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Dive Brief:
Expanding its beauty offering, Belk has inked a partnership with BeautySpace, a company providing a curated selection of beauty products from top brands.
Through the partnership, BeautySpace opened shop-in-shop concepts within five Belk stores in Charlotte and Raleigh, North Carolina; Columbia and Greenville, South Carolina; and Birmingham, Alabama, according to a company press release.
BeautySpace will feature a variety of brands like Rose Inc., IGK, Oak Essentials, Algenist, Briogeo, Malin + Goetz, Floral Street and Patchology within its in-store concepts at Belk, with a wider assortment on the department store’s website.
Dive Insight:
BeautySpace is expanding its shop-in-shop concept within department stores through its partnership with Belk. The beauty company has existing partnerships with a number of retailers, including Nordstrom and Bloomingdale’s.
“BeautySpace was founded on the principle of bringing beauty discovery to consumers where, when and how they chose to shop,” Noah Rosenblatt, BeautySpace president, said in a statement. “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.”
The beauty market has outperformed much of the overall industry and is a driving force for growth. The beauty sector is projected to grow at a compound annual growth rate of 5% from 2025 to 2030, according to a TD Cowen report in 2025. By segment, prestige beauty retail dollar sales grew 4% in 2025 to $36 billion, while the mass market increased 5% to almost $73 billion, according to a Circana report.
The partnership between Belk and BeautySpace comes as retailers reevaluate their strategies within the beauty category.
“We’re committed to building partnerships that expand and elevate Belk’s beauty assortment,” MaryAnne Morin, president and chief merchandising officer at Belk, said in a statement. “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.”
Among retailers invested in beauty, Target is in the midst of a major overhaul of its beauty department, launching over 3,000 new products with 60 new brands this spring. The retailer is in the process of winding down its five-year collaboration with Ulta shop-in-shops.
And Walmart has built out its beauty offerings the past few years, launching a “Clean Beauty at Walmart” platform in 2023, an expanded premium assortment in 2024 and in-store beauty bars in 2025.
