Following the initial introduction of a new hyper-inclusive beauty assortment in ten brick and mortar pilot locations last fall 2021 and its recent online expansion, the U.S. retailer aims to roll out the concept to 300 stores by early next year and 600 stores by next spring.

The national rollout builds on the partnership with Thirteen Lune, an e-commerce destination designed to inspire the discovery of BIPOC-founded beauty brands [1] that resonate with people of all colors. Championing the beauty of inclusion, Thirteen Lune’s presence will be spotlighted in stores across the country and comprises roughly 20 percent of the JCPenney Beauty assortment.

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. “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.