During the initial years of her career, Gabrielle Union struggled with hairstylists who didn’t know how to fix textured hair. This was a good enough reason for the actress to launch her new hair care line. Her struggles with hair loss during her IVF journey further steered her to start her own brand, Flawless, in association with her hairstylist and a household name in the beauty care industry, Larry Sims. Just four years after its relaunch in 2020, the brand is breaking new ground, right in time for the holidays.

To all the JCPenney goers, Union and Sims joined hands with the company to bring the dashing Hollywood-style Sims experience to customers. The reason for joining the American company was very simple: to make the brand accessible and available.

In conversation with PEOPLE magazine with the JCPenney Glendale Galleria at L. A, she shared, “When we were trying to narrow it down — we [first] narrowed it down to, what, 26 because we’ve done so many?”

“It’s literally been 20 years worth [of hairstyles]. And so we kind of had to figure out what are the most commented on and what [people] have most attempted to recreate [then] we had to work with the JCPenney team to come up with a variety of styles that meets all of our textured hair customers where they’re at without making them compromise,” Union told the magazine. 

As part of the new partnership, the brand brought the SimStyled salon experience to handpicked JCPenney Salons in the Los Angeles and San Diego areas. Customers will be able to flaunt some of the gorgeous hairdos that the Being Mary Jane actress has sported. 

They selected eight beautiful hairdos that can be done on textured hair in two hours or less. Moreover, the hairstylist himself trained the salon stylists who will be styling the hair for you. Furthermore, the hairstyling will be much more affordable, within $78. The two best friends follow the same ethics for the products of their brand as well.

Gabrielle Union relaunched Flawless

The brand was first launched in 2017. Although her name was attached to it, Union didn’t hold the majority stakes or rights. From marketing to pricing, the actress had little say in the brand’s direction. Feeling her voice was missing among the investors, she decided it was time for a major change.

In 2020, she teamed up with Sims and relaunched the brand. This time, she held majority stakes and introduced at least 10 new products with improved formulations. One of the goals that the company follows with its products is that these are affordable. Most products are available from $10 on Amazon. The hairstylist also played a pivotal role in developing and formulating the products. And as the year’s end approaches, the brand opts for an even newer and refreshing take.

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“That’s part of the partnership because growing up, JCPenney stores were everywhere and there were so many JCPenney Salons. So we were like, ‘Who might best utilize what we’re trying to bring?’ (they thought) JCPenney because they’re in every kind of community and they’re also some of the first stops for our people coming out of beauty school,” Union told PEOPLE magazine.

The duo currently has taken over at least 8 stores, but they are looking forward to expand the SimStyled salon experience to the rest of the 621 stores.