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Dollar General is highlighting beauty merchandise with a week-long savings event specifically for the category. The discount chain’s “7 Days of Savings” beauty event will take place from Sunday to April 18, according to a Thursday press release.
Savings on cosmetics and personal care products will feature brands such as Maybelline, L’Oréal, Thayer’s, Old Spice and more. The event builds on Dollar General’s broader beauty effort, dubbed Beauty Reinvention, that launched in 2023 to help expand its offerings.
“Our customers appreciate access to quality beauty and personal care products without compromising their budgets,” Jimmy Nguyen, vice president and division merchandise manager of health and beauty at Dollar General, said in a statement. “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. From leading national brands to exciting new additions, we’re proud to bring even more value, selection and innovation to the communities we serve.”
Dollar General flagged its expansion of a dedicated E.l.f. Beauty endcap into over 20,000 stores, as well as its acquisition of lip care brand Yumzee, as further proof of its commitment to the discretionary category.
The retailer’s recent Q4 net sales increased 5.9% year over year to $10.9 billion, with same-store sales growing 4.3% and operating profit jumping about 106.1% to $606.3 million. In 2026, the company plans to pilot a subscription program and roll out a new store format that was tested in 2025.
