Dollar General enters beauty category with own brand line

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Dollar General enters beauty category with own brand line

04/16/2019
Products will be sold at all 15,400 Dollar General stores.

Goodlettsville, Tenn.-based Dollar General is stepping into the multi-billion dollar beauty industry by introducing its own private brand line of beauty products called Believe Beauty.

Believe Beauty, which was developed through a partnership with Masea, a private cosmetics business, consists of 150 different makeup products ranging from foundation to various lip and eye products. Nothing is priced over $5.

Products will be sold at all 15,400 Dollar General stores.

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