JCPenney has shared its plans to debut JCPenney Beauty in its stores nationwide, following the initial introduction of the retailer-owned beauty experience in fall 2021 and its recent online expansion.
 
Beginning in October 2022, JCPenney Beauty will expand from its ten brick and mortar pilot locations to 300 stores by early 2023, and 600 stores by spring 2023.
 
The national rollout builds on the flagship partnership with thirteen lune, a first of its kind, e-commerce destination designed to inspire the discovery of BIPOC-founded beauty brands that resonate with people of all colors. Championing the beauty of inclusion, thirteen lune’s presence will be spotlighted in stores across the country and comprises roughly 20 percent of the JCPenney Beauty assortment.
 
“Inclusivity is core to JCPenney. We exist to celebrate and serve America’s diverse, working families which is why we are leading the charge to foster beauty inclusivity on a national scale,” says Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney. “By creating a fully ownable beauty experience, JCPenney can quickly adapt and respond to our customers’ wants and needs. Last year’s preview launch allowed us to learn from our customers and evolve the JCPenney Beauty experience as it expands nationwide and online, making it unlike any other beauty retail experience.”
 
Since launch, JCPenney Beauty has onboarded nearly 100 new brands of which more than 60 are BIPOC- and/or female-founded, with dozens more looking to join in the months ahead. The hyper-inclusive assortment includes exclusive brands and products that can only be found at JCPenney Beauty, including Relevant: Your Skin Seen by Nyakio Grieco, Reina Rebelde, Mirabella and Shades by Shan (launching 2023).
 
The full product assortment is now available online at JCPenney’s website. Stores not yet featuring the full experience will be given a preview of top JCPenney Beauty products in time for holiday.