Belk Teams Up with BEAUTYSPACE for Multi-Store Expansion
HEALTH & BEAUTY
BEAUTYSPACE x Belk.
BEAUTYSPACE, the retail destination known for its curated assortment of prestige and emerging beauty brands, announced a strategic partnership with Belk to expand its brick-and-mortar presence. Through this collaboration, Belk will launch BEAUTYSPACE in five store locations, bringing beauty brand discovery to a broader audience.
The new BEAUTYSPACE locations will open in stores across the Southeast: SouthPark Mall in Charlotte, N.C., Crabtree Valley Mall in Raleigh, N.C., Columbiana Mall in Columbia, S.C., Haywood Mall in Greenville, S.C., and The Summit in Birmingham, Ala. The partnership also extends to Belk.com, where customers can access an even broader product assortment.
Growth Strategy
This partnership represents a pivotal growth milestone for BEAUTYSPACE, aligning its contemporary, discovery-driven retail model with Belk's established regional footprint and loyal customer base. Together, the two retailers aim to redefine the in-store beauty experience by combining BEAUTYSPACE's curated variety of brands with Belk's easy-to-shop store environment.
"BEAUTYSPACE was founded on the principle of bringing beauty discovery to consumers where, when and how they chose to shop," said Noah Rosenblatt, President of BEAUTYSPACE. "We understand that consumers are seeking more intentionality of their product curation for their beauty routine. Partnering with Belk allows us to scale that vision and introduce our brand partners to new markets while delivering relevant newness to Belk customers."
Shop-in-Shop Concept
Through the rollout, BEAUTYSPACE will introduce a dedicated shop-in-shop concept that features a carefully curated mix of emerging, founder-led and high-growth brands across skincare, haircare, body care and fragrance. The assortments will prioritize product efficacy, inclusivity and storytelling, while aligning with the Belk customer.
In-store brands include Rose Inc., IGK, Oak Essentials, Algenist, Briogeo, Malin + Goetz, Floral Street, Patchology and more, with an even broader assortment available online.
Belk's Beauty Investment
The collaboration underscores Belk's continued investment in its beauty offerings and provides discovery-focused retail experiences to its customers.
"We're committed to building partnerships that expand and elevate Belk's beauty assortment," said MaryAnne Morin, President and Chief Merchandising Officer at Belk. "Through our collaboration with BEAUTYSPACE, we're enhancing the in-store beauty experience and giving customers an even more engaging way to discover new brands."
BEAUTYSPACE launched in Belk stores and on Belk.com in late March.
Retail Partnership
BEAUTYSPACE is redefining the future of beauty retail and distribution. From high-performance skincare and makeup-artist favorites to indulgent bath, body, and home fragrance products, the company brings together both the classic and the cutting-edge in one compelling curation. The company's vision is to connect the world's best retailers and iconic brands to consumers, meeting them where and how they want to shop.
Charlotte-based Belk opened its first store in 1888, beginning a legacy of selling great products at great prices, treating customers like family and giving back to the community. Today, Belk serves customers at nearly 300 Belk, Belk Outlet, and Belk Market locations across 16 Southeastern states and digitally through belk.com and the Belk mobile app.
For over 135 years, Belk has proudly put customers and community at the center of what they do, supporting local charities, organizations and families when they need it most. The partnership enables both companies to reach new customers while delivering enhanced shopping experiences across physical and digital channels.