Belk Launches Brand New Private Beauty Line

Belk Beauty draws inspiration from southern heritage and colorful outlook

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Sep 26, 2018, 08:59 ET

CHARLOTTE, N.C., Sept. 26, 2018 /PRNewswire/ -- Today, Belk announced the launch of its first in-house beauty line, Belk Beauty. Now available online and in-store, Belk Beauty is inspired by the brand's southern roots and their customers' colorful outlook. The collection exclusively features trendy, high-quality lip, eye and face palettes at a value price point.

Now available online and in-store, Belk Beauty is inspired by the brand’s southern roots and their customers’ colorful outlook. From light, fresh colors to unique palette names, the line is filled with southern flair.

"Belk Beauty is here to help every southern and sophisticated customer cultivate her perfect look," said Christine Woodward, vice president and divisional merchandise manager of beauty and fragrances at Belk. "Our customer is always confident and never overdone, so we're proud to offer quality products to enhance her natural beauty."

The debut of Belk Beauty comes at a time when makeup is an integral form of self-expression and personal style. 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. Belk Beauty is the perfect complement to the retailer's dynamic private-label assortment, designed to take customers from a day at work to a night on the town. From light, fresh colors to unique palette names, the line is filled with southern flair. Products include:

8-Shade Eye Palettes (Sweet as Sugar, In the Nude, Out of your League)
Liquid Lip & Pencil Sets (Dynamic Duos)
Lipstick Set (The Sophisticated Pout)
Lip Cubby Sticks (Lippie Looks)
Lip Gloss Sets (Shine On)
3-Piece Contour Sticks (Sleek & Sculpted)
Highlighter & Contour Palette (Define & Glow)
Blush & Bronze Palette (Blush Your Heart)
5-Piece Nail Polish Set (Polish Me Pretty)
5-Piece Eyeliner Set (Lined to Perfection)

Belk Beauty sets itself apart from competing brands with a collection of city palettes reminiscent of six destinations across the brand's southern footprint. These eye and cheek palettes draw inspiration from the styles of Atlanta, Charlotte, Charleston, Savannah, Dallas and Nashville, and will be available in every Belk store.

Further differentiating itself, Belk Beauty will offer its 8-Shade Eye Palette, featuring two double-sized core shadows so users can rest easy knowing they won't run out of their favorite shades. Additionally, the Lip Kits give customers an opportunity to try five colors for the price of one.

Belk Beauty products will be available year-round at prices ranging from $10 to $22. Customers should also keep an eye out for Belk Beauty's holiday line, featuring festive packaging fit for gifting through the beginning of the year.

About Belk, Inc.
Belk, Inc., a private department store company based in Charlotte, N.C., is where Southern customers shop for their Saturday night outfit, the perfect Sunday dress, and where family and community matter most. But Belk is more than shopping – it's where you find your own unique way to express who you are. It's where Southern style lives. Shop Belk in 16 Southern states and on www.belk.com to find an assortment of national brands and private-label fashion, shoes and accessories for the entire family, along with top-name cosmetics, a wedding registry and Southern style for the home.

SOURCE Belk, Inc.