I tried Dollar General's private-label makeup line where everything costs $5 or less and found it was almost as good as Sephora
Bethany Biron/Business Insider
- Dollar General debuted its private-label cosmetics collection, Believe Beauty, in May. The eight-piece line includes lipsticks, eyebrow shaping tools, and an eyeshadow palette, among other items.
- Beyond Beauty has caught the attention of several beauty vloggers who have sung the praises of the collection as a low-priced alternative that doesn't skimp on quality.
- I tried Beyond Beauty and was pleasantly surprised. Everything from the packaging to the actual formulas was impressive and felt like something I could find at Sephora.
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Dollar General is looking to give Sephora a run for its money.
Earlier this year, the discount retailer launched Believe Beauty, a private-label beauty collection consisting of products like shimmery eyeshadow palettes and matte lipsticks that come in a variety of shades. Each item in the eight-piece line costs $5 or less, establishing itself as a cheaper alternative to major drugstore brands like Revlon, Maybelline, and Lancome.
Despite its low cost, the collection is especially impressive because it doesn't look cheap, nor do most of the products feel like you're skimping on quality when you use them. The sophistication of Believe Beauty - from the chic black and gold packaging, to the formulas themselves - is largely thanks to help from Masea, the cosmetics company that helped develop products for Target's Kristin Ess haircare items and Walmart's Flower by Drew Barrymore cosmetics line.
Since Believe Beauty hit the racks, beauty vloggers and influencers have flocked to the line, sharing videos of themselves rocking full faces of Dollar General product.
"Don't underestimate Dollar General," YouTube star Juicy Jas said in a video she posted in April. "I've actually found some really great products there and some of the products that I have tried from there are some of my holy grails to this day. So just because the makeup doesn't come from Ulta, Target, or Walmart doesn't mean it's not good."
I tried the full collection and ranked the products from least to most favorite, below:
Everything in the Beyond Beauty collection costs less than $5.
Skin Finish Foundation, $5
Brow Defining Pencil, $5
Satin Crush Lipstick, $3.50
Dual Ended Contour Stick, $4.50
Get Glowing Contour & Highlight Palette, $5
Universal Brow Kit, $4.50
Eyeshadow Palette, $5
Velvet Matte Liquid Lip, $4
Ultimately, the Beyond Beauty collection is a solid set of products.
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