News release

JLL, Sally Beauty Holdings create Happy Beauty Co.

Ten new affordable, high-quality beauty stores open this summer in Dallas-Fort Worth and Phoenix

August 14, 2023

Jessica Wozniak

Agency Leasing and Markets PR
+1 312 523 9994

NORTH TEXAS, Aug. 14, 2023 – JLL Design Solutions, a full-service design consultancy backed by global experts in real estate and design, has partnered with Sally Beauty Holdings to introduce Happy Beauty Co., a new retail concept focused on delivering high-quality beauty products at unbeatable prices. This summer, Happy Beauty Co.'s inaugural ten stores will officially open in the Dallas and Phoenix markets.

In collaboration with Happy Beauty Co., JLL Design Solutions spearheaded the brand strategy, identity assets, store design, and marketing activation for the new retail concept.

"We are thrilled to partner with JLL Design Solutions to bring our vision of affordable beauty to life,” said Bryan DeYoung, Group Vice President, Sally Beauty Holdings & Executive Sponsor of Happy Beauty Co. “Their expertise has helped us create a truly immersive and captivating shopping experience. Together, we are meeting the needs of budget-conscious beauty shoppers without compromising on quality or selection.”

In contrast to today's dominant e-commerce culture, Happy Beauty Co. has chosen to launch as an exclusive brick-and-mortar destination. Featuring multi-directional aisles, captivating focal points, and a central cash wrap as the heart of the space, JLL Design Solutions developed a vibrant and spacious store layout that caters to consumers' desire for a fresh and distinctive beauty shopping experience. Additionally, the store features an engaging product sample area at the entrance and a dynamic photo room at the back, promoting authentic interactions between customers and the brand while encouraging product trials.

To make the sampling offer more exciting and on brand, every location will feature a Bonus Bliss Machine in lieu of a traditional free sample program. For every $25 spent pre-tax, customers receive a “Bonus Bliss”, which is a token for the store’s vending machine that can be redeemed for a free deluxe sample.

JLL Design Solutions' contributions extend beyond store design, as they also led the development and management of Happy Beauty Co.'s launch efforts and year-one marketing plan. The team orchestrated a budget-friendly, buzz-worthy campaign that introduces the brand to the world. The ongoing campaign incorporates engaging paid media across platforms with a strong initial push to drive shoppers to each location’s two-day grand opening event, the HBCO Beauty Bash. In addition to paid media, a packed social media content calendar floods feeds with dynamic posts, included user-generated content from influencers local to each location’s market.

"In a rapidly evolving world, we recognize the need for a human-centric, sustainable approach to work and retail. From the marketplace to the workplace, our goal is to create transformative human experiences that deliver substantial value and growth to our clients' businesses" said Stephen Jay, JLL Design Solutions Lead.

The launch of Happy Beauty Co. coincides with the rising demand for affordable beauty options, with 31% of global consumers expressing their intent to increase visits to discount stores in 2023. With over 7,000 new products sourced from 80 global brands, Happy Beauty Co. provides customers with an exceptional shopping experience, with thousands of items $9.99 and under. The extensive product range spans across makeup, skincare, fragrance, bath and body, nails, hair, and more, empowering customers to explore and express themselves without straining their wallets.

About JLL

For over 200 years, JLL (NYSE: JLL), a leading global commercial real estate and investment management company, has helped clients buy, build, occupy, manage and invest in a variety of commercial, industrial, hotel, residential and retail properties. A Fortune 500® company with annual revenue of $20.8 billion and operations in over 80 countries around the world, our more than 106,000 employees bring the power of a global platform combined with local expertise. Driven by our purpose to shape the future of real estate for a better world, we help our clients, people and communities SEE A BRIGHTER WAYSM. JLL is the brand name, and a registered trademark, of Jones Lang LaSalle Incorporated. For further information, visit