JCPenney Beauty to Expand Nationwide

In partnership with thirteen lune, JCPenney is expanding its in-store beauty installation nationwide following a pilot program last fall.
Zachary Russell
Associate Editor
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JCPenney Beauty

Department retailer JCPenney has announced the expansion of its JCPenney Beauty installation nationwide following the original launch in fall of 2021.

Highlighted by the partnership with beauty e-commerce brand thirteen lune, JCPenney Beauty is expected to launch in more than 600 locations by spring of 2023. The brand will comprise roughly 20% of the retailer’s beauty assortment, pairing in store with private label and exclusive branded apparel.

“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,” says Michelle Wlazlo, Executive Vice President and Chief Merchandising Officer at JCPenney. “By creating a fully ownable beauty experience, JCPenney can quickly adapt and respond to our customers’ wants and needs. 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.”

Beginning in October 2022, JCPenney Beauty will expand from its ten brick and mortar pilot locations to 300 stores by early 2023, and 600 stores by spring 2023. The new online JCPenney Beauty experience includes a virtual makeup try-on and skincare quiz to help customers find products for their unique beauty needs. JCPenney Beauty and JCPenney Salon now offer more than 250 beauty brands, including BIPOC- and female-founded brands.

"Thirteen lune’s partnership with JCPenney Beauty is rooted in our companies’ shared mission to ensure hyper-inclusive beauty is represented in the industry and easily accessible to people, no matter where they live,” Nyakio Grieco, Co-Founder, thirteen lune and Founder, Relevant: Your Skin Seen said. “Together, we are leading the way for diverse beauty to establish its place at the forefront of retail, enabling customers to find brands that reflect their unique beauty and discover inclusive brands they love and can stand behind.”

Currently celebrating its 120th anniversary, JCPenney operates more than 650 stores in the U.S. and Puerto Rico.