Recently, we’ve seen more retailers create a more diverse and inclusive shopping experience for us.

From Ulta Beauty at Target to Sephora at Kohl’s, we’d be lying if we said we weren’t excited to see such a change.

Well, it was just revealed that JCPenny will be opening JCPenny Beauty starting in October 2021. The new store will be in select retail locations and online.

It will include a shop-in-shop experience in partnership with Thirteen Lune – a commerce platform that features beauty products created by Black founders.

In an official statement, JCPenny Executive Vice President, Michelle Wlazlo said, “Recognizing that each customer is uniquely beautiful, we designed JCPenney Beauty to be a hyper-inclusive experience where everyone shines.”

Adding, “We’ve partnered with like-minded beauty brands to bring this vision to life and ensure everyone is represented.”