Dollar General Elevates New Private Label Skin Care

Cyndi Loza
Managing Editor, Member Content, P2PI
Cyndi Loza profile picture
a bunch of items that are on a desk

Dollar General is shining a spotlight on private label Believe Beauty's new skin care line extension.

Believe Beauty "Skin" SKUs began rolling out to the dollar store chain's 17,400-plus stores late last month. The line encompasses 11 products — including cleaning wipes, daily gel cleanser, facial moisturizer, exfoliating pads, and facial roller — each priced at $5 or less. 

In stores, shelf strips position the line as "premium quality, solution-driven skincare" and highlight the SKUs' clean and cruelty-free attributes such as being formulated without parabens, phthalates, mineral oil and animal testing. The strips also serve to organize the SKUs by purpose: indulge, treat, moisturize, exfoliate and cleanse. A promotional page for Believe Beauty within supports. (The skin care line is currently only available in stores, according to Dollar General's website.) 

“Following our customers’ positive reception of our Believe Beauty brand that first launched in 2019, we are excited to introduce new skincare products that encompass both the quality and affordability customers trust from Believe,” said Amanda Wilson, Dollar General’s senior buyer of beauty care, in a July 21 blog post on the retailer's "DG Story" blog. “Our clean, on-trend packaging coupled with a line of high-quality products help bring customers a skin care line they can believe in.” 

Believe Beauty's line extension also comes a few months after the launch of private label, clean hair care line Root to End.

Elsewhere in stores, Dollar General and PepsiCo are promising shoppers $2 off the purchase of one Pepsi-Cola product and one Frito-Lay SKU via a digital coupon valid Aug. 15 through Sept. 19. An endcap outfitted with signage in stores plugs the offer while activating PepsiCo's National Football League sponsorship. The retailer and manufacturer usually team up for a similar offer annually ahead of the Super Bowl. 

Related Content