10.12.21
JCPenney has shared new details on the retail strategy and product offerings for JCPenney Beauty—the retailer’s new, inclusive in-store and online experience.
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 October 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.”
Brands that have been chosen to participate include Pholk Beauty, ANOVÉ, and Bossy Cosmetics, among others.
"This is our very first (of many to come, we hope) major in-store retailer launch and we couldn't be more pleased to be working alongside the 170+ amazing brands that form the collective of the new JCPenney Beauty! As you can imagine, we are beyond excited about this launch and look forward to a beautiful partnership with Thirteen Lune and JCPenney Beauty," commented Aisha Dozie, founder of Bossy Cosmetics.
Whether seeking ethically made makeup or professional-grade cosmetics, consumers will find new favorites from Makeup Geek and Mirabella, as well fragrances by Wellfounded, Esscentials, and Ron Dorff—all exclusively available at JCPenney Beauty. The retailer is also the only brick-and-mortar location in the U.S. for several brands, including I’M MEME, nooni, Kleem Organics, and Better Natured.
JCPenney Beauty will launch in store at 10 select JCPenney retail locations beginning in October, with rollouts planned across all remaining stores by 2023.
To find the store nearest you, visit the JCPenney Company Blog.
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 October 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.”
Commitment to Inclusivity
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. Of the 170+ brands at JCPenney Beauty, 39 are from Thirteen Lune.Brands that have been chosen to participate include Pholk Beauty, ANOVÉ, and Bossy Cosmetics, among others.
"This is our very first (of many to come, we hope) major in-store retailer launch and we couldn't be more pleased to be working alongside the 170+ amazing brands that form the collective of the new JCPenney Beauty! As you can imagine, we are beyond excited about this launch and look forward to a beautiful partnership with Thirteen Lune and JCPenney Beauty," commented Aisha Dozie, founder of Bossy Cosmetics.
Products for Every Type of Consumer
JCPenney selected a blend of products within the mass, masstige, and prestige range for customers based on extensive consumer research. 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, OPI and more.Whether seeking ethically made makeup or professional-grade cosmetics, consumers will find new favorites from Makeup Geek and Mirabella, as well fragrances by Wellfounded, Esscentials, and Ron Dorff—all exclusively available at JCPenney Beauty. The retailer is also the only brick-and-mortar location in the U.S. for several brands, including I’M MEME, nooni, Kleem Organics, and Better Natured.
JCPenney Beauty will launch in store at 10 select JCPenney retail locations beginning in October, with rollouts planned across all remaining stores by 2023.
To find the store nearest you, visit the JCPenney Company Blog.