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

Maria Halkias, The Dallas Morning News on

Published in Fashion Daily News

Who knew there’s halal makeup? And heck yeah, there’s sunscreen for dark skin. Entrepreneurs have blossomed with ideas inside the beauty business.

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

JCPenney Beauty debuted earlier this month on jcp.com and in 10 malls.

JCPenney Beauty formed a partnership with inclusive e-commerce site Thirteen Lune that brought in 39 brands that are mostly from BIPOC (Black, Indigenous people of color) founders. Most are being offered for the first time at a national retailer.

Here are a few:

— AfroPick was created by the three Walker brothers last year to not only make a tool for natural hair care but also as a symbol of the Black culture with its rich, colorful designs.

— Bossy Cosmetics founder Aishetu Fatima Dozie says she created her ethically made 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 regimens and call their brand of makeup “clean, vegan and halal.”

— UnSun Cosmetics addresses a problem that needed solving. Katonya Breaux created mineral-based, broad-spectrum SPF 30 UVA/UVB sun protection that won’t leave a white cast on darker skin tones.

Shoppers will also find products for women and men and beyond makeup and skin care. There are styling tools, fragrance, nail care, and bath and body products in the assortment.

In all, there are 170 brands represented on the easy-to-peruse bright shelves and on jcp.com, including familiar big brands such as Almay, CoverGirl and Revlon. There’s Burt’s Bees and e.l.f. but also smaller brands such as I’m Meme, Keep Cool and a couple of exclusives, Makeup Geek and Mirabella.

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

Having inclusive price points makes sense in beauty because consumers shop for self-care products the same way they shop for clothes. Head to toe, many people mix and match from Neiman Marcus or Nordstrom along with Penney, J.Crew or Old Navy.

©2021 The Dallas Morning News. Distributed by Tribune Content Agency, LLC.