Why Dollar General ‘believes’ in private label beauty

Gina Acosta
Managing Editor
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Dollar General's new beauty line is now available at its 15,472 stores in 44 states.

Dollar General is daring makeup lovers who love a great product at a great value to not fall in love with its newest private brand: Believe Beauty.

The new own brand beauty line from the Goodlettsville, Tenn.-based discount retailer offers a range of approximately 150 quality and affordable makeup and beauty products, all of which are available exclusively at Dollar General. Plus, every item in the Believe line is priced at $5 or less.

“When developing the Believe brand, we were very thoughtful to ensure the line encompassed quality and affordability while providing customers with an exceptional, trend-forward and comprehensive cosmetic line,” said Jason Reiser, Dollar General’s executive vice president and chief merchandising officer, in a statement. “From the sleek, custom packaging to the high-quality products that the Believe line offers, we look forward to customers having a beauty line they can not only trust, but believe in.”

Dollar General's announcement is the fourth private label beauty launch by a retailer since March. Hudson Bay Company launched Fifth City, and Amazon debuted Belei, a skin care line. It offers 12 items priced from $9 to $40. Meanwhile QVC announced in April it would be debuting Carmindy Beauty in the fall.

It's no surprise that retailers are seizing the opportunity in private label beauty. According to market research firm Euromonitor International, the private label beauty segment grew by nearly 4% between 2013 and 2018.

Some of the products in the new Dollar General beauty line include:

Skin Finish Foundation — $5

Available in 12 shades, the Skin Finish Foundation provides medium to buildable coverage with a semi-matte finish. Available in the following shades: Linen, Porcelain, Delicate Ivory, Nude, Soft Beige, Warm Vanilla, Neutral Tan, Tawny, Sand, Hazelnut, Chestnut and Mocha.

Velvet Matte Liquid Lip — $4

The Velvet Matte Liquid Lip provides a saturated color with a soft matte finish and lightweight feel. Available in six shades: Honey Blush, Foxy, Haute Pink, Cherry on Top, Grenadine and Mischief.

Dual Ended Contour Stick — $4.50

Available in the following shades: Light, Medium and Deep (pictured).

Universal Brow Kit — $4.50

Kit comes with buildable color in a universal shade that is perfect for any tone. Plus, the kit also includes a dual-ended applicator to fill in sparse or light brows.

Eyeshadow Palette — $5

Palettes include matte, metallic and satin finish shades that range from muted to bold.  Available in the following shades: Nearly Nude, Plush Purple, Golden Disco and Into the Blue.

Dollar General operates 15,472 stores in 44 states.