Store brand beauty product sales in the United States increased by 10.5% in 2023, according to data from the Private Label Manufacturers Association and Circana as of February 2024.

According to the report by EMarketer, “Many beauty shoppers have begun turning to dollar stores to find low-priced beauty products, with many stores selling dupes of popular brands and even some national brands like Garnier and Maybelline.”

A December 2023 survey by Intelligence Node and Dynata found that 17% of US shoppers were buying more store-brand items to save money.

Target just introduced dealworthy, a new private-label brand that offers a variety of products (including beauty, home, and essentials) for cheaper prices, with most items priced around $10.


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