The department store retailer will roll out “JCPenney Beauty” shops to 300 stores by early 2023 and another 600 stores by spring 2023.

The rollout follows the initial introduction of the concept to 10 pilot locations in fall 2021 and its recent online expansion.

Featuring a delineated floor plan, JCPenney Beauty is designed to provide a one-stop-shop experience. Beauty experts will be trained to guide customers through needs such as finding the right shade or giving a tutorial on the latest new tool. More than 170 brands will be featured.

“Inclusivity is core to JCPenney,” said Michelle Wlazlo, Executive VP and Chief Merchandising Officer, JCPenney. “We exist to celebrate and serve America’s diverse, working families, which is why we are leading the charge to foster beauty inclusivity on a national scale. By creating a fully ownable beauty experience, JCPenney can quickly adapt and respond to our customers’ wants and needs. Last year’s preview launch allowed us to learn from our customers and evolve the JCPenney Beauty experience as it expands nationwide and online, making it unlike any other beauty retail experience.”