Dollar General enters beauty category with own brand line

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.