JCPenney has launched JCPenney Beauty, a new shopping experience designed to be inclusive, at 10 locations across the U.S., including one in the Dallas area at Town East Mall in Mesquite. JCPenney Beauty should reflect customers' beauty wants and needs, regardless of age, gender, race, skin tone, hair type, beauty regimen, or budget. It features 170-plus beauty brands of makeup, skincare, haircare, styling tools, fragrance, nailcare, and bath & body products, at varying price points. JCPenney Beauty will feature a shop-in-shop experience with flagship partner Thirteen Lune, an inclusive e-commerce site founded by Nyakio Grieco, a beauty entrepreneur and founder of nyakio Beauty; and Patrick Herning, the founder of 11 Honoré, a luxury plus size fashion label. Of the 170+ brands at JCPenney Beauty, 39 are from Thirteen Lune including Buttah Skin, Bossy Cosmetics, Mischo Beauty, Pholk Beauty, Prados Beauty, Sara Happ, Spraise, Vernon François, and Wander Beauty. Nearly half of the brands in the JCPenney Beauty assortment are what they call "masstige" brands, (mass-produced, relatively inexpensive goods that are marketed as luxurious or prestigious). The other half of the business is balanced between mass and prestige brands. That includes ethically-made makeup and professional-grade cosmetics from names like Makeup Geek and Mirabella, as well fragrances by Wellfounded, Esscentials, and Ron Dorff—all exclusively available at JCPenney Beauty. They'll be the only brick-and-mortar location in the U.S. for several brands, including I’M MEME, nooni, Kleem Organics, and Better Natured.