THE WHAT JCPenney has announced a U.S. nationwide rollout of JCPenney Beauty in its stores, which follows the initial introduction of the retailer-owned beauty experience in fall 2021 and its recent online expansion.

THE DETAILS Kicking off in October 2022, JCPenney Beauty will expand from its ten bricks and mortar pilot locations to 300 stores by early 2023, and 600 stores by spring 2023. 

According to JCPenney, the national rollout builds on the flagship partnership with thirteen lune, a ‘first of its kind, e-commerce destination designed to inspire the discovery of BIPOC-founded beauty brands that resonate with people of all colors.’

The new online JCPenney Beauty experience includes a virtual makeup try-on and skincare quiz.

THE WHY? The expansion and continued exclusive partnership with thirteen lune is said to be the next step in the retailer’s commitment to making ‘hyper-inclusive beauty’ easily accessible online and in-stores nationwide.

The rollout showcases JCPenney’s strengthened beauty offering, following the restraining order it placed on Sephora after the beauty retailer attempted to pull out of its stores in 2020 mid-pandemic.

Michelle Wlazlo, Executive Vice President and Chief Merchandising Officer, JCPenney, said, “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.

“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.”