Dollar General's Under-$5 Beauty Brand Is Going Viral

August 1, 2019

Getty Images North America

Dollar General's new cosmetics line is a hit with social media beauty bloggers, CNN Business reports. The store's $5-and-under "Beauty Believe" line of lipsticks, eye shadows, foundations, nail polishes and skin care products is attracting attention from makeup and beauty influencers on YouTube and Instagram since debuting last spring. "People like those kind of videos because it's something different," says Taylor Horn, a blogger with more 750,000 followers. "It's cool when lines like Believe Beauty launch, where it's accessible. I think it's more achievable and the things that your everyday consumer can afford."