Beauty Vloggers are Fangirling Over Dollar General's Makeup Brand


Dollar General's in-house makeup brand, Believe Beauty, may have quietly launched back in May of 2019 but beauty vloggers have recently started singing the brand's praises

According to an article on, dozens of beauty bloggers, Instagram influencers and makeup YouTubers have shared Believe Beauty product reviews with their followers. One YouTuber, JuicyJas, gave the brand a "9.5 out of 10." 

She was quoted saying "Don’t underestimate these places because you just never know what you’re going to find there."

Available both in-store and online, Believe Beauty products range from $2-5. There are currently more than 140 products available to consumers, including eye shadow palettes, contour sticks, nail polish, false lashes, loose powder, lipstick, foundation, makeup brushes and highlighters, among others.

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