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Mirabella Debuts at 10 JCPenney Salons as Part of New, Inclusive Beauty

Mirabella Beauty Partners with JCP

KANSAS CITY, MO -- Mirabella Beauty’s complete product line of makeup, skincare, and beauty tools is set to debut this month with JCPenney Beauty – the retailer’s new, inclusive in-store and online beauty experience with 170+ brands ranging from makeup to skincare and haircare, as well as fragrances, bath, body, and styling tools.
“We’re proud to partner with 170 like-minded brands to create the next, hyper-inclusive generation of beauty at JCPenney,” said Michelle Wlaxlo, executive vice president and chief merchandising officer, JCPenney. “From established fan favorites to new cult classics, we’re excited to champion diversity in beauty and help our customers discover their new favorite products while celebrating authentic beauty.”
Within the 170+ brands, beauty enthusiasts will be able to shop products that deliver on the unique beauty needs of JCPenney customers, no matter their age, gender, race, skin tone, hair type, beauty regimen, or budget with a blend of offerings in the mass, masstige and prestige markets.  Displayed in the JCPenney’s beautiful new floor display units, Mirabella’s signature bright red packed professional-grade makeup and tools can easily be spotted among other beauty lovers’ favorites, like Makeup Geek and Skin Gym. Additionally, Mirabella’s products can be swatched for safe and easy color-matching with Mirabella’s Swatch Book, sampled, and purchased in one convenient location within the JCPenney store!
 "Mirabella is dedicated to offering the highest quality cosmetics for industry professionals and beauty enthusiasts alike, which makes the brand a seamless fit for JCPenney as they continue to develop their new inclusive beauty experience – an extension of The Salon by Instyle located inside the brick-and-mortar locations,” says Miranda Coggins. "Each of our products feature a shade range and formula curated specifically to achieve the maximum results, and we are thrilled that our full line is now available in 10 store locations as well as online. Additionally, we are very excited to work directly with the stylists inside each salon to begin providing a Mirabella Moment for each of their clients.”
JCPenney Beauty’s one-stop-shop experience can currently be found in these 10 store locations with rollouts planned across all remaining stores by 2023.
 Davenport, FL, Dearborn, MI, Greenville, NC, McAllen TX, Mesquite, TX, Niles, OH, Springfield, MO, Saint Cloud, MN, Trumbull, CT, Whittier, CA
Mirabella is proud to offer products free of gluten, parabens, talc, and are vegan and cruelty-free. To view Mirabella’s full line with JCPenney online, visit

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