
JCPenney is excited to announce a new collaboration with renowned celebrity hairstylist Larry Sims to introduce an exclusive salon experience, SimStyled, just in time for the holiday season. Starting November 18, select JCPenney Salons in Los Angeles and San Diego will offer this unique service, bringing iconic textured-hair styles worn by Gabrielle Union to families across America.
“JCPenney was a staple for my family’s fashion essentials growing up in Chicago, so partnering with them now feels like a natural fit,” said Larry Sims.
For years, consumers have brought photos of celebrity hairstyles to their stylists, only to find that recreating those looks can be difficult. With SimStyled, JCPenney is revolutionizing the beauty experience by having Larry Sims handpick his most iconic, high-fashion styles and training salon technicians to replicate them. This collaboration makes stunning, red-carpet-worthy hairstyles for textured hair accessible to all, empowering individuals to celebrate their unique beauty with confidence.
“Larry Sims is more than just a talented stylist—he represents the creativity and cultural connection that JCPenney is all about,” said Lisa Green, Vice President of Salon & Beauty at JCPenney. “This partnership underscores our commitment to delivering exceptional beauty experiences that help our customers express and celebrate their individual styles at an affordable price.”
Sims discovered his passion for hairstyling during his time as a backup dancer for Missy Elliot, where he started creating hairstyles for fellow dancers. After completing his training at Pivot Point International, his career skyrocketed as he created stunning looks for celebrities like Victoria Beckham and Gabrielle Union.
“I’m excited to bring the SimStyled method, using the Flawless by Gabrielle Union line, to JCPenney,” said Sims. “My goal is to make beautiful, accessible hairstyles for everyone.”
The SimStyled method is designed to create red carpet-worthy styles in under two hours, all at an affordable price. The service will feature eight unique textured-hair looks, using products from the Flawless by Gabrielle Union line, each personally curated by Larry Sims.
Styles, Pricing, and Product Details:
Styles & Pricing:
- She’s Wavy, Modern Marcel, Waving on the Red Carpet, Bodied My Chop – $78 & up
- Straight to the Point, Bold Bantus – $72 & up
- Fresh & Fierce, Illusion Diffusion – $42 & up
- Add-ons: SimStyled Cut – $30 & up, Mask Treatment – $24 & up
Key Products:
- Flawless by Gabrielle Union Hydrating Shampoo, Hydrating Cowash Cleansing Conditioner, 3 Minute Restoring Conditioner, 5 Butter Miracle Masque, Repairing Deep Conditioning Masque, Hydrating Curl Refresher Spray, Defining Curl Cream, Elongating Custard, Smoothing Blow-dry Cream, Shine Enhancing Heat Protectant Spray, Restoring Exotic Oil, Repairing Edge Control, and Styling Glaze.
For those who want to recreate their look at home, the Flawless by Gabrielle Union X JCP collection will be available in-store and online at jcpenney.com.
To book an appointment or learn more, visit www.jcpenney.com/m/simstyled-for-jcpenney or contact your local JCPenney Salon.
About JCPenney
JCPenney is a leading retailer committed to providing diverse, working families with accessible fashion, home, beauty, and personal services. With inclusivity at its core, JCPenney serves customers across the U.S. and Puerto Rico both in stores and online. Celebrating 120 years in 2022, the brand remains an American icon, offering customers style, quality, and value for every occasion.
About Larry Sims
Larry Sims is a renowned hairstylist celebrated for his innovative techniques and work with high-profile celebrities. His career, spanning over a decade, includes styling A-listers like Victoria Beckham and Gabrielle Union, and he is a passionate advocate for embracing natural beauty.