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Dollar General Introduces Makeup Line

Believe Beauty products priced at $5 or less sold exclusively at the chain
Photographs courtesy of Dollar General

GOODLETTSVILLE, Tenn. —Dollar General recently added a line of makeup products priced at $5 or less to more than 15,400 of its discount stores.

Believe Beauty is a line of about 150 makeup and beauty products that are available exclusively at Dollar General. The products appeal to all generations and skin tones, according to the company.

“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. “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.”

Products include skin finish foundation ($5), velvet matte liquid lip ($4) and dual-ended contour stick ($4.50).  

7-Eleven launched a line of cosmetics called Simply Me Beauty in 2017. The products are available exclusively at the convenience store and are priced between $3 and $5.

Dollar stores have been making inroads into tobacco, immediate consumption, foodservice and lottery, making them a potential threat to convenience stores. In 2016, Dollar General introduced its DGX concept, new stores that “serve busy, metropolitan shoppers with everyday low prices on the essentials they need in a convenient, easy-to-shop format,” the company when the concept was unveiled. The company has 10 DGX locations planned for 2019.

Goodlettsville, Tenn.-based Dollar General operates approximately 15,600 stores in 44 states.

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