The Professional Beauty Association has announced the first-ever presenting sponsor in the 37-year history of its North American Hairstyling Awards: JCPenney.
The partnership marks a milestone for NAHA, bringing together one of the beauty industry’s most prestigious professional competitions with one of the country’s most recognizable retail and salon brands. It’s also the first time NAHA has teamed up with a national consumer retailer.
JCPenney has acted as an event sponsor in the past, though not at the presenting level.
“This is about more than one awards night,” says Leslie Perry, CEO of the PBA, which produces the industry-leading awards program. “It’s about bringing a national platform and a household name to the artists who work behind the chair every day.”
JCPenney operates nearly 650 in-store salons across the U.S. and Puerto Rico and has a longstanding presence in professional beauty. The NAHA sponsorship represents the retailer’s second major nonprofit beauty collaboration, alongside its work with cancer support organization Look Good Feel Better.
In 2015, JCPenney Salons partnered with InStyle magazine to modernize the retailer’s in-store salons, rebranding them as The Salon by InStyle and featuring trending services and products.
As presenting sponsor of the May 2026 awards, JCPenney will be woven throughout the NAHA program and related initiatives, helping introduce finalists’ work and creative stories to a broader national audience.
“As one of the largest salon operators in the country, JCPenney Salons and our network of incredible stylists have a long history with PBA and NAHA,” says Lisa Green, Division Merchandise Manager for the retailer's Beauty & Salon division.
“We’re excited to officially partner with them to further amplify their efforts.”
Founded in 1989, NAHA honors artistry, innovation, and technical excellence across professional beauty. A NAHA win is widely considered a career-defining achievement for stylists, educators, and creative teams throughout North America.
According to Perry, the partnership with JCPenney is designed to support professionals at every career stage — from emerging talent to industry leaders — through expanded recognition, education, and opportunity.
“We exist to elevate and advocate for beauty professionals,” she says. “JCPenney’s legacy in salon services and its national reach align seamlessly with that mission.”
The 2026 North American Hairstyling Awards, presented by JCPenney, will take place May 31 in Orlando, FL during Premiere Orlando.
The event will honor 75 finalists and winners across 15 categories. New for 2026 is the International Collection category, joining Avant Garde, Barber, Editorial Stylist, Educator, Haircutting, Haircolor, Hairstylist, Makeup Artist, Inspiring Salon, Master Hairstylist, Student Hairstylist, Styling and Finishing, Team, and Texture.