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Published
Sep 20, 2022
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J.C. Penney launches J.C. Penney Beauty nationwide

Published
Sep 20, 2022

J.C. Penney announced on Monday plans to debut J.C. Penney Beauty in its stores nationwide. 

JCPenney launches JCPenney Beauty nationwide. - JCPenney


First introduced in fall 2021, the retailer-owned beauty experience is set to expand from its ten brick-and-mortar pilot locations to 300 stores by early 2023, and 600 stores by spring 2023, as of next month. 

Likewise, a new online J.C. Penney Beauty experience will offer a virtual makeup try-on and skincare quiz to help customers find products for their unique beauty needs. 

The national rollout builds on its flagship partnership with Thirteen Lune, a first of its kind, e-commerce destination designed to inspire the discovery of BIPOC-founded beauty brands. In particular, Thirteen Lune’s presence will be spotlighted in stores across the country and will comprise roughly 20 percent of the JCPenney Beauty assortment. 

“Inclusivity is core to J.C. Penney. 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,” said Michelle Wlazlo, executive vice president and chief merchandising officer, J.C. Penney. 

“By creating a fully ownable beauty experience, J.C. Penney 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 J.C. Penney Beauty experience as it expands nationwide and online, making it unlike any other beauty retail experience.”

J.C. Penney Beauty and J.C. Penney Salon now provide a fully integrated experience, with more than 250 unique beauty brands across makeup, skincare, fragrance, haircare, and more. 

Since launch, its assortment has expended with 100 new brands of which more than 60 are BIPOC- and/or female-founded, with dozens more looking to join in the months ahead. Exclusive brands include Your Skin Seen by Nyakio Grieco, Reina Rebelde, Mirabella and Shades by Shan (launching 2023).

"Thirteen Lune’s partnership with J.C. Penney Beauty is rooted in our companies’ shared mission to ensure hyper-inclusive beauty is represented in the industry and easily accessible to people, no matter where they live,” said Nyakio Grieco, co-founder, Thirteen Lune and founder, Relevant: Your Skin Seen said. 

“Together, we are leading the way for diverse beauty to establish its place at the forefront of retail, enabling customers to find brands that reflect their unique beauty and discover inclusive brands they love and can stand behind.”

Moreover, J.C. Penney has also worked closely with Landing International, a technology platform serving indie and minority-owned beauty brands, to provide a national retail opportunity for entrepreneurial beauty founders and brands.

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