Belk Launches BeautySpace Shop-in-Shops Across Five Southeast Stores

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4.4.2026

Quick Facts

Belk launched BeautySpace shop-in-shops in five stores across North Carolina, South Carolina and Alabama in March 2026
The partnership includes plans to expand to an additional 100 Belk doors beyond the initial five locations
BeautySpace represents more than 125 beauty brands and operates on a margin structure with Belk as an intermediary

Belk launched BeautySpace shop-in-shops in five Southeast locations in late March 2026, marking the beauty platform’s strategic expansion into the region.

The partnership began at SouthPark Mall in Charlotte, North Carolina; Crabtree Valley Mall in Raleigh, North Carolina; Columbiana Mall in Columbia, South Carolina; Haywood Mall in Greenville, South Carolina; and The Summit in Birmingham, Alabama. Products are also available on Belk.com.

BeautySpace offers a curated mix of emerging and high-growth brands across skincare, haircare, body care and fragrance. In-store brands include Rose Inc., IGK, Oak Essentials, Algenist, Briogeo, Malin + Goetz, Floral Street and Patchology.

“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.”

The partnership represents BeautySpace’s fifth major retail relationship and second this year. The company already operates shop-in-shops at Walmart, Bloomingdale’s, Nordstrom, Nordstrom Rack and Macy’s.

BeautySpace operates on a margin structure with Belk, serving as an intermediary between brands and the retailer. The company represents more than 125 beauty brands and has over 900 points of distribution.

“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. “Partnering with Belk allows us to scale that vision and introduce our brand partners to new markets while delivering relevant newness to Belk customers.”

Belk operates nearly 300 locations across 16 Southeast states and generated $3.7 billion in annual revenue in 2024. The company’s online store produced $769 million in revenue in 2025.

The beauty sector is projected to grow at a compound annual growth rate of 5% from 2025 to 2030, according to TD Cowen. Prestige beauty retail sales grew 4% in 2025 to $36 billion, while mass market increased 5% to almost $73 billion, per Circana.

BeautySpace was acquired by The PCA Companies in 2024 and evolved from Space NK’s former U.S. business. The partnership signals a shift toward more networked beauty retail models where discovery, curation and distribution are increasingly unbundled.