Dollar General has a ‘beautiful’ private brand

Goodlettsville, Tenn.-based Dollar General’s private label beauty line has made quite the impression on younger generations.

According to CNN Business, social media beauty bloggers have taken products from the company’s Believe Beauty private label line and used them to create “beauty looks” for those on a budget.  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.

Dollar General executives say they developed the brand to bolster the company's hold on existing customers and improve its thin profit margins. Dollar General says it also hopes to draw Millennials with the brand, according to CNN Business. Millennials probably won't post online about snacks or a new mop they bought at Dollar General, but they have been showing off their new makeup online, the retailer says.

To read the CNN Business Article, click here.