JCPenney Beauty to Expand Chainwide

Retailer will launch its inclusive beauty assortment and in-store experience, in partnership with Thirteen Lune, to more than 600 locations by spring 2023.
Jacqueline Barba
Digital Editor
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Building on the introduction of its beauty experience in fall 2021 and its recent online expansion, JCPenney will roll out the concept across stores nationwide.

The rollout builds on the department store’s flagship partnership with Thirteen Lune, an inclusive e-commerce site founded by Nyakio Grieco (a beauty entrepreneur and founder of Nyakio Beauty) that is designed to inspire the discovery of BIPOC-founded beauty brands. Thirteen Lune’s presence will be spotlighted in stores across the country and comprise roughly 20% of the JCPenney Beauty assortment.

The shopping destination for beauty and fashion enthusiasts will be paired with more than 600 fully rebranded JCPenney Salons and vast range of private and national apparel.

Beginning in October, JCPenney Beauty will expand beyond the 10 brick-and-mortar pilot locations to 300 stores by early 2023, and 600 stores by spring 2023.

The expansion and continued exclusive partnership with Thirteen Lune is the next step in the retailer’s commitment to making hyper-inclusive beauty more accessible online and in stores. The full product assortment is now available within the retailer’s website. Stores not yet featuring the full experience will be given a preview of top JCPenney Beauty products in time for the holidays, according to a news release.

“Inclusivity is core to JCPenney. 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, JCPenney, in the release. “By creating a fully ownable beauty experience, JCPenney 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 JCPenney Beauty experience as it expands nationwide and online, making it unlike any other beauty retail experience.”

The online JCPenney Beauty experience includes a virtual makeup try-on and skincare quiz to help customers find products for their specific beauty needs. In addition, JCPenney Beauty is fully integrated within the JCPenney Rewards program, offering rewards for beauty purchases.

JCPenney Beauty and JCPenney Salon provide a fully integrated experience, with more than 250 unique beauty brands including value priced to prestige across makeup, skincare, fragrance, haircare, salon services, wellness and styling products. Since launch, JCPenney Beauty has onboarded nearly 100 new brands, more than 60 of which are BIPOC- and/or female-founded, with more looking to join in the months ahead, per the company’s release. The assortment also includes exclusive brands and products, including Relevant: Your Skin Seen by Nyakio Grieco, Reina Rebelde, Mirabella and Shades by Shan (launching in 2023).

Thirteen Lune’s assortment at JCPenney Beauty has doubled since last fall, increasing to about 65 BIPOC-founded and ally brands including EleVen by Venus Williams, MinttyMakeup, Buttah, Monika Blunder, Wander Beauty, NCLA Beauty, and Vamigas.

JCPenney has also worked closely with Landing International, a technology platform serving emerging/indie and minority-owned beauty brands, to provide a national retail opportunity for entrepreneurial beauty founders and brands. JCPenney has prioritized onboarding indie and K-beauty brands such as CosRx, Hanskin, I Dew Care and Neogen.

JCPenney has trained more than 3,000 dedicated beauty associates and 5,000 JCPenney Salon stylists to offer knowledge and recommendations on products and beauty needs for different skin tones and hair textures. The retailer has also worked with Nyakio Grieco and other brand founders to provide JCPenney Beauty associates with an in-depth understanding of the products, which they can use to assist shoppers.

Additionally, JCPenney Beauty is partnering with nonprofit organization HairToStay to raise awareness and help fund hair preserving, scalp cooling treatments for low-income cancer patients going through chemotherapy. In honor of October’s Breast Cancer Awareness Month, JCPenney will make a $50,000 direct donation and provide education and fundraising initiatives for customers, associates and JCPenney Salon stylists.

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