Celebrating Beauty and Inclusion Through the CROWN Act

Over the last two months, JCPenney has welcomed several legislators into our stores in celebration of our commitment to inclusion and to show our support of the Creating a Respectful and Open World for Natural Hair (CROWN) Act. During the store visits, legislators from Georgia, Texas and Louisiana were given tours of our JCPenney Beauty and Salon offerings and they heard from associates who shared their personal stories of hair discrimination and their gratitude to the legislators for their leadership in ensuring every person can feel beautiful in their body.

Georgia State Senator Tonya Anderson, Texas State Representative Rhetta Bowers, Louisiana State Senator Regina Barrow and Louisiana State Representatives Candace Newell and Tammy Phelps had the opportunity to learn about the inclusive in-store and online beauty experiences that JCPenney offers that deliver on the CROWN Act’s commitment to ensuring protection against race-based hair discrimination. During her tour, Representative Bowers recounted learning to embrace her natural hair texture after the COVID-19 pandemic forced the closure of salons across North Texas and subsequently stopped her use of hair relaxers that straightened her naturally curly hair.

“Everyone has a story and deserves to be respected and accepted as their authentic selves in all environments, from the classroom to the boardroom,” she said.

In 2023, Representative Bowers led a bipartisan group of legislators to pass the Texas CROWN Act which prohibits race-based hair discrimination in employment, schools and housing. Senator Anderson is currently working to pass a similar measure through Georgia’s legislature. Louisiana’s legislature passed a similar bill in 2022.

How JCPenney Supports the CROWN Act

As an organization committed to serving America’s diverse working families, JCPenney Beauty and Salons are key drivers of our mission to serve our customers by creating inclusive shopping experiences that reflect their individual beauty wants and needs, no matter their age, gender, skin tone, hair texture, beauty regimen or budget. 

JCPenney Beauty features over 300 unique brands – many of which are BIPOC-founded and hadn’t received physical shelf space in retail stores before. Additionally, JCPenney remains uniquely positioned to bring customer-favorite, tried-and-true products and brands to our shelves and e-commerce experience, creating an incredibly well-rounded shopping experience with a wide range of products and price points for customers.

JCPenney Salon supports a culture of inclusion that allows our diverse team of stylist to provide a total beauty experience tailored to the needs of America’s families. Our Salon stylists are dedicated to creating personalized looks that enhance each customer’s unique beauty, from textured hair services like twists and locs to cuts, color services, grooming and styling.

By standing with communities and advocating for the CROWN Act, JCPenney reaffirms its commitment to inclusion and respect for personal expression and continues to work toward a more inclusive future for all.

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