The Professional Beauty Association (PBA) has announced a landmark partnership with JCPenney, naming the national retailer the first presenting sponsor in the 37-year history of the PBA North American Hairstyling Awards (NAHA). The 2026 PBA North American Hairstyling Awards, presented by JCPenney, will recognize the most outstanding talent in professional beauty across North America and around the world.
The announcement marks the first time NAHA has aligned with a national consumer brand at the presenting level, signaling a new era of visibility and investment in the professional beauty community. The partnership connects one of the country’s most recognizable retail and salon brands with one of the industry’s most respected professional competitions.
Founded in 1989 and produced by PBA, NAHA is widely regarded as the pinnacle of artistic achievement in professional beauty, honoring artistry, celebrating innovation, creative expression and technical excellence. A NAHA win is considered a career-defining achievement for stylists and creative teams across North America. JCPenney, which operates more than 600 in-store salons across the United States, has a long history of serving guests through accessible, professional beauty services and of investing in the careers of licensed beauty professionals.
By partnering with NAHA, JCPenney strengthens its commitment to the salon community and reinforces the vital role that hairdressers and makeup artists play in culture, commerce, and everyday life.
“We are honored to be named the first presenting sponsor of NAHA,” said Lisa Green, Vice President, Division Merchandise Manager, JCPenney Beauty & Salon. “As one of the largest salon operators in the country, JCPenney Salons and our network of incredible stylists have a longstanding relationship with PBA and NAHA, and we’re excited to officially partner with them to further amplify their efforts to recognize the most talented individuals in the industry.”
“We exist to elevate and advocate for beauty professionals, and JCPenney’s legacy as a trusted national retailer with a deep footprint in salon services aligns perfectly with that mission,” said Leslie Perry, Chief Executive Officer of the Professional Beauty Association. “We could not have asked for a better partner to help us shine an even brighter spotlight on the artists and innovators who define professional beauty in North America.”
Perry added that the collaboration is designed to benefit beauty professionals at all stages of their careers, from emerging stylists to established creative leaders. “This is about more than one awards night,” Perry said. “It’s about bringing a national platform and a household name to the artists who work behind the chair every day. Together with JCPenney, we are investing in education, recognition, and new opportunities for the professionals who keep this industry moving forward.”
The 2026 North American Hairstyling Awards, presented by JCPenney, will take place on Sunday, May 31 in Orlando, FL, alongside Premiere Orlando. The event will feature finalists and winners across 15 professional categories, with 75 total finalists, including Haircolor, Hairstylist of the Year, Makeup Artist of the Year, Editorial Stylist of the Year, and more. As presenting sponsor, JCPenney will be integrated throughout the program and related initiatives, helping to introduce NAHA talent and stories to a broader national audience.