Mascara News
Sally Beauty launches low-cost spinoff with 5 Dallas-Fort Worth stores

Happy Beauty Co. features bright colors and spacious store layouts.
A new retail concept specializing in affordable beauty products is making a big launch in Dallas-Fort Worth.
Called Happy Beauty Co., it's a new spinoff from Sally's Beauty, to meet a rising demand for low-cost beauty products, and is opening five DFW stores.
The brightly-designed stores will feature more than 7,000 products from 80 global brands, with thousands of items for under $10. Besides makeup, skincare, and hair products, shoppers will also find fragrances, bath and body care products, and nail care items.
Three locations have opened as follows:
- Frisco – 8300 Gaylord Parkway, Suite 8300-1
- Denton – 600 West University Drive, #530
- Mansfield – 120 W. Debbie Lane, Suite 360
Two additional stores in Mesquite and Fort Worth are still under development.
Each store features a spacious layout with vibrant colors and additional fun features like a photo room and a product-sampling area by the entrance. The sample area will also have a "Bonus Bliss Machine" where customers can receive a special token to a deluxe sample vending machine for every $25 they spend pre-tax in store.
Happy Beauty Co. was created in a collaboration between Denton-based Sally Beauty and design consulting firm JLL Design Solutions, in a brick-and-mortar battle against e-commerce beauty supply chains.
"[JLL Design Solutions'] expertise has helped us create a truly immersive and captivating shopping experience," says Sally Beauty Holdings VP Bryan DeYoung in a statment. "Together, we are meeting the needs of budget-conscious beauty shoppers without compromising on quality or selection.”
Happy Beauty Co. is also launching five stores in Arizona, with locations in Phoenix and Glendale already open for business.

The new facade at Ellen Noël Art MuseumPhoto courtesy of Ellen Noël Art Museum

