04.01.23
Dollar General Corporation is betting big on budget beauty. The Goodlettsville, TN-based company, which operates more than 19,000 retail stores in the US and Mexico, is rolling out new store layouts in Dollar General that offer simpler, easy to navigate beauty and personal care aisles as well as an expanded collection of products across hair, skin and wellness.
Five Deep Breaths is a brand that will be stocked at Dollar General as it upgrades its beauty presence.
Internally branded as “Beauty Reinvention,” DG’s new layout will be installed in 300 stores this fiscal year. The new look includes beauty bars 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.
“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.”
The first updated locations opened in February.
Dollar General’s exclusive Believe Beauty Skin, which debuted in 2021, has also added three new products: Detoxifying Clay Mask, Reviving Eye Cream, and Vitamin C Brightening Serum.
In addition to these exclusive products, more than 1,000 supplementary beauty items are being added to DG’s Beauty Reinvention stores in 2023, the retailer said.
Dollar General earlier this year announced a new home fragrance brand created with Maesa.
The NYSE-listed company’s net sales in 2022 increased 10.6% over 2021. Sales in same-stores increased 4.3%, primarily due to an increase in average transaction amount. Average sales per square foot in 2022 were $273, including a $5 contribution from the 53rd week. In 2022, “same-stores” accounted for sales of $35.3 billion.
Five Deep Breaths is a brand that will be stocked at Dollar General as it upgrades its beauty presence.
“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.”
The first updated locations opened in February.
Exclusive Brands
In addition, Dollar General has also announced three new exclusive skin and hair product lines rolling onto shelves nationwide starting this month, including Joy Works skincare, Curl Rhythm hair care and Yes! Honey, a haircare line made by 95% made with with 95% naturally derived ingredients. All products are available for $6 or less.Dollar General’s exclusive Believe Beauty Skin, which debuted in 2021, has also added three new products: Detoxifying Clay Mask, Reviving Eye Cream, and Vitamin C Brightening Serum.
In addition to these exclusive products, more than 1,000 supplementary beauty items are being added to DG’s Beauty Reinvention stores in 2023, the retailer said.
Dollar General earlier this year announced a new home fragrance brand created with Maesa.
Dollar General Corporation
Dollar General Corporation was founded in 1939.As of March 3, 2023, Dollar General Corporation operated 19,147 Dollar General, DG Market, DGX and pOpshelf stores across the US and Mi Súper Dollar General stores in Mexico.
