 – 25% of JCPenney’s inventory.

But the breakdown of where those brands fell skewed heavily toward skin care, hair care, makeup and bath & body products. In those categories, 24 – 33% of the brands JCPenney will sell are black- or brown-owned businesses.

The numbers drop severely when it comes to nail care products, for which JCPenney will have one minority-owned brand out of 12 total. They’ll carry one black- or brown-owned fragrance brand, and they’ll have no grooming brands.


3. Aim for 50 – 60% savings on JCPenney beauty products during Black Friday.

someone holding black friday ad in front of JCPenney

In years past most of JCPenney’s makeup deals have been tied to Sephora, and they haven’t really run independent sales too often.

But we saw occasional discounts on individual items, such as Rihanna’s Fenty lipstick, which was 62% off its regular price during Black Friday 2020.

Buy 1 Fenty Beauty by Rihanna Lipstick (reg. $18) $7, sale price
Free shipping on orders of $75+ or free store pickup
Final Price: $7

While we don’t know what discounts they will offer on black- or brown-owned beauty brands, we do know this…


4. During any JCPenney storewide sale, expect 10% off all beauty products.
Jcpenney makeup sale sign

JCPenney says that while new beauty line products will be included in storewide Black Friday and holiday sales, they won’t say which ones. It’s their store policy to mark ALL beauty brands down 10% during ANY storewide sale. So, we can count on at least 10% off during Black Friday, which is better than nothing.

This brings me to my next tip…


5. Sign up for JCPenney Rewards and earn $10 after spending $200.

jcpenney rewards sign

Until we have a better idea what the Black Friday or any other sales schedule will look like for JCPenney’s Beauty products, JCPenney’s Rewards program is the most reliable way to score savings. And, you can stack your points with Black Friday or storewide sales.

Depending on how many points you earn before Black Friday, this could start looking good for you. And $10 off $200 just for signing up is 5% savings. Stack this with a 10% off storewide sale and now you’re up to 15% off. Not bad.



6. Return makeup, even if it’s been open or used, within 90 days of your purchase.

People standing in customer service line at jcpenney

After Oct. 20, anything you buy from JCPenney for the remainder of 2021 may be returned for up to 90 days. Just remember to bring your receipt, and you’ll be eligible for a full refund.


7. Spend $25 on your makeup order and ship it to a JCPenney store for free.

JCPenney order pickup

JCPenney usually requires shoppers to spend $99 online in order to get free shipping. But I get around that by selecting in-store pickup, which is free as long as you spend more than $25.


Are there any brands you wish JCPenney would carry as part of their efforts to be more inclusive? Let us know in the comments!

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