About us

The Broadway brand is where affordability and quality combine. Just like the bustling streets of midtown, entertainment never ceases and neither should your makeup! BROADWAY is the key beauty entry point exclusively at Dollar General.

The Broadway girl is…

A city girl at heart, who knows how to stretch a dollar with her eye on latest beauty and fashion trends. She takes pride in her appearance, always putting her best face forward and believing that looking good shouldn’t cost a ton. She likes to boast about her finds and savings to her close girlfriends and never misses the opportunity for a night out on the town. She believes in quality and quantity, and knows how to look good and spend smart .