Macy’s beauty offering now includes Jennifer Lopez’s JLo Beauty.

“I’m so excited that JLo Beauty will likely be available at Macy’s,” Lopez said in a press release. “JLo Beauty empowers women with transformative, clinically proven formulas that deliver an inner and outer glow at any age. Macy’s — with its wide and diverse reach — is a super partner for us in our quest to bring more people our high performance skincare and body products, proving beauty has no expiration date.”

Launched in 2021, Lopez unleashes the “secret” to her glow for all ages with JLo Beauty. Her first eight releases were two moisturizers, a cleanser, face mask, eye cream, two serums and dietary supplements formulated with ingredients like squalane, fermented oil, extra virgin olive oil and leaf extract. At Macy’s the assortment of 26 products includes “fan favorites,” in line with the corporate, including the glow serum and booty balm. Prices range from $15 to $105.

“We track and use our data science and our customer feedback on what they’re in search of in our assortments here. And it was one among those things that we just knew, from the shopper feedback and what we were seeing from them, that we wanted to have [JLo Beauty] come into our assortment. And so, from there we began the conversations with the JLo Beauty team,” said Nicolette Bosco, vp of beauty at Macy’s.

The department store utilizes its in-house MPL scores, she said, in addition to platforms Circana and NPD to raised understand shoppers.

“After which obviously we have now an incredible group of beauty advisers,” she went on. “And out in our stores, as I travel the stores consistently across the U.S., I all the time am asking them, ‘What’s on the market? What do you’re thinking that you’d like to see? What are the consumers asking, and what would they like to see?’”

The Macy’s beauty buyer is in search of “great product at a fantastic value,” she said of learnings. “They’re inspired by the several trends they see on the market socially — obviously within the popular culture world, after which relating that back to how they’ll access and get that piece of name or lifestyle for them.”

Brands found on the Macy’s beauty counter include Kylie Cosmetics by Kylie Jenner and Pattern Beauty by Tracee Ellis Ross. With JLo Beauty, Macy’s is leaning into skin and body care — by a Hollywood face. The Macy’s beauty selection rages from Chanel, Dior and Gucci to MAC Cosmetics, Too Faced and Urban Decay.

Shoppers can find goods at Macy’s stores — including the brand new, off-mall “small-format” shops that opened this yr — site and app.

“We’re really taking a look at the several channels as a technique to be certain that we’re where our shopper and our consumer wants and is,” said Bosco. “And the way they need to shop each day, day in and time out, we wish to ensure that we’re bringing one of the best experience for them.”

Through its “Mission Every One” initiative, Macy’s plans to “direct $5 billion” of spend by 2025 “into our people, our partners, our products, programs and really wanting to be certain that we’re having a more equitable and sustainable future and product assortment and really more empowered voice within the retail marketplace for our consumers,” she added.

And as retail enters fall, the main target is on holiday.

“We’ve got JLo Beauty in our gifting and our holiday setups,” said Bosco. Macy’s can have a recent exclusive set from JLo Beauty in the approaching months.

“We’re so excited for holiday at Macy’s,” she went on. “I probably live in holiday all yr long. But we actually shine in the course of the holidays, and I feel beauty, we actually take that step to be certain that we’re bringing that whimsy and gifting and just type of the spirit of the vacations and the enjoyment that it brings to our consumers. So this yr, I’m really excited that we have now a extremely amazing curated assortment of gifts.”