Dollar General debuts private label beauty line Believe Beauty

Dollar General debuts private label beauty line Believe Beauty

US retailer Dollar General has unveiled its latest venture into the cosmetics world with its new private label make-up range, Believe Beauty, according to a report by WWD.com

The range is made up of 150 make-up products including foundation and items for lips and eyes, and is targeted at the mass market consumer with the whole range being under $5.

Co-developed by Maesa, the range will be rolled out to the company’s 15,400 stores as well as it’s online site on 1st May.

The products are predicted to bring in between $40-$50 million in annual retail sales, according to industry sources.

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