Behind the Brand

5 Things You Need to Know about Belk Beauty

“I believe all women are pretty without makeup, but with the right makeup they can be pretty powerful.” Bobbi Brown

You love reasonably priced, high-quality products, right? Who doesn’t? As a response to increased growth in the beauty industry, we embarked on a journey to bring you the beauty of Belk. Inspired by our Southern roots, defined by our colorful outlook, Belk Beauty is here to help every southern, sophisticated woman cultivate her perfect look.

“My favorite thing about creating a private label beauty line is curating it from start to finish,” said Brooke Russell, Buyer – Specialty Beauty. “It’s been fun getting to know our customer and getting to create this beautiful assortment.” So, what can you expect from Belk’s new beauty line?

Fast Facts

  1. Belk Beauty is catered to you – the confident, Southern customer. Our products will quickly make-up your beauty bag.
    • “The most unique thing about Belk Beauty is the southern flair,” said Shannon Cole, Buyer – Beauty Trend. “Sweet a Sugar, Blush Your Heart. You can’t find that anywhere else.”
  2. Belk Beauty is wallet-friendly
    • After identifying a void on our current Beauty floor, we set out to develop a line to catch your eye – filled with value and versatility. We’re proud to offer products, ranging from $10 - $22, that allow you to create a variety of looks. 
  3. Belk Beauty offers a lot of bang for your buck.
    • We partnered with a manufacturer who develops popular, well-respected brands in the beauty market, so we know we’re getting high-quality product and our lip sets can take you from day with a nice sheer gloss, to night with an elevated liquid lip. The lasting quality is seen across Belk Beauty.
  4. Belk Beauty has the hue for you.
    • Our city palettes, a hero item, are eye and cheek palettes that speak to customers in key markets across our 16-state footprint. Get your casual look for Charlotte, or a bolder, brighter cheek for Dallas.  
      • Atlanta, Charleston, Charlotte, Dallas, Nashville and Savannah
  5.  Belk Beauty will be found in stores year-round. 
    • While competitors’ private beauty brands surface over the holidays, you’ll enjoy tried, true and new Belk Beauty products year-round.


Our and all-store launch offer a beauty before and after that’s sure to impress.Help us give a warm welcome to our latest brand!