In addition to indie and BIPOC-founded brands, the curated assortment spans makeup, skincare, haircare, styling tools, fragrance, nailcare, and bath and body products at varying price points. Henkel’s Better Natured at-home hair color line, for example, recently made its U.S. brick-and-mortar debut at JCPenney Beauty stores, along with trained in-store beauty experts available to help shoppers select the right Better Natured hair color shade and answer questions. Perfect Corp. technology is also available in-store, allowing shoppers to virtually try on colors before buying.
“Rooted in inclusivity, JCPenney Beauty grew out of direct feedback from our customers,” said Michelle Wlazlo, executive vice president and chief merchandising officer at JCPenney, in a news release. “Together with our brand partners, we have reimagined every aspect of our beauty experience — from the highly curated assortment and welcoming space to the integrated loyalty program and all-new e-commerce experience. We are incredibly proud to bring JCPenney Beauty to life in stores and online.”