The announcement comes as other major retailers like Target and Kohl’s are stepping up their beauty retail spaces with alliances with Ulta and Sephora, respectively.
JCPenney and Sephora said they remain committed to the current partnership and will continue to operate Sephora inside JCPenney serving customers through late 2022.
JCPenney Beauty contends its new beauty operation will offer the “perfect mix” of mass, masstige, and prestige products at a convenient, one-stop-shop. Debuting in select retail locations and on jcp.com in October 2021, JCPenney Beauty promises brands that champion, products that inspire, and associates who will welcome, guide, and support all in a space that puts customers at ease, according to company.
“At JCPenney, our customers inspire everything we do. That’s why this new evolution of our beauty offering was created with them in mind,” said Michelle Wlazlo, executive vice president and chief merchandising officer, JCPenney. “Recognizing that each customer is uniquely beautiful, we designed JCPenney Beauty to be a hyper-inclusive experience where everyone shines. We've partnered with like-minded beauty brands to bring this vision to life and ensure everyone is represented.”
JCPenney is creating a shop-in-shop experience in partnership with beauty and wellness e-comm platform Thirteen Lune and other notable and inclusive beauty brands. The partnership between JCPenney and Thirteen Lune is founded on a joint commitment to amplify diverse and inclusive beauty brands, and create an innovative retail platform that showcases and introduces diverse brands to a wider audience.
Thirteen Lune was founded by two advocates for retail inclusivity, Nyakio Grieco and Patrick Herning. Grieco is a beauty entrepreneur with two decades of experience and founder of Nyakio Beauty. Herning is the founder of 11 Honoré, a revered luxury plus size fashion label.
“Thirteen Lune’s presence within one of the country’s longest standing retailers is profound on many levels. Our brick and mortar footprint inside the visionary, hyper-inclusive JCPenney Beauty space will bring a beautifully curated assortment of brands from both Black and Brown founders and ally brands who are dedicated to creating lasting change in beauty,” Grieco remarked. “Together with JCPenney, we are able to reach so many more consumers with our inclusive beauty mission and product assortment, empowering them to see themselves reflected in our curation and dedication to uplifting our diverse offering of founders.”