Bethany Biron/Business Insider
Believe Beauty at Dollar General.
- As the beauty market grows, retailers from Dollar General to Hudson's Bay are developing their own private-label brands in an effort to compete with drugstore brands featured at stores like CVS.
- These new beauty collections help traditional retailers stay competitive amid shifting consumer demand and rising competition from trendy direct-to-consumer brands like Glossier.
- We shopped the beauty counters at Dollar General and CVS to see how they compared and found Dollar General to be the surprising winner.
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As the beauty industry continues to grow, everybody from Lady Gaga to Dollar General wants a piece of the private-label cosmetics pie.
In April, Dollar General launched its first private-label cosmetics line, Believe Beauty, in an effort to capitalize on the beauty boom. The 140-piece collection was developed in partnership with Masea, the same company that worked with Target on its Kristin Ess hair care collection and with Walmart on the Flower by Drew Barrymore line, according to Drug Store News.
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The debut of Believe Beauty reflects Dollar General's overall growth and willingness to experiment, taking a cue from retailers like Amazon, Hudson's Bay, and QVC, who have all forayed into the private-label beauty category.
Meanwhile, CVS has long offered a vast assortment of beauty products from an array of brands and at various price points. However, as the cosmetics market grows - thanks in part to the rise of direct-to-consumer companies like Glossier and the proliferation of trends like K-beauty in the US - drugstores are struggling to stay competitive in beauty.
We shopped at Dollar General and CVS stores in New York City and saw that while Dollar General needs to keep up with the demand for Believe Beauty, it's finding its place in the bargain beauty space: