DiversityFeatured

JCPenney Unveils Indie and BIPOC Brands at Select Store Locations for New, Inclusive Beauty Experience

Today, JCPenney announces additional details on the retail strategy and product offerings for JCPenney Beauty. The retailer’s new, inclusive in-store and online experience reflects customers’ beauty

Published: Oct 20, 2021 9:30 AM

By Jeanel Alvarado

DiversityFeatured

JCPenney Unveils Indie and BIPOC Brands at Select Store Locations for New, Inclusive Beauty Experience

Today, JCPenney announces additional details on the retail strategy and product offerings for JCPenney Beauty. The retailer’s new, inclusive in-store and online experience reflects customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regimen, or budget. Customers will be able to shop JCPenney Beauty at 10 JCPenney store locations across the country beginning in mid-October, and on jcp.com starting Oct. 15. Featuring 170+ beauty brands—from tried-and-true favorites to fresh indie finds to BIPOC 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.” JCPenney Beauty will feature a shop-in-shop experience with flagship partner Thirteen Lune, an inclusive e-commerce site 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.

Thirteen Lune is designed to inspire the discovery of beauty brands created by Black and Brown founders that resonate with people of all backgrounds…

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JCPenney Unveils Indie and BIPOC Brands at Select Store Locations for New, Inclusive Beauty Experience

Today, JCPenney announces additional details on the retail strategy and product offerings for JCPenney Beauty. The retailer’s new, inclusive in-store and online experience reflects customers’ beauty

Unlock the rest of this story

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