Sephora's Big Move and JCPenney's New Beauty Initiative

Sephora has been in the news all summer for closing multiple stores in the United States. This year their partnership with JCPenney came to an end which resulted in the closure of many Sephora locations. JCPenney’s filed for bankruptcy in 2020 which closed about 600 of their locations! However, Sephora’s big exit from JCPenney’s will not hurt either company. 

Source: Adobe Blog

The CEO of JCPenney and Sephora both stated that they have heard the concerns of their consumers, which dealt with making products more affordable. However, Kohl’s has shown that they have a rise in higher-income customers within their stores, who ultimately spend more.

Sephora then announced their new partnership with Kohl’s and opened over 200 locations within stores. Business seems to be going well as they project to open them in all locations and make $2 billion by 2025. The products and companies that Sephora carries will stay the same, meaning all the brands we love will still be available. As always you can expect Fenty Beauty, Urban Decay, Anastasia Beverly Hills, the usual skincare brands, and hair care products as well. Stand-alone Sephora stores seem to not have much of a change and will not be affected by this move, and 650 locations in JCPenney will stay open until 2023. 

Source: Kohls

JCPenney is changing drastically from the contract ending. They announced their new beauty section called “JCPenney Beauty,” which will carry new products that were not in the Sephora’s. “Our customer told us they wanted a broader assortment of brands at different price points, and to better meet those needs, we created JCPenney Beauty,” said a JC Penney’s spokesperson to Glossy Magazine. Brands carried will be mass and prestige, as well as represent more cruelty-free products and indie brands. These brands include: Wander Beauty, Bomba Curls, Buttah, Karite Skincare, and Mary Louise Cosmetics. All 600+ locations are set to open JCPenney Beauty by the end of 2023, but if it is not in your location, you can buy it online!

Source: Fashionista

This was a huge business move between all three companies, will you be supporting them with these changes? Let us know in the comments!