Brands launch private label beauty and skincare offerings

Retailers across verticals are reimagining the term “private label”—which once connotated a mass or generic offering but now implies exclusivity—as they release in-house beauty and skincare lines that complement their existing offerings.


Discount retailer Dollar General launched a private label, 150-item cosmetics collection at the beginning of May. The line, dubbed Believe Beauty, was rolled out to almost all of Dollar General’s 16,000 locations, as well as dollargeneral.com, making the super affordable line—where nothing is priced over $5—highly accessible. The line contains everyday makeup essentials, such as foundation, and also includes trendier options with its eye and lip colors. Believe Beauty is just one initiative in a lineup that Dollar General is rolling out as it vies for a piece of the global cosmetics market, which is projected to be valued at more than $800 billion by 2023.


E-commerce giant Amazon made news when it debuted Belei, its own private label skincare line, earlier this spring. Belei’s products are affordable, ranging from $9 to $40, and are formulated with ingredients such as vitamin C, hyaluronic acid, retinol, and charcoal—ingredients that aren’t only trendy to savvy, strategic shoppers, but have proven benefits in skincare maintenance. Amazon must have used the massive amount of data it has aggregated from shoppers, because Belei also checks other boxes that beauty consumers demand in 2019: all products are formulated without irritants such as parabens, sulfates, and fragrance, and its packaging is made from recycled materials.


Saks OFF 5th, Saks Fifth Avenue’s off-price offshoot, unveiled an exclusive beauty collection called Fifth City in April. The launch comes on the heels of the retailer’s efforts to expand its exclusive offerings by creating multiple private label lines in the past year, including The Next Generation, a collection of five private label fashion brands, and a size-inclusive apparel line called Le Cloud. Fifth City’s beauty collection contains 35 products, all priced between $4.99 and $60, and includes cosmetics and application brushes.

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