Hudson’s Bay is making its first foray into the beauty business. The Canadian department store chain has unveiled ‘Les Essentiels,’ a new beauty, skincare and makeup collection set to launch online at thebay.com and in stores this month. The cruelty-free series, which contains no parabens, sulfates or phthalates, spans everything from mascara and brow gel to face serum.

Hudson's Bay is launching its first private label skin and colour...

Hudson’s Bay is launching its first private label skin and colour collection, Les Essentiels. (Photo: © Hudson’s Bay)

For this debut line, Hudson’s Bay entrusted millennial beauty entrepreneur Brittny Robins through her new Beauty Architecture company, By Britt. Mrs Robins is known for having created trend-setting beauty brand, Flawless by Friday, first launched in Canada at Hudson’s Bay..

"The collection is specially-designed to bring together dynamic natural ingredients and functionality through an inclusive selection that will help Canadians feel their best and most confident selves," said Brittny Robins.’

Les Essentiels is launching with a face serum, primer, mascara, brow gel, color stick and lip serum. Eye masks, brushes and a durable beauty bag complete the collection.

Hudson’s Bay is the latest of several retailers to boost its beauty offerings — Primark launched a vegan cosmetics line in August, while Lululemon introduced skincare products in June. Target, Topshop and Urban Outfitters have also launched in-house beauty lines over the past few years.

"This first signature beauty line for Hudson’s Bay is an opportunity to not only offer our own point of view on simple yet sophisticated beauty essentials, but to also partner with and champion a Canadian talent like Brittny who has proven herself through her deep expertise and passion for the industry," added Catherine Kelly, VP, Cosmetics, Hudson’s Bay.

For this debut line, Hudson's Bay entrusted millennial beauty entrepreneur...

For this debut line, Hudson’s Bay entrusted millennial beauty entrepreneur Brittny Robins through her new Beauty Architecture company, By Britt. (Photo : © Hudson’s Bay)

The new line ranges in price from 35 to 60 Canadian dollars (about 26 to 45 US dollars).

With locations and an online shopping destination, Hudson’s Bay is Canada’s most prominent department store chain.