Introducing JCPenney Beauty―A New, Fully Inclusive Beauty Experience

JCPenney Beauty

Get a glimpse at the next generation of beauty at JCPenney as we unveil plans for JCPenney Beauty, a new, inclusive in-store and online experience that reflects customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regime, or budget. JCPenney Beauty will offer the perfect mix of mass, masstige, and prestige products at a convenient, one-stop-shop that celebrates customers’ unique, authentic beauty.

“At JCPenney, our customers inspire everything we do. That’s why this new evolution of our beauty offering was created with them in mind,” says Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney. “Recognizing that each customer is uniquely beautiful, we designed JCPenney Beauty to be a hyper-inclusive experience where everyone shines. We’ve partnered with like-minded beauty brands to bring this vision to life and ensure everyone is represented.”

JCPenney is creating a shop-in-shop experience in partnership with Thirteen Lune, a revolutionary 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.

Through this partnership and others, JCPenney Beauty will have a wide-ranging assortment curated with brands and products that cross categories and price points – offering everything from makeup, skincare, and fragrance to hair products and styling tools.

Built for everyone from beauty enthusiasts to new beauty buyers, the JCPenney Beauty space will be bright, light, welcoming, and supported by knowledgeable sales associates, specially trained to provide recommendations and tips and tricks for all skin tones and hair textures. Like to shop your beauty favorites from home? The online experience will be equally engaging.

The first JCPenney Beauty will launch at select stores across the country and beginning October 2021. The nationwide store rollout will begin in Fall 2022, with the expansion continuing through 2023.

We can’t wait to share more—watch for additional news about JCPenney Beauty coming soon.