Retailer debuts new beauty-focused layout in select stores

GOODLETTSVILLE, Tenn. — Dollar General is rolling out new store layouts with reimagined layouts in the beauty, skin and hair care departments. Branded as “Beauty Reinvention” within the company, the new will bring simpler, easy-to-navigate beauty and personal care aisles with expanded product offerings to approximately 300 stores this fiscal year.

“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.”

Dollar General’s first Beauty Reinvention stores launched in February. They include beauty bars that offer customers 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%. Hair care and color offerings have been expanded with an assortment that includes new textured hair products, and these stores also have more overall space dedicated to the beauty category.

“At DG, we are always listening to our customers, and in response we are investing in and expanding our beauty, skin and hair care offerings to meet their needs,” Wilson said. “Springtime marks an important moment to reset and refresh your self-care routine. We are excited to welcome new products that encompass the quality, performance and affordability that is expected from our brands and hope our shoppers enjoy the new experience.”

To reinforce DG’s dedication to bringing customers clean beauty, skin and hair care products that are accessible, affordable and on-trend, Dollar General has also announced three new exclusive skin and hair product lines rolling onto shelves nationwide starting this month, including Joy Works, Curl Rhythm and yes! honey. All the products in those lines are priced at $6 or less, and the company said the products are made from quality ingredients and are cruelty-free.

Products in the Joy Works line include a calming face mask, a fragrance-free daily body lotion, a gentle facial cleanser, a hydrating facial moisturizer, and a soothing body lotion. Joy Works products are dermatologist-tested, clean, cruelty-free, dye-free, vegan-friendly, gluten-free, mostly fragrance-free, and infused with prebiotic and skin conditioning ingredients to help soothe sensitive skin. Joy Works products come in recyclable bottles.

The Curl Rhythm line is devoted to the idea of uniting people not by the color of their skin but by their hair type, according to Dollar General, which said that each Curl Rhythm hair product is made with natural seed oils that penetrate hair strands, building moisture and shine that is visibly different.

Curl Rhythm products include: a deep moisturizing curl shampoo, a deep moisturizing curl conditioner, a hydrating cleansing conditioner, a leave-in conditioner butter, a defining curl cream and a Jojoba oil curl gel. Baobab seed oil, the key ingredient in the products, provides deep moisture and shine, fortifying hair strands to prevent breakage and frizz. Curl Rhythm products are always silicone-free.

Dollar General’s yes! honey line is formulated for different hair types and is designed to keep hair nourished inside and out for soft, smooth, healthy-looking hair with every wash. The products, all made with 95% naturally derived ingredients, include a shampoo and conditioner for damaged hair, a silky smooth shampoo and conditioner for frizzy hair and a bouncy volume shampoo and conditioner for fine hair. The products are all paraben-free and color-safe, and the packaging is made from 100% recycled plastic.

Dollar General said that its exclusive Believe Beauty Skin line, which debuted in 2021, has been expanded with the addition of three new products: a detoxifying clay mask, a reviving eye cream, and a vitamin C brightening serum. The Believe Beauty Skin line includes dermatologist-tested products for each stage of skincare, formulated for normal, dry and oily skin types. The products are free of parabens, phthalates, mineral oil, petroleum, and triclosan. They are vegan and cruelty-free, with no animal testing.

In addition to these exclusive products, more than 1,000 supplementary beauty items are being added to DG’s Beauty Reinvention stores in 2023.