JCPenney Launches New Inclusive Beauty Brand to Promote BIPOC Businesses

JCPenney is putting its stake in the inclusive beauty movement with the launch of a new in-store and online beauty experience. The core mission of JCPenney Beauty is to create a “hyper-inclusive,” omnichannel experience that “exemplifies [the retailer’s] commitment to amplify diverse and inclusive beauty brands.”  

Launching in select retail locations and on October 2021, JCPenney Beauty will go to market with Thirteen Lune as its flagship partner. Thirteen Lune is an ecommerce destination that curates beauty brands created by Black and Brown founders and inspire organic consumer discovery. This will be Thirteen Lune’s first foray into brick-and-mortar retail, helping to amplify its mission of impactful allyship. The company is committed to the 90/10 Rule, in which 90% of the brands carried will be BIPOC founded and 10% are brands that “exemplify allyship to incite meaningful change beyond beauty,” according to an official announcement.  

Through this partnership, JCPenney Beauty’s in-store and online product assortment will feature more than 30 diverse beauty brands, helping the legacy retailer establish itself as a leader as many retailers scramble to implement and promote their own diversity initiatives. The new brand shows a clear path for JCPenney following its 15-year relationship with Sephora, which came to a tumultuous head in 2020. Although SiJCP [Sephora in JCPenney] shop-in-shops will remain open through the agreement’s conclusion at the end of 2022, Sephora is already rolling out a new partnership with Kohl’s, which will launch online and in 200 locations this fall. 


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