Nationwide Rollout of JCPenney Beauty Reaches its Halfway Point

JCPenney Beauty, the Company’s hyper-inclusive beauty experience, is now officially open in more than 300 JCPenney stores nationwide! This marks the halfway point to reaching all 600 doors by Spring 2023.

In the fall of 2021, JCPenney announced more than 170 beauty brands would be available to shop at JCPenney Beauty. Today, JCPenney Beauty has more than 250 unique beauty brands ranging from value to prestige makeup, skincare, fragrance, and haircare!

Of those brands, 39 are from thirteen lune – JCPenney Beauty’s flagship partner brand, founded by Nyakio Grieco. The inclusive e-commerce site, thirteen lune, was designed to inspire the discovery of Black and Brown founders and their brands that resonate with people of all backgrounds.

“Thirteen lune and JCPenney Beauty’s purpose is inclusivity and representation in the beauty space,” said Nyakio Grieco, co-founder of thirteen lune and founder of Relevant: Your Skin Seen. “Together we are ensuring that people have access to beauty products, no matter where they live, and so that more people feel seen and served at retail shelves and throughout the product offering of incredible and efficacious products from a diverse assortment of beauty founders.”

As we celebrate this milestone, we look back at some of our grand opening celebrations across the country.

Frisco, TX

 JCPenney store #2795 in Frisco opened its doors to brand founders, social media influencers, media, local government officials, and customers for one of the first ribbon cutting events unveiling JCPenney Beauty in October.

The kickoff event had notable coverage in D Magazine and Community Impact.

San Antonio, TX

Down South, JCPenney store #0993 in San Antonio invited a mariachi band to welcome brand founders, influencers, and customers to its JCPenney Beauty grand opening event.

With a large Hispanic and Latino presence, founder of Shades by Shan, Shan Berries gave a speech in Spanish, sharing words of gratitude with JCPenney and each of the brand founders for bringing the vision to life.

“Shades by Shan, thirteen lune and JCPenney Beauty have a shared passion for supporting America’s diverse, working families and bringing inclusivity to the beauty space,” said Shan Berries, founder of Shades by Shan and the Mamaberries Foundation. “It is an honor to be a part of this exciting partnership.”

Other Texas JCPenney Beauty locations that opened in 2022 include McAllen, Mesquite, Denton, Kerrville, Port Arthur, El Paso, Wichita Falls, Tyler, Lake Jackson, San Angelo, Texarkana, Friendswood, Houston, Fort Worth, Weatherford, Katy and Cypress.

Downey, California

On the West Coast, store #1337 in Downey, California, local officials made their way to JCPenney for the grand opening of JCPenney Beauty. This included Downey Mayor Blanca Pacheco and Chamber of Commerce chairholder Carmen Gonzalez.

In addition to brand founders, influencers, and customers, JCPenney also invited a mariachi band to join in the ribbon cutting celebration!

Other California JCPenney Beauty locations include Whittier, Pleasanton, Santa Clara, Hanford, San Bruno, Westminster, Fairfield, Hermet, Concord, Santa Maria, Bakersfield, Brea, Thousand Oaks, Woodland, Grass Valley, Ventura, Temecula, Redding, National City, Yuba City, El Cajon and Chico.

Aventura, Florida

JCPenney kicked off its grand openings for 2023 with store #2071 in Aventura, Florida. During this ribbon cutting celebration, Shades By Shan Cosmetics gave away their largest Mamaberries Award to date!

The $7,500 – matched by JCPenney and thirteen lune, was awarded to a single mother who demonstrated The Mamaberries Foundation’s mission to support and celebrate hard-working single parents.

Other JCPenney Beauty locations available in Florida include Davenport, Merritt Island, Tampa, Vero Beach, Altamonte Springs, Sarasota, Ocala, Port Charlotte, Jacksonville, Lake City, Tallahassee, Pompano, Pensacola, Daytona Beach, Brandon, Clearwater, Hialeah, Orange Park, and Panama City Beach.

What’s Next?

 We are halfway there! More JCPenney Beauty locations will be opening this February, March and April before we head back to Texas for our last grand opening celebration in Hurst.

You can read more about JCPenney Beauty, and see which locations are already open near you on our website here.

Stay tuned for more exciting announcements to come!