JCPenney Selects First 10 Store Locations for New Inclusive Beauty Experience

Lewisville, Texas — JCPenney has unveiled additional details on the retail strategy and product offerings for JCPenney Beauty. The retailer’s new, inclusive in-store and online experience will open at 10 JCPenney store locations across the country beginning in mid-October, and on starting Oct. 15. Featuring 170+ beauty brands, 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. We are incredibly proud to bring JCPenney Beauty to life in stores and online this fall.”

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.

Whether seeking ethically made makeup or professional-grade cosmetics, beauty lovers 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 serves serve as 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. Featuring a delineated floor plan, JCPenney Beauty will deliver a one-stop-shop experience. The retail launch markets getting the first look at JCPenney Beauty include:

  • Davenport, FL
  • Dearborn, MI
  • Greenville, NC
  • McAllen, TX
  • Mesquite, TX
  • Niles, OH
  • Springfield, MO
  • Saint Cloud, MN
  • Trumbull, CT
  • Whittier, CA

JCPenney has more than 650 stores across the United States and Puerto Rico. For more information, visit





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