Introducing Believe Beauty: A beauty line worth believing in

May 03, 2019

Believe offers a comprehensive line of premium quality beauty items priced at $5 or less!

For makeup aficionados, everyday beauty lovers, trendsetters and fans alike, Dollar General is thrilled to welcome Believe Beauty to more than 15,400 store shelves beginning on May 1! Believe offers a range of approximately 150 quality and affordable makeup and beauty products, all of which  are available exclusively at Dollar General.  Plus, every item in the Believe line is priced at $5 or less.
Discover an inclusive line of products in wearable shades and textures – like this color correcting concealer or dual ended contour stick – that can be perfect for all generations and skin tones. Skin Finish Foundation provides a semi-matte finish with medium to buildable coverage and is available in a number of complexion ranges.
“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.”
To further demonstrate Dollar General’s commitment to helping customers save money, customers can look for additional savings on the Believe line through Dollar General’s Digital Coupon program, which helps to provide customers with an easy-to-use platform and digital coupons.  Sign up today by clicking here, by visiting or accessing coupons on the Dollar General mobile app. Customers can load coupons to the account and redeem at check out during their next visit! 

Discover more of our favorite Believe Beauty products: 

Skin Finish Foundation - $5

Available in 12 shades, the Skin Finish Foundation provides medium to buildable coverage with a semi-matte finish. Available in the following shades (left to right): Linen, Porcelain, Delicate Ivory, Nude, Soft Beige, Warm Vanilla, Neutral Tan, Tawny, Sand, Hazelnut, Chestnut and Mocha.

Velvet Matte Liquid Lip - $4

The Velvet Matte Liquid Lip provides a saturated color with a soft matte finish and lightweight feel. Available in six shades like Honey Blush, Foxy (pictured), Haute Pink, Cherry on Top, Grenadine and Mischief. 

Dual Ended Contour Stick - $4.50

Sculpt and enhance your face in two easy steps with a creamy, blendable Dual Ended Contour Stick. Available in the following shades: Light, Medium and Deep (pictured)
Universal Brow Kit - $4.50

A brow kit that comes with buildable color in a universal shade that is perfect for any tone. Plus, the kit also includes a dual-ended applicator to fill in sparse or light brows.
Eyeshadow Palette - $5

Discover gorgeous eyeshadows in palettes that include matte, metallic and satin finish sahdes that range from muted to bold.  Available in the following shades: Nearly Nude (pictured), Plush Purple, Golden Disco and Into the Blue

About Dollar General Corporation 

Dollar General Corporation (NYSE: DG) is proud to serve as America’s neighborhood general store. Founded in 1939, Dollar General lives its mission of Serving Others every day by providing access to affordable products and services for its customers, career opportunities for its employees, and literacy and education support for its hometown communities. As of August 4, 2023, the company’s 19,488 Dollar General, DG Market, DGX and pOpshelf stores across the United States and Mi Súper Dollar General stores in Mexico provide everyday essentials including food, health and wellness products, cleaning and laundry supplies, self-care and beauty items, and seasonal décor from our high-quality private brands alongside many of the world’s most trusted brands such as Coca Cola, PepsiCo/Frito-Lay, General Mills, Hershey, J.M. Smucker, Kraft, Mars, Nestlé, Procter & Gamble and Unilever.  Learn more at

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