The retailer of makeup and beauty products will give away gift cards with mystery amounts to the first 50 customers. The store opens at 9 a.m. and is open during regular store hours.
The first 750 customers get goody bags filled with product samples.
The store is 1,700 square feet and is accessed through the interior mall entrance into JCP.
It sells close to 50 brands, including Urban Decay, Make Up For Ever, NARS, Sephora by OPI, Smashbox, Philosophy, Murad, Peter Thomas Roth, Ole Henriksen, Dior, Gucci, Marc Jacobs and Dolce and Gabbana. Plus, Sephora has its own collection of makeup, tools and accessories.
The retailer also offers free makeup services.