Why E.l.f. Is Moving Into Dollar General

Elf will not modify its assortment for Dollar General.

E.l.f. Beauty will enter Dollar General stores this month as the cosmetics company seeks to grow both prestige and value beauty segments. 

Dollar General is seeking a bigger presence in beauty, according to E.l.f. CEO Tarang Amin on an earnings call, and conversations have been more than a year in the making. E.l.f. views itself as an elastic brand that can play in both ends of the market, and they’ll begin with a subset of Dollar General stores before determining whether to expand. 

Products will be displayed on end caps, and E.l.f. said it will not modify the assortment for the retailer.  

“We’re bringing our best products, our holy grails, to the dollar channel,” said Mandy Fields, senior VP and CFO. “And we feel great about the assortment, about the presentation, the merchandising that we’ll have as we enter the Dollar General stores.”