Dollar General Tops Store Brands 2021 Editors’ Pick List

Aug 27, 2021

Clean, Cruelty-Free Haircare Line, Root to End, Named a Top Health & Beauty Care Product

Earlier this year, Dollar General debuted a new, cruelty-free, vegan private-label haircare line called Root to End, offering a selection of clean, affordable products for only $5 each. The new line was recently named a winner in the Health and Beauty Care 2021 Editors’ Pick List by Store Brands, receiving Gold recognition for the category.
Root to End features ten haircare products and was developed for the customer who prioritizes affordable but high-quality products with results. Free of harsh ingredients like SLS/SLES, parabens, phthalates and mineral oil, the clean formula includes a proprietary Strand Reviving Complex, a one-step blend containing 11 amino acids to help retain moisture in hair while conditioning and nourishing all hair types. Root to End also offers elevated fragrances and high-performance formulas that help deliver results, including hair that feels silky and smooth.
Root to End is comprised of Volumizing Shampoo and Conditioner, Replenishing Shampoo and Condition, 2-in-1 Conditioning Shampoo, Bolder Blonde Purple Shampoo, Scalp Exfoliating Treatment, Styling Curl Defining Cream, Xtra Hold Hair Spray and Dry Shampoo. The products are available at the more than 17,400 Dollar General stores across 46 states with select products also available for purchase online at
Store Brands’ annual competition seeks out the best new food, beverage and non-food products of the year with a panel of editors culling through hundreds of product entries to select and recognize gold, silver and bronze winners in 22 categories. Non-food entries are assessed on their functionality / usefulness, innovation, on-trend impact and appealing presentation. View the complete list of Editors Picks Awards online at