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.