Pure Beauty

JCPenney expands beauty concessions to more than 600 stores

By Austyn King | Published: 20-Sep-2022

With a focus on inclusivity, the US retailer will showcase BIPOC-owned beauty brands including EleVen by Venus Williams, MinttyMakeup and Buttah via its partnership with Thirteen Lune


JCPenney is ramping up its beauty offering with the roll-out of its in-store beauty concessions to more than 600 stores.

The US department store chain will further its mission to spotlight inclusive and BIPOC-owned beauty brands in partnership with e-tailer Thirteen Lune, which has seen it onboard more than 100 brands including EleVen by Venus Williams, MinttyMakeup, Buttah, Monika Blunder, Wander Beauty, NCLA Beauty and Vamigas.

Exclusive brands and products will also join the retailer’s beauty offering, including Relevant: Your Skin Seen by Nyakio Grieco, Reina Rebelde, Mirabella and Shades by Shan.

“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,” said Michelle Wlazlo, Executive VP 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.”

Thirteen Lune spotlights inclusive and BIPOC-owned beauty brands

Thirteen Lune spotlights inclusive and BIPOC-owned beauty brands

Since launching last year, the retailer has also added indie and K-beauty brands including CosRx, Hanskin, I Dew Care and Neogen to its roster of more than 250 brands across cosmetics, skin care, hair care, fragrance and wellness.

The expansion follows JCPenney’s partnership with Revieve to bring customers virtual try-on services and personalised product recommendations both in-store and online, which the company claimed is the first department store to do so.

JCPenney will begin expanding its own-brand concessions – which were previously occupied by its now dissolved partnership with beauty giant Sephora – from next month, rolling out into more than 600 stores across the US and Puerto Rico by spring 2023. 


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