JCPenney Unveils Brands and Store Locations for New, Inclusive Beauty Experience

LEWISVILLE, Texas–(BUSINESS WIRE)–Today, JCPenney proclaims further particulars on the retail technique and product choices for JCPenney Beauty. The retailer’s new, inclusive in-store and on-line expertise displays clients’ magnificence desires and wants, irrespective of their age, gender, race, pores and skin tone, hair sort, magnificence routine, or finances. Customers will be capable to store JCPenney Beauty at 10 JCPenney retailer places throughout the nation starting in mid-October, and on beginning Oct. 15. Featuring 170+ magnificence manufacturers—from tried-and-true favorites to contemporary indie finds to BIPOC based—the assortment will span make-up, skincare, haircare, styling instruments, perfume, nailcare, and bathtub and physique merchandise at various value factors.

“Rooted in inclusivity, JCPenney Beauty grew out of direct suggestions from our clients.” says Michelle Wlazlo, government vp and chief merchandising officer, JCPenney. “Together with our model companions, we now have reimagined each facet of our magnificence expertise—from the extremely curated assortment and welcoming house to the built-in loyalty program and all new e-commerce expertise. We are extremely proud to carry JCPenney Beauty to life in shops and on-line this fall.”

JCPenney Beauty will function a shop-in-shop expertise with flagship associate Thirteen Lune, an inclusive e-commerce web site based by Nyakio Grieco, a magnificence entrepreneur and founding father of nyakio™ Beauty, and Patrick Herning, the founding father of 11 Honoré, a luxurious plus dimension style label. Thirteen Lune is designed to encourage the invention of magnificence manufacturers created by Black and Brown founders that resonate with folks of all backgrounds. Of the 170+ manufacturers at JCPenney Beauty, 39 are from Thirteen Lune together with Buttah Skin, Bossy Cosmetics, Mischo Beauty, Pholk Beauty, Prados Beauty, Sara Happ, Spraise, Vernon François, and Wander Beauty. The rigorously crafted assortment showcases indie and BIPOC based manufacturers that ship on the distinctive magnificence wants of JCPenney clients.

Based on intensive shopper analysis, the retailer has created the right mix of merchandise inside the mass, masstige, and status vary for clients. In truth, almost half of the manufacturers within the JCPenney Beauty assortment are masstige manufacturers—the tier fueling essentially the most innovation, development, and experimentation. The different half of the enterprise is balanced between mass and status manufacturers. Customers can anticipate to see recognizable favorites corresponding to Skin Gym, Curlsmith, Alaffia, Solinotes perfume, and OPI. The full listing of obtainable manufacturers may be discovered on the JCPenney Company Blog.

Whether looking for ethically made make-up or professional-grade cosmetics, magnificence lovers will discover new favorites from Makeup Geek and Mirabella, as effectively fragrances by Wellfounded, Esscentials, and Ron Dorff—all completely accessible at JCPenney Beauty. The retailer is proud to function the one brick-and-mortar location within the U.S. for a number of manufacturers, together with I’M MEME, nooni, Kleem Organics, and Better Natured.

JCPenney Beauty will launch in retailer at 10 choose JCPenney retail places starting in October, with rollouts deliberate throughout all remaining shops by 2023. Featuring a delineated ground plan, JCPenney Beauty will ship a one-stop-shop expertise. Beauty consultants can be skilled to information clients by wants corresponding to discovering the precise shade or giving a tutorial on the most recent new device. The retail launch markets getting the primary take a look at JCPenney Beauty embody:

Davenport, FL

Dearborn, MI

Greenville, NC

McAllen, TX

Mesquite, TX

Niles, OH

Springfield, MO

Saint Cloud, MN

Trumbull, CT

Whittier, CA

To discover the shop nearest you, go to the JCPenney Company Blog.

JCPenney Salon has served hundreds of thousands of shoppers for greater than 5 many years and will proceed to assist clients on their magnificence journey with this new inclusive magnificence providing. JCPenney Beauty has tripled its footprint for the haircare product assortment—a 3rd of which is devoted to serving textured hair. The house can even function Salon-favorite merchandise from Matrix, Paul Mitchell, and Joico. The complementary experiences create touchpoints in every respective house, encouraging cross buy with associates who’re specifically skilled to service all pores and skin tones and hair varieties.

The retailer will present full integration with its JCPenney Rewards program, providing extra rewards than ever for JCPenney Beauty purchases. Similar to JCPenney Salon, the brand new magnificence enterprise can be eligible to take part in store-wide reductions at a decreased financial savings of 10%. Customers will be capable to earn and redeem factors on JCPenney Beauty merchandise as a part of JCPenney Rewards loyalty program. Credit card members earn 1 level for each $1 spent, and non-credit card members earn 1 level for each $2 spent. Once 200 factors are reached, members earn a $10 Reward certificates.

For extra info and downloadable photographs, go to the JCPenney Newsroom.

About JCPenney

JCPenney proudly serves clients at greater than 650 shops throughout the United States and Puerto Rico and on the Company’s flagship retailer, JCPenney is likely one of the nation’s largest retailers of attire, residence, jewellery, and magnificence merchandise with a rising portfolio of personal and nationwide manufacturers. Guided by the Golden Rule, JCPenney employs greater than 50,000 associates worldwide and has served clients for over 119 years, enjoying a significant function within the communities it serves. For further info, please go to and comply with JCPenney on Facebook, Instagram, and Twitter.

About Thirteen Lune

Thirteen Lune is an e-commerce vacation spot designed to encourage the invention of POC based magnificence manufacturers for all magnificence lovers to get pleasure from, in addition to merchandise created completely for the sweetness wants of Black and Brown folks. Thirteen Lune is a results of a partnership between Nyakio Grieco, founding father of nyakio™ Beauty which is predicated on her household’s African tradition and traditions, and Patrick Herning, founder and CEO of size-inclusive e-commerce platform, 11 Honoré. Thirteen Lune seeks to be a car for change and a platform for genuine allyship the place the voices of Black and Brown magnificence founders are heard and celebrated.

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