By  on April 16, 2019

Dollar General is placing its biggest bet on beauty to date, with the introduction of a private-label makeup line, which was revealed on its company earnings call earlier this month.

Believe Beauty, codeveloped by Maesa, is set to roll out to 15,400 Dollar General stores — roughly all of its locations, as well as dollargeneral.com, on May 1. The prestige-inspired line consists of 150 makeup items and is heavy on everyday essentials such as foundation, but dabbles in trend colors, especially in lip and eye. Nothing is priced over $5.

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