Regional department store Belk announced the launch of its first in-house beauty line, dubbed Belk Beauty, available online and in-store. The collection is inspired by the brand's southern roots, drawing inspiration from the styles of Atlanta, Charlotte, Charleston, Savannah, Dallas and Nashville. Belk Beauty debuts at a time when this retail segment is booming, in an attempt to reclaim beauty sales, which have been a department store mainstay for decades but have also been disrupted by specialty retailers. The assortment features lip, eye and face palettes and is priced between $10 to $22.

The private department store chain has 292 stores in 16 Southern states. Belk was originally founded in 1888. The Belk family sold the company for $3 billion to New York private equity firm Sycamore Partners in late 2015.

press release on Belk Beauty line