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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 layouts 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 skin care 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, the company has also introduced three new exclusive skin and hair product lines that began rolling onto store shelves nationwide beginning last month. Those lines — Joy Works (skin care), Curl Rhythm (hair care) and yes! honey (hair care) — feature items are priced at $6 or less, and the company said the products are made from quality ingredients and are cruelty free. Dollar General also said 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. In addition to these exclusive products, more than 1,000 supplementary beauty items are being added to DG’s Beauty Reinvention stores in 2023.
