GOODLETTSVILLE, Tenn. — Dollar General is deepening its commitment to private-brand growth and everyday affordability with the national rollout of a new home fragrance collection under its True Living label.
The retailer said the new assortment — available this month in more than 20,000 stores across 48 states — features more than 30 home fragrance items priced at $5 and under. The line includes 8-ounce candles, candle two-packs, wax melts and air/fabric refresher sprays, positioning Dollar General to compete more aggressively in a category that has seen steady consumer demand despite broader economic pressures.
The move underscores Dollar General’s continued focus on expanding private brand offerings as a value differentiator, particularly in discretionary home categories where consumers are seeking affordable indulgences.
“Our customers want long-lasting fragrance options at price points that fit their everyday budgets,” said Jenny O’Neill, vice president and division merchandise manager of cleaning, paper and pet at Dollar General. “Our new True Living air care line delivers on that desire with beautiful scents, thoughtful elevated packaging and in a variety of forms — all for $5 and under.”
Trend-Forward Fragrance at Entry-Level Price Points
The collection introduces 12 core scent profiles inspired by customer feedback, spanning fresh florals, fruit blends, soft aromatics and warm, cozy notes. The assortment ranges from lighter fragrances such as Papaya & Guava Flower, Passionfruit & Hibiscus and Blue Water Lotus to richer options including Mahogany Driftwood, White Oak & Musk and Whipped Caramel & Bourbon.
Other scents include Cherry Blossom, Apple Orchard, Rosewater & Hibiscus, Lavender Fields, Lemongrass Kiwi and Dragon Fruit & Jasmine — reflecting a strategy to balance seasonal appeal with everyday staples.
Dollar General said the products are designed to provide a “long-lasting fragrance experience” while maintaining the retailer’s hallmark everyday low price positioning. As with most of the company’s private brand portfolio, the new True Living air care products carry a 100% money-back satisfaction guarantee.
“We are proud to stand behind the quality of our products with our 100% satisfaction guarantee and are excited to bring additional affordability to the air care category,” O’Neill added.
Private Brand as Strategic Lever
The launch aligns with Dollar General’s broader private brand strategy, which has become a central lever in its merchandising and margin approach. By controlling product development, sourcing and packaging, the retailer can offer compelling price points while reinforcing customer loyalty in core household categories.
Home fragrance has remained a resilient segment within consumables and home goods, often viewed as an accessible way for budget-conscious shoppers to refresh living spaces without significant expense. Industry analysts note that in periods of economic uncertainty, consumers frequently gravitate toward smaller, affordable “treat” purchases that deliver emotional value.
Dollar General’s positioning — combining low entry price points with trend-inspired scents and upgraded packaging — seeks to capture that demand within its predominantly rural and small-town footprint.
The rollout also complements the retailer’s omnichannel initiatives. The True Living air care collection is available for purchase through myDG Delivery via the DG app and website, extending accessibility beyond in-store traffic and reinforcing Dollar General’s growing digital ecosystem.
Affordability Remains Core Focus
The introduction of the air care line comes as Dollar General continues to emphasize affordability across categories amid sustained pressure on household budgets. The retailer has leaned into private brands as a way to offer comparable quality at lower price points than national brands — a strategy that has gained traction as shoppers increasingly trade down.
By pricing every item in the new collection at $5 or less, Dollar General is reinforcing its everyday value promise while expanding into a category traditionally dominated by higher-priced specialty and national brands.
As the retailer sharpens its “back-to-basics” focus on value and convenience, the True Living air care expansion represents another example of how Dollar General is using private brands to drive differentiation, maintain price leadership and meet evolving consumer expectations.
With more than 20,000 stores nationwide and a growing digital platform, Dollar General is positioning its latest private brand launch not just as a seasonal assortment, but as a scalable, value-driven addition to its core merchandise mix.
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