Quick Facts
- Dollar General’s 7 Days of Savings beauty event runs from Sunday through April 18
- The retailer is adding more than 1,000 supplementary beauty items to stores as part of its Beauty Reinvention initiative
- Dollar General expanded E.l.f. Beauty endcaps to over 20,000 stores and acquired lip care brand Yumzee
Dollar General launched its 7 Days of Savings beauty event on Sunday, running through April 18. The promotional event marks the retailer’s continued push into beauty as a key growth category.
The event builds on Dollar General’s broader Beauty Reinvention initiative that launched in 2023. The company is unveiling new layouts at about 300 stores this fiscal year to “reimagine the beauty, skin and hair care shopping experience,” increasing its skin care section by 50% and soap and shower offerings by 30%.
“Our customers appreciate access to quality beauty and personal care products without compromising their budgets,” said Jimmy Nguyen, VP and Division Merchandise Manager. “This 7 Days of Savings event is another example of how DG is elevating our offerings while staying true to our promise of affordability customers count on.”
More than 1,000 supplementary beauty items are being added to Dollar General’s Beauty Reinvention stores in 2023. The retailer also expanded its dedicated E.l.f. Beauty endcap into over 20,000 stores and acquired lip care brand Yumzee.
E.l.f. cosmetics debuted at Dollar General last fall. Its holy grail collection will be available this spring in more than 10,000 DG stores. With an average product price point of $6.50, E.l.f. aligns with Dollar General’s value-conscious consumer base.
The retailer added three new exclusive product lines: Joy Works for sensitive skin, Curl Rhythm for textured hair care, and yes! honey for all hair types. All products are cruelty-free and available for $6 or less.
Dollar General’s Q4 net sales increased 5.9% year over year to $10.9 billion. Same-store sales grew 4.3% and operating profit jumped 106.1% to $606.3 million. Nonconsumable categories outpaced consumables for the fourth consecutive quarter.
With approximately 80% of its stores located in communities of 20,000 or fewer people, Dollar General serves underserved markets across 48 states. The company confirmed it is not hosting its traditional virtual Days of Beauty event this year.
