Mineral Fusion, Sukin, and Andalou Naturals Announce Retail Expansion into JCPenney

BWX brands: Mineral Fusion, Sukin, and Andalou Naturals will be available on Jcpenney.com and enter 600 JCPenney stores over the next eight months, as part of the retailer's expansion of JCPenney Beauty. BWX has always operated on the belief that all consumers should have access to high-quality, science-backed, Earth-protecting products, and this partnership with JCPenney brings the company one step closer to that goal.

"At BWX, we're delighted to partner with a retailer who supports consumers' making mindful choices pertaining to their health and the planet. Aligning with JCPenney Beauty on this retail expansion will help achieve this goal of making our consciously created brands available to a larger audience in the US."- Doug Hosking, BWX Brands President

Mineral Fusion, Sukin, and Andalou Naturals products will be available both in-store and online, with Mineral Fusion carrying a larger assortment. The first wave of store openings is scheduled for October 21, 2022, with all JCPenney Beauty locations opening by May, 2023. The BWX brands join more than 250 other beauty brands offered at JCPenney Beauty and JCPenney Salon, where championing inclusivity, diversity, and representation is the top priority.

"JCPenney is proud to help make hyper-inclusive beauty available by introducing the JCPenney Beauty experience nationwide in stores and online," said Michelle Wlazlo, executive vice president and chief merchandising officer of JCPenney. "We're grateful to our partners. Together we are making JCPenney Beauty a truly inclusive, all-in-one beauty destination."