J.C. Penney Beauty will be a convenient, one-stop-shop that celebrates customers’ unique, authentic beauty, while reflecting customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regime, or budget. The shop-in-shop experience was created in partnership with Thirteen Lune, a beauty and wellness e-commerce platform designed to inspire the discovery of beauty brands created by Black and Brown founders, and other notable and inclusive beauty brands.

The collection of brands and products cross categories and price points spanning makeup, skincare, and fragrance to hair products and styling tools, and will be complemented by the J.C. Penney Salon, one of the largest full-service retail salons in the country, with the most diverse services offered by a chain salon in the U.S.

The new beauty space will include an open-concept floor plan, crisp clean paint, and natural wood tone accents, while knowledgeable sales associates, specially trained to service all skin tones and hair textures, will be on staff. J.C. Penney Beauty will have an equally engaging online shopping experience.