Dollar General Partners with a Beauty Incubator to Spot New Brands

This is definitely a growing tend – retailers either having their own venture arm, or partnering with one.

In this case the incubator is Maesa

Dollar General is smart to do this in order to find value beauty brands, whereas other retailers are only looking for higher-end beauty brands.

Believe Beauty has a wide range of beauty products under its umbrella, including cosmetics, skincare, fragrance, nail care and haircare, all priced under $5. With its affordable pricing strategy, the brand has resonated with Dollar General customers.

Those in the D2C beauty industry could do worse than to partner with Dollar General and Maesa if they are looking to take their products into mass-market and it’s a value play.


Dollar stores generate a fair amount of foot traffic and are increasingly working on improving their online offers. Working with an incubator enables brands to leverage new technology and brands without the concern of losing out.

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