Belk

Eyes, lips, and cheeks—this one’s for you.

With so many beauty launches happening daily, new products don’t have that bright, shiny appeal they once did. (Except for you, Essie. We still anticipate every one of your polish drops like it’s Christmas morning.) Every so often though, we get word of a particularly exciting new launch that catches us off guard and gets our lashes fluttering. Yesterday’s announcement of Belk Beauty was one of them.

The Southern-based department store unveiled their new line of beauty essentials including lipsticks, glosses, shadows, liners, and nail polish with a launch both in-store and online. Products are priced from $10 to $22 and feature color palettes that the brand believes will appeal to a Southern woman’s desire to look put together, but without all the fuss.

“[We understand] that beauty is a form of self-expression,” Christine Woodward, Belk vice president and divisional manager of beauty and fragrances wrote in an email, “and that our southern customer is confident, but never overdone.”

The result? A range of 20 products with just the right amount of soul—and a price point that won’t leave our wallets reeling. From lip kits to a trio of contour sticks, the beauty industry’s biggest trends are represented, but this time the color options are certainly Mama approved.

One of the items we’re most excited about is the City Palette range, which pulls inspiration from six Southern cities we all know well: Atlanta, Charlotte, Charleston, Savannah, Dallas, and Nashville. Truth be told, what we love most about these cute and tidy little makeup books is that the Belk team doubled the size of the core shadows, which means you’re not going to run out of your favorite color before you make it through the others. Major win.

 

WATCH: Watch As Southern Kids Give Their Moms The Ultimate Makeover

 

If you love the collection as much as we do, don’t worry, you won’t have to wait too long for the next batch of goodies. Belk Beauty’s holiday capsule set will launch November 7. Think low price points ($10 - $50), giftable sets, and seasonal discounts all wrapped up in festive packaging. ‘Tis the season!