In the beauty market today, it’s not uncommon for what we consider basic products and beauty necessities to boast a hefty price tag. But, if we know one thing to be true, tons of beauty brands create affordable yet effective, high-quality cosmetic products. One of those is the TikTok viral brand e.l.f..
While the “eyes lips face” makeup- and skin-care brand is known for its high-performance products, celebrity ambassadors and fans from Jennifer Coolidge to Meghan Trainor and more, the brand stands out thanks to its consumer-friendly price point. Now, e.l.f. is taking that accessibility mission one step further, through a new partnership with Dollar General.
e.l.f. x Dollar General: What You Need to Know
With products retailing for as little as $2, e.l.f. has been known for its budget-friendly family of products for years. The brand’s recent expansion into Dollar General stores only emphasizes its commitment to affordable, accessible beauty products for everyone. “Our mission is to make the best of beauty accessible to every eye, lip and face and the accessibility is quite important to U.S. Dollar General’s stated strategy of serving the underserved fits perfectly,” e.l.f. CEO Tarang Amin said in a press release this week.
It has not yet been revealed just how many e.l.f. products will be available in Dollar General stores. However, the decision to expand into the rural mass retailer marks a huge opportunity for growing brand loyalty and increasing the reach of the beauty world in general. “If you think about 80 percent of [Dollar General] stores are in rural areas with less than 20,000 consumers. Previously, those consumers only had access to some of the legacy mass brands,” Amin explains.
