Dollar General is revamping its beauty, skin and hair care shopping experience with new store layouts. The company's "Beauty Reinvention" initiative will introduce simpler and more navigable beauty and personal care aisles in approximately 300 stores this fiscal year.
 
The new layout includes beauty bars featuring face masks, hair treatments, nail polish, lip gloss, bath bombs, and more. Dollar General will increase the skincare section by 50% and soap and shower offerings by 30%, expand the hair care and color section, and increase the overall square footage dedicated to the beauty category.
 
The first Beauty Reinvention stores were launched in February 2023, with more stores expected to adopt the new layout this fiscal year. Dollar General's expansion in the beauty category reflects the company's commitment to meeting the evolving needs of its customers. With the arrival of spring, Dollar General hopes to offer its customers an updated self-care routine with its new layout and exclusive product lines.

Offering New & Trendy Items at an Affordable Price

According to Amanda Wilson, Senior Beauty Buyer at Dollar General, the company has been intentional in its expansion, offering new and trendy items at an affordable price. The new layout creates a beauty destination for Dollar General's customers.
 
Dollar General has also launched three new exclusive skin and hair product lines, including Joy Works, Curl Rhythm, and yes! honey. The products, priced at $6 or less, are made from quality ingredients and are cruelty-free.
 
New exclusive product lines include:

Joy Works

• Products include: Calming Face Mask, Fragrance Free Daily Body Lotion, Gentle Facial Cleanser, Hydrating Facial Moisturizer and Soothing Body Lotion
• 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 bottles are also recyclable.

Curl Rhythm

• Each Curl Rhythm hair product is made with natural seed oils that penetrate the strand, building moisture and shine that is visibly different.
• Products include: Deep Moisturizing Curl Shampoo, Deep Moisturizing Curl Conditioner, Hydrating Cleansing Conditioner, Leave In Conditioner Butter, Defining Curl Cream and Jojoba Oil Curl Gel.
• Baobab seed oil, the key ingredient, provides deep moisture and shine, fortifying the strand to prevent breakage and providing anti-frizz results. Curl Rhythm is always silicone-free.

yes! honey

• Specially formulated for different hair types to keep hair nourished inside and out for soft, smooth, healthy-looking hair with every wash and is made with 95% naturally derived ingredients.
• Products include: Shampoo & Conditioner for damaged hair, Silky Smooth Shampoo & Conditioner for frizzy hair and Bouncy Volume Shampoo & Conditioner for fine hair.
• Products are paraben-free, color-safe and packaging is made from 100% recycled plastic.

 
Dollar General’s exclusive Believe Beauty Skin, which debuted in 2021, has also added three new products including Detoxifying Clay Mask, Reviving Eye Cream, and 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.