Today, Belk announced the launch of its first in-house beauty line, Belk Beauty. The collection features lip, eye and face palettes at a value price point. 

Belk Beauty is inspired by the brand’s southern roots, the company says — and the “colorful look” of its customers.

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

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.

The collection includes 8-Shade Eye Palettes, which feature two double-sized core shadows so users won’t run out of their favorite shades. There are also Lip Kits, which give customers an opportunity to try five colors for the price of one.

Other products are Liquid Lip & Pencil Sets; a Lipstick Set; Lip Cubby Sticks; Lip Gloss Sets; 3-Piece Contour Sticks; a Highlighter & Contour Palette; a Blush & Bronze Palette; a 5-Piece Nail Polish Set; and a 5-Piece Eyeliner Set.

Belk Beuty is available online and in stores, at prices ranging from $10 to $22. This holiday season, the collection will feature festive packaging, perfect for gifting.