Exemplary embodiments of a lighting apparatus and system for cosmetic displays is provided. For example, a display shelf is provided including a support structure having a bottom wall and a side wall, an elongated power track having a length approximately a same length as the side wall, the elongated power track configured to be slidably received within the side wall of the support structure, and a power conductor rail provided in the elongated power track extending along the length of the power track configured to provide power to a modular housing. The modular housing includes a plunge contact that connects to the elongated power track to provide power to lighting within the modular housing.