The Professional Beauty Association (PBA) announced a landmark partnership with JCPenney, naming the national retailer the first presenting sponsor in the 37-year history of the PBA North American Hairstyling Awards (NAHA). 

The 2026 PBA North American Hairstyling Awards, presented by JCPenney, will recognize the most outstanding talent in professional beauty across North America and around the world.

Founded in 1989 and produced by PBA, NAHA is widely regarded as the pinnacle of artistic achievement in professional beauty, honoring artistry, celebrating innovation, creative expression, and technical excellence. 

A NAHA win is considered a career-defining achievement for stylists and creative teams across North America.

Leslie Perry, Chief Executive Officer of the Professional Beauty Association, said, 

“We exist to elevate and advocate for beauty professionals, and JCPenney’s legacy as a trusted national retailer with a deep footprint in salon services aligns perfectly with that mission. We could not have asked for a better partner to help us shine an even brighter spotlight on the artists and innovators who define professional beauty in North America.”

This is the first time NAHA has aligned with a national consumer brand at the presenting level, signaling a new era of visibility and investment in the professional beauty community. 

Lisa Green, Vice President, Division Merchandise Manager, JCPenney Beauty & Salon, said, 

“We are honored to be named the first presenting sponsor of NAHA. As one of the largest salon operators in the country, JCPenney Salons and our network of incredible stylists have a longstanding relationship with PBA and NAHA, and we’re excited to officially partner with them to further amplify their efforts to recognize the most talented individuals in the industry.”

The 2026 North American Hairstyling Awards will take place on Sunday, May 31, in Orlando, FL, alongside Premiere Orlando. 

The event will feature finalists and winners across 15 professional categories, with 75 total finalists, including Haircolor, Hairstylist of the Year, Makeup Artist of the Year, Editorial Stylist of the Year, and more. 

As presenting sponsor, JCPenney will be integrated throughout the program and related initiatives, helping to introduce NAHA talent and stories to a broader national audience.

By partnering with NAHA, JCPenney strengthens its commitment to the salon community and reinforces the vital role that hairdressers and makeup artists play in culture, commerce, and everyday life.