Sephora inside JCPenny to debut Friday in Roanoke

ROANOKE (WSLS 10) - Beauty seekers in Roanoke have a reason to celebrate. Sephora is opening a new location in the JCPenney department store at Valley View Mall. 

The grand opening will be at 10:00 a.m. Friday, May 1 at the Valley View Mall located at 4832 Valley View Blvd NW. 

Officials say folks are welcome to line up at the door for free giveaways. There will be mystery gift cards worth up to $100 and 750 swag bags stuffed with luxury beauty samples await for local beauty devotees.

The new store features 2,200 square feet of makeup, skincare, fragrance and beauty accessories.