Power of Partnership: Nyakio Grieco and the Beauty of Inclusion

Nyakio Grieco has been a key part of JCPenney Beauty since its inception.

As the co-founder of thirteen lune and founder of her own line, Relevant: Your Skin Seen , she is a trailblazer in the beauty industry, creating space for Black-, Brown- and women-owned brands to shine.

Just last month in May 2023, we completed the final wave of the rollout of JCPenney Beauty to over 600 stores. To celebrate this milestone, I spoke with Nyakio about the beauty of inclusivity, the importance of creating space for diverse perspectives and her favorite JCPenney memory.

This is the first interview in my new series, the Power of Partnership.

Marc Rosen: I know from conversation that you grew up going to Penney’s. Tell me about your favorite JCPenney memory.

Nyakio Grieco: When I was in high school, I had a part-time job at the mall in my hometown in Oklahoma and my dad picked me up after work at the JCPenney entrance. I loved walking through the store and viewing all the departments and displays including beauty, clothes and accessories. It was a colorful and fitting end to each workday. I've also always been a fan of the JCPenney Salons since I was a kid.

MR: What was your motivation for founding Thirteen Lune and how did that lead to our partnership?

NG: Thirteen Lune is a celebration of the beauty community, uplifting Black and Brown brands while honoring and highlighting their individual stories. As a truly inclusive beauty retail platform, we not only invite guests to make their beauty shopping more meaningful, but also creates a space to celebrate the discovery of these incredible brands while helping to build generational wealth and economic equality.

For 120 years, JCPenney has existed to serve diverse working families. Within the first five minutes of speaking to the JCPenney team, we heard about their commitment to hyper-inclusivity and meeting the consumer where they are. These synergies with the Thirteen Lune ethos were of the utmost importance to our team when considering a partnership. JCPenney has long strived to represent the population of America, and we wanted to ensure that inclusion extended to pricing as well. While the look and feel of Thirteen Lune at JCPenney is elevated and premium, we have products that range from $10 to $1,000. There is something for everyone to discover, both in the beauty department and throughout the store.

MR: Tell us about the growth you’ve been able to achieve.

NG: Thirteen Lune launched in the summer of 2020, starting with just 13 brands and founders who, for far too long, had been neglected in terms of capital and retail partnerships. Thirteen Lune’s mission is to create a community to help BIPOC founders realize success more quickly, with amplified support, on a bigger stage. Through the partnership with JCPenney, consumers can discover more than 250 beauty brands both online and in over 600 stores nationwide. For many of the brands featured, this partnership offered the opportunity of shelf space for the first time ever in a national retailer, helping to give wider exposure to BIPOC-founded and ally brands to an entirely new audience. It is important to Thirteen Lune that consumers see themselves reflected in the shelf curation and receive the best service possible. This is why JCPenney’s thousands of beauty associates and stylists also received training on product knowledge and varying beauty needs to best serve all customers.

MR: What advice would you give to other brands who want to follow in your success?

NG: When pursuing your dreams, always come from a place of kindness in finding better ways to serve the collective. Any failure is just an opportunity to get up again and do it better. The problem-solving and resolve that comes out of failure is powerful. Always listen to your gut when making key decisions and hone the instinct of trusting yourself. Don’t be concerned with what other people think of you. Other people’s negative thoughts are none of your business or concern.

MR: Who do you look to for inspiration or mentorship?

NG: I’ve been surrounded by a lot of encouragement, and because I had a strong sense of community from family and friends, I felt empowered to navigate the next steps and keep going. I wasn’t afraid to fall down. I thought, ‘If this doesn’t work, I can always go back and do X, Y, Z.’ And knowing that always allowed me to move forward and not be in fear. I tell people that all the time: ‘Just go for it.’

Thirteen Lune and Relevant are available to shop at JCPenney stores across the country and online at jcpenney.com.

Learn more about JCPenney Beauty on the JCPenney Newsroom.

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