JCPenney has unveiled its plans for JCPenney Beauty, a new, inclusive in-store and online experience.
 
JCPenney Beauty will offer a mix of mass, masstige, and prestige products at a convenient, one-stop-shop that celebrates customers’ unique, authentic beauty. Debuting in select retail locations and on jcp.com in October 2021, JCPenney Beauty promises brands that champion, products that inspire, and associates who will welcome, guide, and support all in a space that puts customers at ease.
 
Partnership with Thirteen Lune
 
To bring true beauty inclusivity to its diverse range of customers, JCPenney is creating a shop-in-shop experience in partnership with Thirteen Lune and other notable and inclusive beauty brands.
 
Thirteen Lune is a beauty and wellness e-commerce platform designed to inspire the discovery of beauty brands created by Black and Brown founders that resonate with people of all backgrounds. The partnership between JCPenney and Thirteen Lune is founded on a joint commitment to amplify diverse and inclusive beauty brands, and create an innovative retail platform that showcases and introduces diverse brands to a wider audience.
 
Thirteen Lune was founded by two advocates for retail inclusivity, Nyakio Grieco and Patrick Herning. Grieco is a beauty entrepreneur with two decades of experience and founder of nyakio Beauty, which honors her Kenyan heritage. Herning is the founder of 11 Honoré, a luxury plus size fashion label.
 
“Thirteen Lune’s presence within one of the country’s longest standing retailers is profound on many levels. Our brick and mortar footprint inside the visionary, hyper-inclusive JCPenney Beauty space will bring a beautifully curated assortment of brands from both Black and Brown founders and ally brands who are dedicated to creating lasting change in beauty,” Grieco remarked. “Together with JCPenney, we are able to reach so many more consumers with our inclusive beauty mission and product assortment, empowering them to see themselves reflected in our curation and dedication to uplifting our diverse offering of founders.”
 
Through this beauty partnership and others, JCPenney Beauty offers a collection of brands and products that cross categories and price points.
 
Other Details About JCPenney Beauty
 
Offering everything from makeup, skincare, and fragrance to hair products and styling tools, JCPenney Beauty’s selection will help customers look and feel their best and will be complemented by the JCPenney Salon, one of the largest full-service retail salons in the country, with the most diverse services offered by a chain salon in the U.S.
 
The new beauty space will include an open-concept floor plan, crisp clean paint, and natural wood tone accents. Knowledgeable sales associates, specially trained to service all skin tones and hair textures, will guide customers on their beauty journey, with product recommendations and tips and tricks. JCPenney Beauty will have an equally engaging online shopping experience.
 
JCPenney Beauty will launch at select JCPenney locations across the country and on jcp.com beginning October 2021. The nationwide store rollout will begin in Fall 2022, with the expansion continuing through 2023.