Believe Beauty was built on offering optimized savings, beautiful, high performing cosmetics that can collectively be loved and shared. A go-to beauty brand for the Dollar General customer with unsurpassed accessibility and appeal to a wide audience.

It’s time to believe that premium quality, affordable makeup is here – for all.

More than makeup, new fragrance, nail & skin categories.

We are driven by a simple idea, that beauty should be approachable, lovely, and fun for all! No matter their age, or how advanced their routine is, this brand is for those who simply desire beauty they can purchase with confidence.

Believe Beauty models

Clean skincare without compromise. Formulated with skin-loving and guilt-free ingredients. Always $5 and under.