US-based department store chain Belk has launched its debut own-brand beauty line (from US$10).
Inspired by its North Carolina roots, the range features products for lips, eyes and face, designed for women of any age or lifestyle.
This includes a liquid lipstick, lip gloss, blush and bronze palette, eye palettes and highlighter and contour palette, among others.
Christine Woodward, VP and Divisional Merchandise Manager of Beauty and Fragrances, said: “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.”
A number of the products also draw inspiration from cities in the heart of the American South, Atlanta, Charlotte, Charleston, Savannah, Dallas and Nashville.
The products are now available across every Belk store and online from belk.com.
