Thirteen Lune Opening First Brick-and-Mortar Store

The 1,700-square-foot store follows the diverse beauty retailer’s partnership with J.C. Penney.
a thirteen lune display in a j.c. penney store
  • Thirteen Lune is opening its first brick-and-mortar store in Los Angeles next year. 
  • The beauty retailer is focused on supporting brands created by Black and Brown founders and sells mainly through e-commerce. 
  • The new store will be the latest foray into physical retail following its partnership with J.C. Penney.

Thirteen Lune is gearing up to open its first brick-and-mortar location, a store in Los Angeles that will debut next year. 

The beauty brand will open its first retail store, a 1,700-square-foot location in the Larchmont Village neighborhood in Los Angeles, Women’s Wear Daily reported. The e-commerce retailer was founded in 2020 with diversity at its core. The retailer describes itself as an “e-commerce destination designed to inspire the discovery of beauty brands created by Black and Brown founders that resonate with people of all colors.” A majority of the products that are available for purchase through Thirteen Lune come from Black and Brown founders.

According to the report, the new store will continue Thirteen Lune’s focus on diversity with the goal of creating a space where people in the community can come together. Grieco said she always viewed the brand as having a physical retail component, even though it launched during the COVID-19 pandemic when consumers sought alternatives to in-person shopping.  

While the forthcoming store will be the first standalone Thirteen Lune location, it’s not the retailer’s first foray into physical retail. The brand earlier this year partnered with J.C. Penney to help it build out its in-store beauty concept, J.C. Penney Beauty. As Retail Leader previously reported, the department store chain had to rethink its beauty strategy after Sephora pulled out of stores in favor of a deal to place shop-in-shop Sephora locations inside Kohl’s stores. 

J.C. Penney says about 20% of all products available at its in-store beauty concept are products from Thirteen Lune.