JCPenney Named Presenting Sponsor of the PBA North American Hairstyling Awards

The Professional Beauty Association (PBA) partnered with JCPenney, naming the national retailer the first presenting sponsor in the 37-year history of the PBA North American Hairstyling Awards (NAHA).

The 2026 PBA North American Hairstyling Awards, presented by JCPenney, will recognize talent in professional beauty across North America and around the globe. The event will be held on May 31 in Orlando, FL. It will feature 15 professional categories including: Haircolor, Hairstylist of the Year, Makeup Artist of the Year, Editorial Stylist of the Year and more.

The announcement marks the first time NAHA has “aligned with a national consumer brand at the presenting level, signaling a new era of visibility and investment in the professional beauty community,” said event organizers.

Founded in 1989 and produced by PBA, NAHA is regarded as the “pinnacle of artistic achievement in professional beauty, honoring artistry, celebrating innovation, creative expression and technical excellence,” said event organizers.

“We exist to elevate and advocate for beauty professionals and JCPenney’s legacy as a trusted national retailer with a deep footprint in salon services aligns perfectly with that mission,” said Leslie Perry, chief executive officer of the Professional Beauty Association. “We could not have asked for a better partner to help us shine an even brighter spotlight on the artists and innovators who define professional beauty in North America.”

JCPenney’s Salon Network

The retailer has more than just merchandise. JCPenney, which operates more than 600 in-store salons across the United States, has a history of “serving guests through accessible, professional beauty services and of investing in the careers of licensed beauty professionals,” said PBA.

“We are honored to be named the first presenting sponsor of NAHA,” said Lisa Green, vice president, division merchandise manager, JCPenney Beauty & Salon. “As one of the largest salon operators in the country, JCPenney Salons and our network of incredible stylists have a longstanding relationship with PBA and NAHA, and we’re excited to officially partner with them to further amplify their efforts to recognize the most talented individuals in the industry.”