Advertisement

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 jcp.com 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. 

Advertisement

Featured Event

View the Retail Trendcaster Webinar Series on-demand to uncover key 2025 retail trends, from AI and personalization to social commerce. Gain expert insights, data-driven predictions, and actionable takeaways to stay ahead in a rapidly evolving market.

Advertisement

Advertisement

Retail Trendcaster Webinar Series
Days
Hours
Minutes
Seconds

Uncovering What’s Next in Retail

On-Demand Limited Video Series

Q1 is a pivotal time for retail, with experts analyzing holiday sales and forecasting trends. View the full lineup of the Retail Trendcaster video series for insights on consumer spending, AI, personalization, social commerce, and more—helping you focus on what truly matters in 2025.

Brought to you by
Retail TouchPoints
Access Now
Retail TouchPoints is a brand of Emerald X LLC. By clicking the button and submitting information, you acknowledge and agree that your information may be shared with corporate affiliates of Emerald X LLC, and other organizations such as event hosts, speakers, sponsors, and partners. Please read our Privacy Policy and our Terms Of Use for more information on our policies.

Access The Media Kit

Interests:

Access Our Editorial Calendar




If you are downloading this on behalf of a client, please provide the company name and website information below: