Beauty / news brief
Shades By Shan Expands Inclusive Beauty Line to 600+ JCPenney Stores
Latina-founded cosmetics brand Shades By Shan is scaling nationwide, now available in over 600 JCPenney stores, while supporting single parents through its Mamaberries Foundation.
Shades By Shan, a purpose-driven beauty brand founded by Latina entrepreneurs, has grown from a basement startup in San Francisco to a national retail presence. The company is now carried in more than 600 JCPenney locations across the United States, all without external investment.
Founders Shan Berries and Erika Clark started the brand with $1,500 each, aiming to create high-performance cosmetics that prioritize inclusivity and undertone accuracy. Products are developed with manufacturers in Korea and Italy, offering prestige-quality formulas at accessible price points.
The brand’s mission extends beyond beauty. A portion of every purchase supports the Mamaberries Foundation, which provides assistance to single parents nationwide. Berries and Clark describe the initiative as “Makeup on a Mission,” emphasizing that beauty should create social impact.
Shades By Shan focuses on making Latina consumers feel seen and celebrated, reflecting the founders’ personal commitment to representation. The company continues to scale without outside investors, relying on retail partnerships and community engagement.