Kohl’s has Sephora, Target has Ulta, and Walmart has been chasing affluent customers with BeautySpaceNK, and going after younger shoppers with Bubble, a skincare brand developed in Israel.
Dollar General isn’t hooking up with other beauty retailers or trying to score prestige beauty brands. Dollar General is partnering with Maesa to bring Believe Beauty and other incubated brands at optimized savings, exclusively to its customers.
Maesa is transforming the beauty industry by incubating and growing meaningful brands globally, said Daniel Woldar, Director of Marketing at Maesa. “Our deep understanding of the constant changing needs of the consumer allows us to create beauty brands that are newer, better, different, and relevant. Through design, formulation, value analysis, and quality of manufacture, we deliver exceptional performance.”
Dollar General is doing something that independent brands and prestige products can’t do: maintaining a level of control over the collection by partnering with Maesa.
“Believe Beauty was built on offering optimized savings, beautiful and high-performing cosmetics that can collectively be loved and shared,” said Woldar. “It’s a go-to brand for the Dollar General customer with unsurpassed accessibility and appeals to a wide audience.”
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