Better Natured Hair Color will arrive at its first brick-and-mortar locations in the U.S. when it joins the roster of curated brands sold at JCPenney Beauty. This addition will round out the current offering of Better Natured hair care and styling products already available at JC Penney stores.
Designed to be an inclusive beauty experience that celebrates diversity and caters to customer needs regardless of age, gender, race, skin tone, hair type, beauty regimen, or budget. This approach aligns with the Better Natured ethos that homogenous notions of beauty are boring, and everyone deserves to have professional-level fun with salonworthy results.
Better Natured will be the first at-home hair color offering at JCPenney Beauty, part of an assortment of professional-grade products that spans 170+ carefully selected brands to create a one-stop beauty destination. The hair color, which comes in a kit that includes all the necessary tools for DIY coloring (liqui-crème color, developer, shampoo, conditioner, gloves, barrier cream, wipes, and step-by-step instructions) will be available in 12 salon-quality shades and has a suggested retail price of $25.
Trained experts are on hand at JCPenney Beauty to help customers select the right Better Natured Hair Color shade and answer how-to questions. Perfect Corp. technology will also be available in-store, allowing customers to virtually “try on” hair color shades before buying.
Better Natured Liqui-Crème Hair Color has gained popularity for its highly naturally-derived* yet vibrant formula, with ingredients in each shade ranging between 87% – 92% naturally-derived*. Featuring Coconut Oil and a signature triple plant-milk blend of Tahitian Palm Milk, Coconut Milk and Orchid Milk, Better Natured Hair Color offers impeccable gray coverage and rich, dimensional color.
JCPenney Beauty is currently available at the following 10 store locations, with rollouts planned across the remaining stores in 2023:
- Davenport, FL
- Dearborn, MI
- Greenville, NC
- McAllen, TX
- Mesquite, TX
- Niles, OH
- Springfield, MO
- Saint Cloud, MN
- Trumbull, CT
- Whittier, CA
Better Natured Hair Color, along with the brand’s line of naturally-derived* hair care and styling products, is also available online at jcpenney.com and betternatured.com.
*Better Natured uses the Global ISO Standard 16128 which defines naturally-derived as a plant or mineral derived material and water which is found in nature and has undergone limited processing.
