Bethany Biron/Business Insider
- Dollar General debuted its private-label cosmetics collection, Believe Beauty, in May. The eight-piece line includes lipsticks, eyebrow shaping tools, and an eyeshadow palette, among other items.
- Beyond Beauty has caught the attention of several beauty vloggers who have sung the praises of the collection as a low-priced alternative that doesn’t skimp on quality.
- I tried Beyond Beauty and was pleasantly surprised. Everything from the packaging to the actual formulas was impressive and felt like something I could find at Sephora.
- Visit Business Insider’s homepage for more stories.
Dollar General is looking to give Sephora a run for its money.
Earlier this year, the discount retailer launched Believe Beauty, a private-label beauty collection consisting of products like shimmery eyeshadow palettes and matte lipsticks that come in a variety of shades. Each item in the eight-piece line costs $5 or less, establishing itself as a cheaper alternative to major drugstore brands like Revlon, Maybelline, and Lancome.
Read more: We compared beauty bargains at Dollar General and CVS — and the dollar store came out on top
Despite its low cost, the collection is especially impressive because it doesn’t look cheap, nor do most of the products feel like you’re skimping on quality when you use them. The sophistication of Believe Beauty — from the chic black and gold packaging, to the formulas themselves — is largely thanks to help from Masea, the cosmetics company that helped develop products for Target’s Kristin Ess haircare items and Walmart’s Flower by Drew Barrymore cosmetics line.
Since Believe Beauty hit the racks, beauty vloggers and influencers have flocked to the line, sharing videos of themselves rocking full faces of Dollar General product.
"Don’t underestimate Dollar General," YouTube star Juicy Jas said in a video she posted in April. "I’ve actually found some really great products there and some of the products that I have tried from there are some of my holy grails to this day. So just because the makeup doesn’t come from Ulta, Target, or Walmart doesn’t mean it’s not good."
I tried the full collection and ranked the products from least to most favorite, below:
Everything in the Beyond Beauty collection costs less than $5.
Bethany Biron/Business Insider
"Over the past 2 years the team behind Believe Beauty worked to make this a reality," Dollar General said in a press statement. "We always believed in the power of beauty for all — for all generations, for all skin tones, and making it easily accessible."
Skin Finish Foundation, $5
Bethany Biron/Business Insider
The first item I tried, and admittedly my least favorite, was the Skin Finish Foundation.
I’m particularly fussy about foundation, so I knew this one would be unlikely to woo me. The formula was a bit watery — it reminded of Glossier’s Skin Perfecting Primer, which I am also not a huge fan of — and left a tacky residue after applying.
However, it did the job of concealing a couple of pesky blemishes, so it gets props for that. It also comes in 12 shades for a variety of different skin tones.
Brow Defining Pencil, $5
Bethany Biron/Business Insider
This pencil only comes in three shades, so it’s fairly limited in its capacity to match brow color. It was a bit darker than my already fairly dark brows and also smudged very easily. I somehow managed to get this all over my forehead.
See the rest of the story at Business Insider
See Also:
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- Here’s what Costco looked like when it first opened in 1983
- Trader Joe’s employees share 3 annoying things they wish shoppers would stop doing
SEE ALSO: 15 products to buy at Dollar General — and 13 you should skip every time
Source: Business Insider – feedback@businessinsider.com (Bethany Biron)