Gabrielle encourages self-expression & authentic personal style. Her inclusive haircare brand offers affordable, salon-quality products for all textures to promote diversity & flawless beauty.

Thirteen Lune

Thirteen Lune launched this brand with co-founder, Patrick Herning, to create a community to help BIPOC beauty founders realize success more quickly with amplified support & on a bigger stage.

Reina Rebelde

This versatile collection was born from Regina's passion and pride for her cultural identity as a Latina.  Her beauty line takes women from glamorous to fierce, aspirational to trailblazing. 

Urban Hydration

She’s committed to create clean beauty that’s affordable, and to provide drinking water for communities in need through partnership with WATERisLIFE.

Landing International 

This digital platform supports greater opportunity in beauty retail by championing brands committed to advancing innovation, representation and ethical business. 

Prados Beauty

An inclusive and uplifting beauty brand, founded by Cece Meadows, that inspires people through the lens of indigenous communities.


Miranda believes beauty is a lifestyle. Her brand, Mirabella, specializes in luxurious, wearable, salon-quality cosmetics, formulated with clean, skin-loving ingredients. They're free of parabens and gluten, while always remaining animal-cruelty free.

Rebecca Minkoff

Rebecca Minkoff encourages her audience to confidently own the many roles they occupy and their many moods and feelings.  Her brand is a destination where functionality, modern femininity and the current cultural moment converge. 


Shop Innovative Women Owned or Founded Brands

We’re recognizing women leaders who let pride, passion, and presence drive their entrepreneurial spirit. Explore brands that prioritize innovation, representation, diversity, and ethical business practices. JCPenney is proud to join these women on their journey and highlight their achievements. If you’re searching for a solution to dry, chapped lips, check out Sara Happ’s line of lip-focused beauty. If you’re a fragrance lover, By Rosie Jane features clean fragrances for every day. Need long wearing beauty? Shop exa for their famous color correctors that will last all day. And if you’re looking for clean beauty with gentle ingredients, check out Redken and Mirabella. All these brands and more are showing women and girls everywhere how to be unstoppable.

Female Led Brands that are Making a Difference

JCPenney Beauty is the place to go if you’re looking for female led brands and high-quality products. Many of our partners are focused on diversity, like Thirteen Lune with their commitment to spotlighting BIPOC beauty founders, Prados Beauty, which takes on beauty through the lens of Indigenous communities, and Flawless, which brings affordable haircare to all hair types and textures. Our partners are also passionate about giving back and improving their communities. PRAI, a skincare line for women of all ages, benefits animal rescues, and Urban Hydration features clean beauty and partners with WATERisLIFE to provide drinking water for communities in need. Shop Women Owned or Founded Brands at JCPenney and know you’re getting quality products while making a difference.

Celebrating Women's History >>>