As prices continue to soar, South Korea’s ubiquitous single-price store, Daiso, is emerging as a new beauty channel and prompting a surge in interest from small cosmetic brands eager to secure shelf space.

According to industry sources on Tuesday, other small cosmetic brands are now striving to secure entry into Daiso following the notable success of cosmetic brands such as Nature Republic and VT Cosmetics after landing on store shelves.

Daiso beauty product managers are being flooded with inquiries for new brand entries. “Daiso sold over 250 products from 26 cosmetic brands as of the end of 2023, with a significant increase in new entry inquiries since that year,” a company official said. Daiso’s beauty sales saw an 85 percent surge compared to the previous year.

Small and medium-sized cosmetics brands are launching Daiso-exclusive brands or creating exclusive products to increase their access to Daiso customers.

Gowoonsesang Cosmetics, the creator of derma cosmetics brand Dr. G, launched ‘Lab.it,’ an exclusive skincare brand for Daiso, on March 6th, 2024, following brands including Nature Republic, TOO COOL FOR SCHOOL, and Cosmocos.

Daiso boasts a higher accessibility advantage with over 1,400 stores, outnumbering CJ Olive Young’s 1,500 locations nationwide. Moreover, Daiso’s cosmetic prices that range from 1,000 to 5,000 won ($3.81) are affordable and aligned with its concept of offering products at uniform prices, , making it highly popular among teenagers, who have made browsing and shopping for cosmetics at Daiso a form of entertainment culture among themselves. This also provides an opportunity for brands to significantly increase their brand awareness among young customers.

By Kim Hyo-hye and Minu Kim

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