Gareth Patterson/JCPenney
- JCPenney has replaced its Sephora shops with JCPenney Beauty sections.
- TikTokers are discovering the retailer as an alternative to beauty stores like Sephora and Ulta.
- JCPenney introduced the concept in 2021 and rolled it out to stores through 2023.
Beauty gurus have discovered an unexpected spot to score makeup and skincare products — JCPenney. And TikTokers are helping to spread the word.