The retailer has partnered with Thirteen Lune to redefine inclusivity in the beauty industry with their new J.C. Penney Beauty offering.

J.C. Penney Beauty is a new, inclusive in-store and online experience that reflects customers’ beauty wants and needs, no matter their age, gender, race, skin tone, hair type, beauty regime, or budget. Debuting in select retail locations and on from October 2021, J.C. Penney Beauty promises brands that champion, products that inspire, and associates who will welcome, guide and support all in a space that puts customers at ease.

At J.C. Penney, our customers inspire everything we do. That’s why this new evolution of our beauty offering was created with them in mind. Recognising that each customer is uniquely beautiful, we designed J.C. Penney Beauty to be a hyper-inclusive experience where everyone shines,” commented Michelle Wlazlo, Executive Vice President and Chief Merchandising Officer.

To bring true beauty inclusivity to its diverse range of customers, J.C. Penney is creating a shop-in-shop experience in partnership with Thirteen Lune and other notable and inclusive beauty brands.