Urban Hydration’s I Wanna Dance, available exclusively at JCPenney Beauty

The iconic legacy of Whitney Houston lives on in the exclusive, limited edition collection, “I Wanna Dance,” by Urban Hydration – a Black and woman owned beauty brand known for its sustainability efforts – and JCPenney Beauty, the ultimate one-stop shop for inclusive beauty, hair and skin products.

I Wanna Dance is inspired by Houston and Sony’s biopic “I Wanna Dance with Somebody.” This all-inclusive collection of skin, body, hair and hand cream products pays homage to the star through her favorite scents, powerful ingredients and vibrant colors and aligns with JCPenney Beauty’s mission to provide a diverse brand portfolio for its customers.

The JCPenney Beauty exclusive collection was introduced in December during the I Wanna Dance launch party at Stonebriar Mall in Frisco, TX. Attending the celebration was Urban Hydration founder Psyche Terry and JCPenney Chief Merchandising Officer Michelle Wlazlo, whose partnership and story of success was featured on air twice by Dallas-Fort Worth’s NBC 5 News.

Other special guests and speakers during the launch party included WATERisLIFE founder and Urban Hydration’s charitable partner Ken Surritte, and JCPenney Sr. Buyer for Skincare and Wellness Patricia Walker.

The launch of this exclusive collection attracted several influencers and sparked media interest, with stories appearing on NBC 5, and in Happi, Storebands and MediaPost.

Keeping up the momentum, Urban Hydration and JCPenney hosted an exclusive early screening of “I Wanna Dance with Somebody” on December 19, where influencers and partners showed up in black tie.

I Wanna Dance by Urban Hydration is available only at JCPenney Beauty, and watch I Wanna Dance with Somebody, in theaters December 22.