What's Happening?
The Professional Beauty Association (PBA) has announced a significant partnership with JCPenney, marking the retailer as the first presenting sponsor in the 37-year history of the PBA North American Hairstyling Awards (NAHA). The 2026 NAHA, presented by JCPenney, will celebrate exceptional talent in the professional beauty industry across North America and globally. Established in 1989, NAHA is recognized as a premier event in professional beauty, celebrating artistry, innovation, and technical excellence. Leslie Perry, CEO of PBA, emphasized the alignment of JCPenney's legacy in salon services with PBA's mission to elevate beauty professionals. Lisa Green, Vice President of JCPenney Beauty & Salon, expressed excitement about the partnership,
highlighting JCPenney's longstanding relationship with PBA and NAHA. The 2026 awards will occur on May 31 in Orlando, FL, featuring finalists and winners in 15 categories, including Haircolor and Hairstylist of the Year.
Why It's Important?
This partnership between JCPenney and PBA signifies a new level of visibility and investment in the professional beauty community. By aligning with a national consumer brand, NAHA gains a broader platform to showcase the talents of stylists and creative teams, potentially attracting more attention and resources to the industry. For JCPenney, this sponsorship reinforces its commitment to the salon community and highlights the importance of hairdressers and makeup artists in culture and commerce. The collaboration could lead to increased recognition and opportunities for beauty professionals, enhancing their role in the industry and society.
What's Next?
The 2026 North American Hairstyling Awards will take place on May 31 in Orlando, FL, alongside Premiere Orlando. As the presenting sponsor, JCPenney will be integrated throughout the program and related initiatives, helping to introduce NAHA talent and stories to a broader national audience. This partnership may inspire other national brands to engage with professional beauty events, potentially leading to more sponsorships and collaborations that could further elevate the industry.
