JCPenney just announced BIG beauty news and we couldn’t be more excited. Celebrating its 120th year as an iconic American company, the nationwide retailer revealed its plans to debut JCPenney Beauty, the ultimate one-stop shop, in its stores starting this month. JCPenney Beauty will expand from its ten brick-and-mortar pilot locations to 300 stores by early 2023, and 600 stores by Spring 2023.

Following the initial introduction of the retailer-owned beauty experience in Fall 2021 and recent online expansion, the national rollout builds on the exclusive partnership with thirteen lune, a first of its kind, e-commerce destination designed to inspire the discovery of beauty brands created by Black and Brown founders with luxurious products for people of all colors. With a mission to give brands a platform to educate and engage a wider audience, thirteen lune’s presence will be spotlighted in stores across the country and comprise about 20% of the JCPenney Beauty assortment.

Together, JCPenney Beauty and thirteen lune work to promote beauty inclusivity and dispel the myth that BIPOC-founded brands are only intended for people of color. Thirteen lune’s assortment at JCPenney Beauty features about 65 BIPOC-founded and ally brands currently including EleVen by Venus Williams, Mintty Makeup, Buttah, Monika Blunder, Wander Beauty, NCLA Beauty, and Vamigas.

“Thirteen lune’s partnership with JCPenney Beauty is rooted in our companies’ shared mission to ensure hyper-inclusive beauty is represented in the industry and easily accessible to people, no matter where they live,” Nyakio Grieco, Co-Founder, thirteen lune and Founder, Relevant: Your Skin Seen said. “Together, we are leading the way for diverse beauty to establish its place at the forefront of retail, enabling customers to find brands that reflect their unique beauty and discover inclusive brands they love and can stand behind.”

This expansion is the next step in the retailer’s commitment to making hyper-inclusive beauty easily accessible online and in-stores nationwide. “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,” says Michelle Wlazlo, JCPenney’s executive vice president and chief merchandising officer.

JCPenney is the first department store to simultaneously bring both virtual makeup try-on and skincare assessment capabilities to its customers. As of right now, shoppers can utilize the new online JCPenney Beauty experience including a virtual makeup try-on and skincare quiz to help them find products for their unique beauty needs.

To ensure every customer is supported with tailored recommendations, JCPenney has educated more than 3,000 dedicated beauty associates and 5,000 stylists with knowledge of products and beauty needs for different skin tones, hair textures, and more. The retailer has also worked with Nyakio Grieco and other brand founders to personally educate JCPenney Beauty associates, ensuring an in-depth understanding of the products.

What makes this launch even more amazing is JCPenney Beauty’s partnership with the nonprofit organization HairToStay to generate awareness and help fund hair-preserving, and scalp-cooling treatments for low-income cancer patients going through chemotherapy. In honor of Breast Cancer Awareness Month, JCPenney will make a $50,000 direct donation and provide education and fundraising initiatives for customers, associates, and JCPenney Salon stylists.

To shop and learn more about JCPenney Beauty, visit! And be sure to check out the site for a list of JCPenney Beauty locations opening up near you. There are so many products to add to your wishlist list and we’ve included some top picks below!

JCPenney Beauty Exclusives

Relevant One And Done Everyday Cream With Spf 40, $38

Mirabella Seal With A Kiss Lipstick, $22

Reina Rebelde Rebel Eye Definer Liquid Eyeliner, $17

JENNIFER LOPEZ Promise Eau De Parfum Natural Spray Vaporisateur 1.7 oz, $47

Thirteen Lune

Pholk Beauty Glow Replenishing Face Wash, $20

Prados Beauty Shawdy Lashes, $15

Eleven By Venus Williams Unrivaled Sun Serum Spf 35, $50

Bossy Cosmetics Power Woman Essentials Liquid Lipstick, $25

Want to see more? The full product assortment is now available at!