Dollar General is Expanding its Beauty Set in Select Stores This Spring

Mar 29, 2023

Retailer debuts new beauty-focused layout with more than 1,000 added beauty, skin and hair care offerings

Beauty Reinvention

Dollar General (NYSE: DG) is rolling out new store layouts that reimagine the beauty, skin and hair care shopping experience for its customers. Internally branded as Beauty Reinvention, DG’s new layout brings simpler, easy to navigate beauty and personal care aisles to approximately 300 stores this fiscal year.
“We have been purposeful in our expansion, balancing new, fresh and trendy items with value,” said Amanda Wilson, senior beauty buyer at Dollar General. “Beauty Reinvention creates a beauty destination at DG.”
Dollar General’s first Beauty Reinvention stores launched in February 2023 and include beauty bars to give customers a ‘treasure hunt’ experience with face masks, hair treatments, nail polish, lip gloss, bath bombs and more. Other format enhancements include increasing the skincare section by 50% and soap and shower offerings by 30%, an expanded and cohesive hair care and color section that includes new textured hair products, and an overall increase in square footage dedicated to the beauty category.
“At DG, we are always listening to our customers, and in response we are investing in and expanding our beauty, skin and hair care offerings to meet their needs,” said Wilson. “Springtime marks an important moment to reset and refresh your self-care routine. We are excited to welcome new products that encompass the quality, performance and affordability that is expected from our brands and hope our shoppers enjoy the new experience.”
To reinforce DG’s dedication to bringing customers clean beauty, skin and hair care products that are accessible, affordable and on-trend, Dollar General has also announced three new exclusive skin and hair product lines rolling onto shelves nationwide starting this month, including Joy Works, Curl Rhythm and yes! honey. All products are available for $6 or less and are derived from quality ingredients and are cruelty-free.
New Exclusive Product Lines Include: 
Dollar General’s exclusive Believe Beauty Skin, which debuted in 2021, has also added three new products including Detoxifying Clay Mask, Reviving Eye Cream, and Vitamin C Brightening Serum. Believe Beauty Skin offers a refreshing selection of dermatologist-tested products for each stage of skincare, for normal, dry and oily skin types. The products are free of parabens, phthalates, mineral oil, petroleum, triclosan and are vegan and cruelty-free with no animal testing.
In addition to these exclusive products, more than 1,000 supplementary beauty items are being added to DG’s Beauty Reinvention stores in 2023.
More information including product availability is available online at