Major Korean beauty conglomerates are aggressively launching exclusive, ultra-low-cost brands at Daiso, the leading discount variety store chain, as inflation drives consumer demand for affordable cosmetics. For overseas buyers and distributors, this signals a strategic shift in how top-tier manufacturers test new products and capture price-sensitive segments without diluting their flagship brands.
Market signal
Amorepacific, LG Household & Health Care, and Aekyung Industries are all introducing Daiso-exclusive lines priced between 1,000 and 5,000 won (approximately $0.75–$3.75). These products are not discounted versions of existing brands but entirely new sub-brands or smaller-sized items designed to attract first-time buyers. The strategy leverages Daiso's high foot traffic and low purchase barrier to gather real-time consumer feedback and sales data.
Performance highlights
Amorepacific's 'Mimo by Mamonde' surpassed 2 million cumulative units in seven months, while Etude's 'Play 101' sold about 1 million units in the first half of 2026. LG Household & Health Care's 'CNP by Odi-Tidi' saw its 'Spot Calming Gel' exceed 1 million units in nine months. Aekyung's 'Two Edit' sold over 1.3 million units in seven months, with its 'Tight Eye Liner' accounting for 230,000 units.
International expansion
Some Daiso-exclusive brands are already moving beyond Korea. LG Household & Health Care's 'Glow:Up by Beyond' launched at E-Mart stores in the Philippines, Vietnam, and Mongolia. Aekyung's 'Two Edit' has entered U.S. Miniso stores and Don Quijote locations in Guam and Hawaii, as well as local K-beauty shops. This indicates that ultra-low-cost lines can serve as a low-risk entry point for overseas markets.
What buyers should watch
Distributors and clinic buyers should monitor these Daiso-exclusive lines for potential wholesale or private-label opportunities. The rapid sell-out rates and strong social media buzz suggest high consumer acceptance. However, the same manufacturers may face cannibalization of their mid-range brands (20,000–30,000 won) if price-sensitive customers become accustomed to the ultra-low price points. Balancing brand identity between premium and budget lines will be a key challenge.
Regulatory and channel signals
Daiso's model offers a unique testbed for new formulations and ingredients before scaling to full-sized products. For overseas buyers, this means that products validated at Daiso may soon appear in export channels. The success of 'A-Solution' trouble patches (2,000 won, selling out 100,000 units in a month) underscores the demand for affordable, targeted skincare solutions.
Source: Read the original report | Published: June 19, 2026