JCPenney Beauty Open in 600+ Stores Nationwide

In the fall of 2021, JCPenney announced more than 170 beauty brands would be available to shop at JCPenney Beauty, which was piloted in 10 stores in October 2021. In October 2022, we began a fast and furious expansion of JCPenney Beauty to over 600 stores across America beginning at our home store in Frisco, Texas at the Stonebriar Centre. Now, just eight months later, we celebrate the conclusion of the rollout and are excited to announce that JCPenney Beauty is available to shop in stores across the country and online.

JCPenney associates, senior leadership, brand partners, beauty founders, community partners and customers alike gathered in Hurst, Texas on May 11 to mark this momentous occasion. JCPenney Chief Merchandising Officer Michelle Wlazlo, Landing International founder Sarah Chung Park and Thirteen Lune co-founder Nyakio Grieco cut the ribbon one final time to officially open JCPenney Beauty’s doors to shoppers.

“I don’t have the words to begin to express how grateful I am for the countless teams who made this possible – from the construction crews to the associates stocking shelves and selling product, to colleagues across our corporate team to amazing brand partners I’ve met along the way,” said Michelle Wlazlo. “So many people have contributed to this expansion in so many important ways, and only eight months after we started, I couldn’t be prouder that we’re open in over 600 stores nationwide. Although celebrating our final grand opening is bittersweet, now the real fun begins! I can’t wait to see how this business will grow.”

This final grand opening celebration also corresponded with National Nurses Week, and to mark the occasion and show our gratitude, JCPenney donated gift cards for nurses at Cook Children’s Health Care System in Dallas to get pampered at their local JCPenney.

JCPenney Beauty is open for business, and now it’s time to shop! Find a location near you and discover products from over 250 brands from value to prestige makeup, skincare, fragrance and haircare with expert advice from 3,000 dedicated beauty associates and a network of 5,000 salon stylists.