Thirteen Lune’s Inclusive Beauty Offering Will Expand Into 600 JCPenney Stores


JCPenney Beauty Storefront real

After a successful run with 10 pilot locations, JCPenney is amplifying its in-store inclusive beauty partnership with Thirteen Lune to more than 600 stores nationwide, the retailers announced on Monday. 

Founded in 2020 by Nyakio Grieco, Thirteen Lune is a beauty commerce platform that strives toward inclusivity and economic equality by highlighting brands founded and owned by Black people and people of color. JCPenney first tested the partnership in October 2021, when the store opened the aforementioned 10 pilot locations. Less than a year later, it’s ramping up its inclusive beauty efforts by 6,000% and simultaneously ending its brick-and mortar-relationship with Sephora.

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