JCPenney Unveils New, Inclusive Beauty Experience

JCPenney announces additional details on the retail strategy and product offerings for JCPenney Beauty. The retailer’s new, inclusive in-store and online experience reflects customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regimen, or budget.

Customers will be able to shop JCPenney Beauty at 10 JCPenney store locations across the country beginning in mid-October, and on starting Oct. 15. Featuring 170+ beauty brands—from tried-and-true favorites to fresh indie finds to BIPOC founded—the assortment will span makeup, skincare, haircare, styling tools, fragrance, nailcare, and bath and body products at varying price points.

“Rooted in inclusivity, JCPenney Beauty grew out of direct feedback from our customers.” says Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney. “Together with our brand partners, we have reimagined every aspect of our beauty experience—from the highly curated assortment and welcoming space to the integrated loyalty program and all new e-commerce experience. We are incredibly proud to bring JCPenney Beauty to life in stores and online this fall.”

JCPenney Beauty will feature a shop-in-shop experience with flagship partner 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 Honoré, a luxury plus size fashion label. Thirteen Lune is designed to inspire the discovery of beauty brands created by Black and Brown founders that resonate with people of all backgrounds. Of the 170+ brands at JCPenney Beauty, 39 are from Thirteen Lune including Buttah Skin, Bossy Cosmetics, Mischo Beauty, Pholk Beauty, Prados Beauty, Sara Happ, Spraise, Vernon François, and Wander Beauty. The carefully crafted assortment showcases indie and BIPOC founded brands that deliver on the unique beauty needs of JCPenney customers.

Based on extensive consumer research, the retailer has created the perfect blend of products within the mass, masstige, and prestige range for customers. In fact, nearly half of the brands in the JCPenney Beauty assortment are masstige brands—the tier fueling the most innovation, growth, and experimentation. The other half of the business is balanced between mass and prestige brands. Customers can expect to see recognizable favorites such as Skin Gym, Curlsmith, Alaffia, Solinotes fragrance, and OPI. The full list of available brands can be found on the JCPenney Company Blog.

Whether seeking ethically made makeup or professional-grade cosmetics, beauty lovers will find new favorites from Makeup Geek and Mirabella, as well fragrances by Wellfounded, Esscentials, and Ron Dorff—all exclusively available at JCPenney Beauty. The retailer is proud to serve as the only brick-and-mortar location in the U.S. for several brands, including I’M MEME, nooni, Kleem Organics, and Better Natured.

JCPenney Beauty will launch in store at 10 select JCPenney retail locations beginning in October, with rollouts planned across all remaining stores by 2023. Featuring a delineated floor plan, JCPenney Beauty will deliver a one-stop-shop experience. Beauty experts will be trained to guide customers through needs such as finding the right shade or giving a tutorial on the latest new tool. The

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing