Believe Beauty, Dollar General Beauty Brand: 5 Fast Facts

Believe Beauty, Dollar General's makeup brand

Getty Believe Beauty is exclusively sold at Dollar General.

Believe Beauty, Dollar General’s new and inexpensive beauty brand is going viral after promotion from YouTubers and Instagram influencers, according to CNN.

According to Drug Store News, Believe Beauty was developed by Maesa. Maesa is also the company behind Target’s Kristin Ess hair care and Walmart’s Flower by Drew Barrymore.

Believe Beauty is a private-label line of lipsticks, eye shadows, foundations, nail polishes and skincare accessories, which can be found at the chain’s more than 15,500 U.S. stores. The products have been prioritized, sitting in “prime real estate” areas in Dollar General stores, CNN reports.

Here’s what you need to know:


1. Dollar General Debuted Believe Beauty in Spring 2019

As women are well aware, there are tons of expensive beauty brands on the market right now, many coming marketed by celebrities. There are brands like Kylie Cosmetics, Kim Kardashian’s KKW Beauty, Rihanna’s Fenty Beauty, and Lady Gaga’s Haus Laboratories, among many others.

Now those brands will have to compete with Dollar General, which released a makeup brand called Believe Beauty.

According to Drug Store News, Dollar General CEO Todd Vasos was determined to build market share in the beauty industry. The company debuted Believe Beauty in April 2019 it has since begun to go viral. The outlet reported that Dollar General has invested in better lighting and an upgraded assortment in its beauty aisles over the past few years.


2. All Believe Beauty Products Cost $5 or Less

According to its website, Believe Beauty takes a modern approach to makeup, offering products with “amazingly blendable” formulas, pure pigments and creamy textures that enhance and embrace natural beauty. Their tagline? “It’s #TIMETOBELIEVE.”

The team behind Believe Beauty said they imagined creating a makeup brand that offered everyone premium formulas, packaged beautifully, in wearable shades all for $5 and under.

Believe Beauty is sold exclusively at Dollar General or on its website. The brand offers 150 products including lip, eyes, and face products, as well as beauty tools. Prices range from $2.50 for things like nail polish to $5.00 for things like foundation, eyeshadow and contour palettes, moisturizer, and more.


3. Believe Beauty Has Been Hyped Up by Beauty Influencers

NEW DOLLAR GENERAL MAKEUP: BELIEVE BEAUTY FIRST IMPRESSIONS + WEAR TEST! NOTHING OVER $5 | JuicyJasNEW DOLLAR GENERAL MAKEUP: BELIEVE BEAUTY! NOTHING OVER $5 FIRST IMPRESSIONS + WEAR TEST Subscribe for 3 new videos every single week: http://bit.ly/juicyjas Let's Be Friends :) IG: https://www.instagram.com/juicyjasofficial/ TWTTER: https://www.twitter.com/juicyyyyjas/ FACEBOOK: https://www.facebook.com/juicyjasofficial/ For business inquiries only: juicyyyyjas@yahoo.com —————————————————————— PRODUCTS // *Some links are affiliate Will add these soon! ——————————————————————- My PO BOX — Jasmine PO BOX 92 Birdsboro, PA 19508 ———————————————————- 💕 COUPON CODES – If you use my codes I do make a % of commission LA GIRL: JASMINE10 gives you 10% off LA girl's website: https://www.lagirlusa.com COLOURPOP: 5juicyjasofficial gives you $5 off your order OFRA: JUICYJAS gives you 20% off 💖 Ebates – Get Cash Back when you shop online. Sign up: https://www.ebates.com/r/JUICYY16?eei… Get a $10 welcome bonus when you spend $25+ In order to get Cash Back you have to shop through Ebates website ———————————————————- ABOUT ME: Hi! My name is Jasmine I am a 23 year old small town girl :) I am located outside of Philadelphia, Pennsylvania. I am a Penn State Graduate with a Business Degree! Currently I am a full time YouTuber with a huge passion for all things beauty. I am half Puerto Rican/half Guatemalan & yes I speak fluent Spanish. On my channel you will find a variety of beauty + lifestyle videos which include DRUGSTORE MAKEUP LOOKS, DRUGSTORE DUPES FOR HIGH END MAKEUP, ROUTINE VIDEOS SUCH AS MORNING/NIGHT ROUTINES, HAULS + MORE! I hope my videos will be not only helpful but relatable as well – I want people who watch my videos to feel like we are just friends hanging out. Thanks so much for stopping by, your support means the world to me. XO FAQ'S — Camera I Use For Beauty Videos: Canon 70D https://amzn.to/2EgrajH — Lense I Use: Sigma 18-35mm F1.8 https://amzn.to/2pNUfsD — Vlogging Camera: Sony A5100 https://go.magik.ly/ml/f7oo/ — Lighting I Use: Ring Light from DVE Store Online https://bit.ly/2eQ3GBk — Mic I Use: Giant Squid Audio Lab Omnidirectional Microphone https://amzn.to/2pOK9Yl — Editing Program I Use: iMovie — What's That Ring On Your Finger? I'm not engaged, it's a promise ring from my BF! P.S this video is NOT sponsored. xoxo, Jasmine ♡ | JuicyJas2019-05-09T22:56:58Z

Dozens of beauty bloggers, Instagram influencers, and makeup YouTubers have promoted the product on their platforms.

YouTuber JuicyJas, who says she never judges makeup on where it comes from or how much it costs, posted a first impression video on her channel in May 2019. Jasmine gave the brand an A- or a 9.5 out of 10 or. The video has since racked up over 110,000 views.

“Don’t underestimate these places because you just never know what you’re going to find there, JuicyJas said in her video.

OMG! DOLLAR GENERAL'S NEW MAKEUP LINE | Believe Beauty First ImpressionsFull face of makeup using Dollar General's Believe Beauty products! If you're new, join the #baerrito family and Subscribe! I upload MWF 6 pm PT ❤ SHOP MERCH! http://bit.ly/thataylaaShop2019 ★ WATCH MORE ★ Dollar Tree Makeup Challenge ➜ https://bit.ly/2ITLPZV Daiso Japanese Makeup ➜ https://bit.ly/2x62Yd7 ShopMissA $1 Makeup ➜ https://bit.ly/2ZBlCpL ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ ★ PRODUCTS USED ★ –FACE– ◇ Believe Beauty Skin Finish Foundation in Linen https://bit.ly/2WQ24kh ◇ Believe Beauty Foundation Brush https://bit.ly/2WQh9CJ ◇ Tarte Sponge https://go.magik.ly/ml/lkxo/ ◇ Believe Beauty Dual Ended Contour Stick https://bit.ly/2WMR7Ly ◇ Believe Beauty Matte Blur Loose Powder in Translucent https://bit.ly/2WN5fJy ◇ Under eye powder: Maybelline SuperStay Full Coverage Powder in 102 Fair https://go.magik.ly/ml/lvp6/ & Make Up For Ever Matte Blurring Powder Foundation in Y215 https://go.magik.ly/ml/njtg/ ◇ Believe Beauty Powder Brush https://bit.ly/2IPXDwb ◇ (Mentioned) Too Faced Peach Perfect Setting Powder in Translucent https://go.magik.ly/ml/lkyb/ ◇ MILK Kush Fiber Brow Gel https://go.magik.ly/ml/dc9r/ ◇ Believe Beauty In The Tropics Bronzer in Tahitian Sun https://bit.ly/2InJasb ◇ Believe Beauty Radiant Finish Highlighter in Pop of Pink https://bit.ly/2Xo4LZO ◇ (Mentioned) Shaaanxo XObeauty Aurora powder http://bit.ly/2FhJVif ◇ (Mentioned) Hourglass Ambient Lighting Powder in Diffused Light https://go.magik.ly/ml/n1lc/ ◇ Catrice Blush Box in Glistening Pink https://go.magik.ly/ml/k36t/ ◇ Believe Beauty Get Glowing Highlight and Contour Palette https://bit.ly/2WNiES8 –EYES– ◇ Mac Paint Pot in Soft Ochre https://go.magik.ly/ml/ckm3/ ◇ Believe Beauty Eyeshadow Palette in Nearly Nude https://bit.ly/31wOEbI ◇ Believe Beauty Eyeliner in Brown (in-store only) https://bit.ly/2MVtGA3 ◇ Believe Beauty Metallic Liquid Liner in Midnight Jaguar (in-store only) https://bit.ly/2WQHa4L ◇ Believe Beauty Extended Lash Lengthening Mascara (in-store only) https://bit.ly/2IRpAn8 ◇ Nars Climax https://go.magik.ly/ml/hejz/ ◇ CoverGirl Lash Blast Active Mascara https://go.magik.ly/ml/lpjr/ –LIPS– ◇ Believe Beauty Dual Ended Contour Stick https://bit.ly/2WMR7Ly ◇ Believe Beauty Perfect Glow Highlighting Stick in Disco (in-store only) https://bit.ly/2ZyWpMB ◇ Believe Beauty Glimmer Pots Gel to Powder Eyeshadow in Gold Flake https://bit.ly/2KVuP89 ★ BRUSHES I USE ★ 💄 MY BRUSH SET WITH SIGMA IS BACK IN STOCK! http://bit.ly/SigmaThaTaylaa —- 10% OFF Sigma with code "THATAYLAA" —- —- 10% OFF Morphe with code "TAYLOR10" —- LA Girl Sponge https://go.magik.ly/ml/e9v4/ Concealer Brush: E45 http://bit.ly/2SYxq1Q Under Eye Brush: https://go.magik.ly/ml/m2u7/ Tarte Brush https://go.magik.ly/ml/m2u7/ IT Cosmetics #702 https://go.magik.ly/ml/jo7u/ Furless CB4 http://bit.ly/2qkS3qx Flower Beauty Blush & Contour Brush https://go.magik.ly/ml/iccm/ Morphe E49 https://bit.ly/216jFuM Sigma F15 http://bit.ly/2KEPlqA Sigma F80 http://go.magik.ly/ml/9m33/ Sigma F03 http://go.magik.ly/ml/9m38/ Eyeshadow brushes: Morphe M511 http://bit.ly/2IRyUHy Sigma E44 http://bit.ly/2yeOpoH Sigma E56 https://go.magik.ly/ml/k39n/ Sigma E58 https://go.magik.ly/ml/k39p/ Sigma E54 https://go.magik.ly/ml/k39r/ Sigma E25 https://go.magik.ly/ml/k39t/ br250 http://go.magik.ly/ml/9m3a/ or Morphe M433 http://bit.ly/2HhMeUf Morphe E43 http://bit.ly/2C7hRj6 ✖️✖️ WHAT I'M WEARING / RANDOM THINGS ✖️✖️ ◇ Nails: OPI Lisbon Wants Moor ◇ Shirt: super old ◇ Gold Rings: http://rstyle.me/n/ctvykh6ukw & http://rstyle.me/n/ctvyme6ukw & http://rstyle.me/n/ctvyna6ukw ◇ Earrings: Walmart or F21 FTC | This video is not sponsored. Links listed are affiliate links, any product can be linked through different affiliate platforms, it has no bearing on products I mention. Affiliate links provide a small commission off of each purchase, which enables me to invest back into my channel and purchase more products to review. If you don't want to click on affiliate links and help support my channel, feel free to Google the products instead. Here is my full disclosure and thoughts on Sponsorships, affiliate links, etc.: http://bit.ly/2l2VZd5 All thoughts and opinions are my own….Girl, you know I'll tell you what's up. ▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬ ▼▼▼ SOCIAL MEDIA ▼▼▼ 💛 Instagram→ http://instagram.com/thataylaa 💛 Snapchat → thataylaasnaps 💛 Twitter → http://twitter.com/thataylaa 💛 Website → http://www.thataylaa.com 💛 Facebook → http://facebook.com/thataylaa —————————— ◇ ◇ ◇ FAQ's ◇ ◇ ◇ Camera? → Canon 70D http://amzn.to/1muK5ck New camera lens used → http://amzn.to/2EoKGJw Lighting? https://amzn.to/2Cln7hG Other Lighting Options- Diva Ring Light http://amzn.to/1rHhcLN and Softbox lights http://rstyle.me/n/cch8796ukw New Mic? http://rstyle.me/n/cch8656ukw What's your job? I work in digital marketing and do Youtube Business Inquiries only please- contact thataylaa@yahoo.com2019-06-20T01:00:06Z

Another YouTuber ThaTaylaa gave the brand a review in June 2019. Her video has since received over 128,000 views and garnered 8,000 comments.

“I don’t think I’ve ever actually been inside a Dollar General,” she said. “I don’t think I’ve ever seen one and walked in. Do we have them here? I don’t know.”

While she said she wasn’t “totally wowed,” Taylor said there are definitely some products worth checking out. One of her favorite products was the foundation, which she said she is very excited to wear.


4. Dollar General Is Not the Only Retailer to Create a Budget In-House Line

CNN Business reporter Nathaniel Meyersohn noted that Dollar General isn’t the only retailer to create a budget-friendly in-house beauty brand.

According to Allure, 7-Eleven launched its own beauty line called Simply Me Beauty in 2017. Similar to Believe Beauty, all of the products are under $5.

In another tweet, Meyersohn said that cosmetics sales have increased 31% in the United States since 2013 to more than $17 billion last year. So, it makes sense that anyone and everyone would be trying their hand at a beauty brand.


5. People Are Reacting to the Brand on Social Media

One Twitter user did her makeup with a $3 eyeshadow palette from Dollar General and shared the results.

“Women who use Dollar General anti-aging cream and makeup look like a million dollars after just one week…” Carey Frisch wrote.

Caroline requested that beauty influencer Jefree Star try Believe Beauty. She said the line is “INSANE!”

Brittany Huff said she went to Dollar General for some makeup after watching a review. She kind of loved the foundation, however, she said the concealer was “no bueno.”