NILES — The J.C. Penney at the Eastwood Mall on Friday will open J.C. Penney Beauty, a new in-store beauty department.

The Niles location is among the first 10 the retailer is opening across the U.S. ahead of a full launch in 2023. It will feature more than 170 beauty brands that span makeup, skincare, haircare, styling tools, fragrance, nail care, and bath and body products at varying price points.

J.C. Penney is partnering with Thirteen Lune, an inclusive e-commerce site founded by Nyakio Grieco, a beauty entrepreneur and founder of Nyakio Beauty, and Patrick Herning, the founder of 11 Honore, a luxury plus-size fashion label.

Thirteen Lune is designed to inspire the discovery of beauty brands created by black and brown founders for people of all backgrounds. Of the brands, 39 are from Thirteen Lune.

J.C. Penney Beauty replaces Sephora, which the retailer split with when it filed for bankruptcy, said Joe Bell, spokesman for mall owner / operator Cafaro Company.

“It can only be good for J.C. Penney, and we’re glad the company opted to make us, our mall, one of the pilot projects for it,” Bell said. “It just speaks well of the mall’s vitality, that this marketplace is vital enough that it will get a good reception.”

The other locations are Davenport, Fla.; Dearborn, Mich.; Greenville, N.C.; McAllen and Mesquite, Texas; Springfield, Mo.; Saint Cloud, Minn.; Trumbull, Conn.; and Whittier, Calif.