Beginning in mid-October, U.S. beauty customers will be able to shop JCPenney Beauty at 10 JCPenney store locations across the country [1] and on from October 15.

Featuring 170+ beauty brands - from tried-and-true favorites to fresh indie finds to BIPOC [2] founded - the assortment will span makeup, skincare, haircare, styling tools, fragrance, nailcare, and bath and body products at varying price points.

Rooted in inclusivity, JCPenney Beauty grew out of direct feedback from our customers,” says Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney. “Together with our brand partners, we have reimagined every aspect of our beauty experience - from the highly curated assortment and welcoming space to the integrated loyalty program and all new e-commerce experience. We are incredibly proud to bring JCPenney Beauty to life in stores and online this fall.

Shop-in-shop inclusive beauty experience

JCPenney Beauty will feature a shop-in-shop experience with flagship partner Thirteen Lune, an inclusive e-commerce site designed to inspire the discovery of beauty brands created by Black and Brown founders that resonate with people of all backgrounds. Thirteen Lune was founded by Nyakio Grieco, a beauty entrepreneur and founder of nyakio™ Beauty, and Patrick Herning, the founder of 11 Honoré, a luxury plus size fashion label.

Of the 170+ brands at JCPenney Beauty, 39 are from Thirteen Lune including Buttah Skin, Bossy Cosmetics, Mischo Beauty, Pholk Beauty, Prados Beauty, Sara Happ, Spraise, Vernon François, and Wander Beauty. The carefully crafted assortment showcases indie and BIPOC founded brands that deliver on the unique beauty needs of JCPenney customers.

Based on extensive consumer research, the retailer has created a blend of products within the mass, masstige, and prestige range for customers. In fact, nearly half of the brands in the JCPenney Beauty assortment are masstige brands—the tier fueling the most innovation, growth, and experimentation. The other half of the business is balanced between mass and prestige brands. Customers can expect to see recognizable favorites such as Skin Gym, Curlsmith, Alaffia, Solinotes fragrance, and OPI.

JCPenney Beauty will launch in store at 10 select JCPenney retail locations beginning in October, with rollouts planned across all remaining stores by 2023. Beauty experts will be trained to guide customers through needs such as finding the right shade or giving a tutorial on the latest new tool.

The retailer will provide full integration with its JCPenney Rewards program.