JCPenney Beauty brings BIPOC founded brands into focus

When Sephora announced that it was leaving 650 J.C. Penney stores, Penney had to reinvent the wheel.

The Texas-based department store chain needed a new beauty concept — and it had to do it while dealing with a pandemic and a bankruptcy reorganization that gave it new owners.

JCPenney Beauty debuted this week on and in 10 Penney stores, including two in Texas at Town East Mall in Mesquite and La Plaza Mall in McAllen.

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