Department store chain Belk launches own color cosmetics brand

By Deanna Utroske

- Last updated on GMT

image courtesy of Belk Beauty
image courtesy of Belk Beauty
Today the company announced its newest private-label brand, Belk Beauty. The product collection, as well as the department store itself, centers on a very Southern identity. Makeup from the new brand was inspired by regional cities such as, Atlanta, Charlotte, Charleston, Savannah, Dallas, and Nashville.

Belk stores already sell a full spectrum of cosmetics, fragrance, and personal care products. The department store carries brands like, MAC, Estée Lauder, Clarins, Urban Decay, Clinque, Bobbi Brown, and Laura Mercier.

Now shoppers have the option to buy the store’s own Southern-style color products too. “Belk Beauty is here to help every southern and sophisticated customer cultivate her perfect look,”​ says Christine Woodward, vice president and divisional merchandise manager of beauty and fragrances at Belk, in the company’s media release announcing the private-label brand.

“Our customer is always confident and never overdone, so we're proud to offer quality products to enhance her natural beauty,” ​adds Woodward.

Fits all

The new Belk Beauty brand was developed to be a sort of universal makeup collection. “Belk Beauty offers an array of products for women of any age and lifestyle, providing users with the opportunity to enhance their natural look or step outside of the box by trying the latest trends,” ​according to the media release.

The collection comprises products priced between $10 and $22: a 5-piece eyeliner set, 8-shade eyeshadow palettes, liquid lip and pencil sets, lip chubby sticks, lip gloss sets, 3-piece contour sticks, a highlighter and contour palette, a blush and bronze palette, and a 5-piece nail polish set.

And, ahead of holiday, Belk plans to launch a giftable beauty line with “festive packaging.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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