JCPenney Beauty is a new inclusive in-store and online experience from JCPenney that accommodates all consumers, regardless of their age, gender, race, skin tone, hair type or budget. This fall, there are JCPenney Beauty at 10 JCPenney store locations that will be introducing a selection of hair products, skincare makeup, nail care solutions and much more from indie and BIPOC-founded brands.
Within the new shopping space, consumers will find a shop-in-shop experience from the inclusive e-commerce site Thirteen Lune, which is devoted to helping shoppers discover beauty brands created by Black and Brown founders. These brands include names like Buttah Skin, Bossy Cosmetics, Mischo Beauty and Pholk Beauty.
This new experience, developed based on direct feedback from customers, will play a part in supporting a wider range of unique beauty needs.