Belk Beauty channels southern charm in new collection

Belk is expanding its portfolio by introducing its first in-house beauty line, Belk Beauty
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The collection, which contains eye, lip and face palettes, is inspired by the brand’s southern roots and customers positive colorful outlooks, the company said.

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

Featured products in the line include:

• An eight-shade eye shadow palette with such names as sweet as sugar, in the nude and out of your league;


• Liquid lip and pencil sets, otherwise known as dynamic duos;


• Lipstick sets, titled the sophisticated pout;


• Lip cubby sticks, known as lippie looks;


• Shine on lip gloss sets;


• Three-piece contour sticks known as sleek and sculpted;


• The define and glow highlighter and contour palettes;


• Blush your heart blush and bronzer palette;


• A five-piece nail polish set known as polish me pretty; and


• The lined to perfection five-piece eyeliner set.

The brand's new collection specifically draws inspiration from such locations as Atlanta, Charlotte, Charleston, Savannah, Dallas and Nashville, the company said.

The products will be available for purchase year-round at prices ranging from $10 to $22 at Belk locations and online.