Dollar General Launches Private Label Cosmetics Line

Cyndi Loza
Managing Editor, Member Content, P2PI
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Dollar General has added a budget-friendly, premium-quality cosmetics line to its private label assortment.

Believe Beauty rolled out to stores May 1 comprising some 150 SKUs including foundation, blush, mascara, fake lashes, eyeshadow, makeup brushes, lip gloss and nail polish. Ranging from $2.50 to $5 in price, the line was co-developed by Maesa, the company behind Target’s Kristin Ess hair care line and Flower by Drew Barrymore cosmetics that first launched at Walmart.

In stores, Believe Beauty is stocked on a dedicated endcap employing a "Beauty My Way" message. A feature in the retailer's May 12 circular, a promotional page within, a website (, as well as dedicated Instagram, Facebook and YouTube accounts support. (The brand's YouTube channel has only one video post so far. See below.)  

A Dollar General spokesperson told P2PI the target audience for Believe Beauty is "anyone and everyone," underscoring that it is ideal for all generations and skin tones. "We always believed in the power of beauty for all — for all generations for all skin tones, and making it easily accessible," the retailer stated in a press kit sent to P2PI introducing the brand. "We imagined creating a makeup brand that offered everyone incredible product quality — amazingly bendable formulas, the purest pigments, silkiest powders, and a color palette from classic nudes to bright and bold. … That was the dream we started with and over the past two years the team behind Believe Beauty worked to make this a reality." 

When developing the Believe Beauty 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 an emailed statement to P2PI. “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.”

Believe Beauty products are predicted to bring in $40-$50 million in annual retail sales, reported digital publisher Global Cosmetics News while citing industry sources. 

Noting that company had great success with the launch of private label Studio Selection, chief executive officer Todd Vasos said during a 2018 fourth-quarter earnings call in March that the Believe Beauty line is just one part of the retailer's ongoing efforts to capture share in the health and beauty category. "From efforts focused on the growing bath and body segment to enhancing the shopping experience in this section of the store with more intuitive signing and product placement, we have a lot of opportunity to drive HBA [health and beauty aids] sales," Vasos said. 

NOTE: For more images of this launch at Dollar General, visit Path to Purchase Institute members have access to more than 2,000 images and 260 articles of marketing and merchandising activity at Dollar General, along with a full Retailer Profile outlining the chain’s operations and strategies.