For years, I’ve treated Dollar Tree as a practical shopping stop. It’s where I grab greeting cards, holiday decorations, snacks, and random household items I forgot I needed until I walked through the door.
My daughter, however, heads straight for the makeup aisle. She loves the thrill of finding inexpensive beauty products. And as someone who cares very little about cosmetics myself, I’ve never had much reason to object.
If she wants to try a new lip gloss or eye shadow, I’d much rather shell out $1.25 than pay department-store prices for something that may end up forgotten in a bathroom drawer a week later.
But that mindset may no longer be limited to bargain shoppers and parents trying to save money.
Dollar Tree’s beauty aisle has become unexpectedly popular on social media as influencers and beauty-conscious shoppers share surprisingly high-end finds available at ultra-low prices.
According to a recent New York Post report, some shoppers claim they’re finding products at Dollar Tree that are comparable to premium beauty brands for a fraction of the cost.
That kind of viral attention could matter for Dollar Tree at a time when the retailer needs fresh reasons to drive traffic into stores.
Dollar Tree beauty finds are taking over social media
Dollar Tree isn’t exactly known as a buzzworthy type of store. New products at Dollar Tree don’t tend to generate the same buzz as exciting Costco finds.
But influencers have taken to platforms like TikTok and Instagram to showcase Dollar Tree beauty products they believe rival more expensive alternatives.
According to the New York Post, shoppers have highlighted everything from lipsticks and mascaras to skincare products and makeup brushes. Some videos have generated millions of views as creators test the products on camera and compare them to prestige brands sold at Sephora.
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Part of the appeal is obvious. Beauty products can be expensive, especially for younger consumers who like experimenting with trends. Dollar Tree gives shoppers a low-risk way to try new colors and products without spending $20 or $30 per item.
At a time when inflation is up 3.8% annually, according to the most recent Consumer Price Index, that’s important.
Makeup was the softest-performing beauty product category in the first quarter of the year, according to Circana. The fact that an inexpensive lipstick or skincare product can feel like an easy treat during financially stressful times works to Dollar Tree’s advantage.
Image source: Shutterstock
Viral beauty products could help Dollar Tree traffic
Beauty products are shaping up to be a helpful category for Dollar Tree at a time when visits have weakened. In April, foot traffic at Dollar Tree declined 3.5% compared to a year prior, according to Placer.ai.
Meanwhile, rival Dollar General posted traffic growth during the same period. That creates pressure for Dollar Tree to find categories that bring shoppers back into stores more frequently.
Beauty products could help accomplish that because they create repeat visits and impulse purchases. A shopper who comes in looking for a viral lip gloss may leave with snacks, seasonal merchandise, cleaning products, or party supplies.
I’ve seen that happen firsthand. My daughter may start in the makeup aisle, but we rarely leave Dollar Tree with only beauty products in hand.
The viral attention also helps Dollar Tree appeal to younger shoppers who may not traditionally view the chain as a destination retailer.
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Of course, Dollar Tree may never compete directly with names like Sephora or Ulta. But it may not need to.
If shoppers increasingly see the chain as a place to discover affordable beauty bargains alongside everyday essentials, the company could turn a viral social-media moment into something far more valuable — consistent store traffic.
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