New Bedford’s Kevin Rose will be the first to tell you that he never intended to be in the CBD industry, but life had other plans for him. Now his brand, Unplugged Essentials, is one of the select few you’ll find at JCPenney’s new shop-in-shop beauty experience.

As JCPenney’s partnership with Sephora winds down to its 2022 end, many people were left wondering what would fill the eventual store-in-store makeup void.

This month, in select JCPenney stores across the country, shoppers will be able to find a new store-in-store shopping experience that offers a wide variety of indie and inclusive beauty brands. It’s new partnership with e-retailer Thirteen Lune will bring its “hyper-inclusive” offerings to a handful of stores beginning October 10 with a goal of being in all 600 JCPenney locations by 2023.

The Thirteen Lune shop-in-shop at JCPenney will feature 45 brands, including 17 minority-owned indie brands that were curated by international B2B distributor The Landing. The list includes New Bedford-based Unplugged Essentials, an essential oil-infused, Epsom salt-based blend with water-soluble hemp bath soak business.

Courtesy Kevin Rose
Courtesy Kevin Rose

Rose grew up in New Bedford and after falling in love with float therapy at Boston's FLOAT in 2015, he knew he wanted to bring the flotation therapy to New Bedford. After enrolling in the E for All entrepreneurship program in 2016, Rose had the tools he needed to pursue his dream of opening a Float Center in New Bedford.

He had initially hoped to open a Float Center in New Bedford but after hitting a few barriers in securing the funding needed, Rose acted quickly and changed his course of action, creating a product that would let people take home and have the same experience he was hoping for. It was then that Unplugged Essentials was born.

"During the beginning of the pandemic, like most people, I realized what was most important to me. So much so, I went all in on Unplugged Essentials and started pitching my brand to anyone that would listen," Rose said. "Luckily I had the opportunity to work with The Landing and shortly thereafter we were picked up JCP."

Unplugged Essentials will be a bit of a drive from the SouthCoast to start, though, but not to worry – they can be ordered online.

"We are starting in 10 stores and online this season with the nationwide rollout to be completed by 2023. The nearest store is Trumbull, Connecticut, and this is just an amazing opportunity I am kind of shocked we received," Rose said. "To go from an idea in my head to here is wild to me, but at the same time, it is still just the beginning. I have big plans for Unplugged Essentials."

The JC Penney/Thirteen Lune shop-in-shop opening in Trumbull is slated for October 10.

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